MANILA, Philippines - Radio High105.9 sashays into the FM band in a big way.
Primarily a station catering to the power crowd — from trendsetters, decision-makers, creative thinkers to urbanites with purchasing power and a taste for the eclectic — its music is a mix of contemporary jazz, new age, world music, retro, downtempo, classical and new pop fusion forms. It is also the first broadcast venture of the newly-minted Hi-Definition Radio Inc., which is chaired by Francis Lumen of former jazz stations Citylite88.3 and Joey92.3 Manila.
“Radio High is a concept built on the inverse principle of limited supply and high demand, the right medium for the right message,” shares Lumen. “The reality of radio is that listeners tend to tune out during long commercial breaks. That’s why we came up with the ‘four commercials per gap’ formula. By limiting our commercials, we hope to lessen the probability of a tune-out which makes waste of good advertising money. Our advertisers, in turn, may get their messages across more effectively, while our listeners get more music.”
The lure of greater ad recall has attracted commitments from global brands and even non-traditional advertisers such as Jaguar, Maserati, Range Rover, Ferrari, Citibank, Visa, the Chateau Group of Restaurants, St. Luke’s Medical Center, BPI, Mercedes-Benz, Chrysler, Philippine Airlines, Samsonite, Lexus, Robinsons Luxuria, Air France-KLM, San Miguel Lifestyle Brews, Mitsubishi Motors and McDonald’s — all intent on getting mileage out of this new radio boutique concept.
Radio High has been on test broadcast since early July, treating friends to a special performance of The Music of Andrew Lloyd Webber at the CCP on June 28 as part of its soft launch. Come Nov. 4 though, the station is going full throttle with an exclusive, by-invitation-only concert by jazz musician Chris Botti at the Ayala Triangle Gardens. The two-time Grammy nominee is admired in music circles for his expert fusion of styles and virtuosity on the trumpet.
Chris Botti Live! is just one among many marketing initiatives lined up by Radio High105.9 on its initial year, including the Philippine theatrical debut of Stomp! in October and the grand staging of Mamma Mia! in January 2012.
For sponsorship inquiries, prospective advertisers may get in touch with HDRI through 706-1580, email marketing@radiohigh.ph or call marketing and sales head Ronald Esguerra at 0918-9182068 or 0917-8017704.