Academic journal article Journal of the International Academy for Case Studies

KTKB 101.9's Radio Breakfast Extreme (RBX): The Radio Show That Provides Both Entertainment and Education

Academic journal article Journal of the International Academy for Case Studies

KTKB 101.9's Radio Breakfast Extreme (RBX): The Radio Show That Provides Both Entertainment and Education

Article excerpt


The primary subject matter of this case concerns radio broadcasting. Secondary issues examined include marketing and education. The case has a difficulty level of two, appropriate for sophomore level courses. The case is designed to be taught in three class hours and is expected to require six hours of outside preparation by students.


In a 2012 survey conducted by a leading market research firm in the Western Pacific region, KTKB 101.9 ("KTKB"), a Filipino broadcast station in Guam, ranked as the top most listened radio station during the weekdays from 6 AM to 10 AM with its Radio Breakfast eXtreme (RBX) morning show. KTKB somehow manages to capture the public's listening interests and preferences. KTKB has several challenges on its forefront. One of those challenges is how the radio station will sustain its supremacy on air for the weekday primetime slot and continually capture the listening public's interests. The other obstacle is how will KTKB thrive amongst the territory's other major broadcasting radio stations that may have more financial and political backing. This paper examines different aspects that KTKB can utilize to sustain its competitive edge as the top most listened weekday morning radio station on Guam.


KM Broadcasting of Guam, L.L.C. which is owned by Kevin Bae, a Chicago-based businessman, established the Filipino Radio Station KTKB 101.9 FM last June 9, 2003. Having been situated off-island, he hired Mr. Rolando Manuntag as the General Manager of the radio station. Mr. Manuntag initially established the station at the Boonsri Plaza Upper Tumon, Guam and later on moved to a better location at the Bank Pacific Building in the village of Dededo. Meanwhile, the radio tower is situated at Barrigada Heights.

Mr. Manuntag is considered a veteran in the radio industry back in the Philippines. His passion for music paved the way for him to jump on board as a radio personality under his moniker, Rolly M., playing old music as part of its radio programming. He held a weekday show entitled "Mornings with Rolly M", or simply called "The MRM Show", which ran for several years until he settled for a Saturday program, "Saturdays with Rolly M".

Several radio personalities joined the station which contributed to an interesting mix of music from different genre. The entertainment is extended to both local and Filipino listening audience with its Crossover music and Original Pilipino Music (OPM), thus, giving birth to the brand, Megamixx. Soon after, numerous companies sought the services of KTKB for media advertising.

However, it was not easy for Mr. Manuntag to bring KTKB 101.9 to the top of the survey list during the first few years. KTKB was surpassed by KOKU 100.3 and KUAM 93.9 in the list because of a well established identity and a large captured market. KTKB's radio programs and personalities lack ingenuity to stand out and beat the other radio stations.

Until February 2010 when KTKB opened its doors to Eduardo "DJ Doods" Tuason and launched the Radio Breakfast eXtreme (RBX) Program. He hosted the show solo until Josephine "DJ Zoe" Evangelista came on board in 2011. RBX is perhaps the most energetic morning radio program in the region which airs from 6:00 AM to 9:00 AM on weekdays. It delivers positive vibe during the morning rush that surely uplifts the listeners' mood. DJ Doods and DJ Zoe load the airwaves with carefully selected music from yesterday's hits and today's favorites from both the OPM and Crossover play list. It guarantees lively and revitalizing morning for listeners eighteen to sixty years old with a very strong following from the Filipino working class eager to hear the Manila sound. RBX delivers the most significant news on Guam and a blow-by-blow reportage on the most current and notable news from the Philippines. It spices the mornings with health and practical tips for everyday living, comical spiels, good uplifting news, trivia, inspirational thoughts, love advices and tons of live on-air games. …

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