MANILA, Philippines?The new kid on the block has a playful catch phrase, written in bold, blue letters on T-shirts worn by its management and staff at the station?s launch Thursday: ?990 IQ KO!?

IQ means the station?s call letters, dzIQ, and 990 is where you find it on the AM band.

Radyo Inquirer formally marked its entry into the frenetic, highly competitive arena of radio broadcasting with a solemn Mass officiated by Fr. Rey Reyes at its studios in the spanking new Media Resource Plaza Building on Mola and Pasong Tirad streets in Barangay La Paz, Makati City.

In her welcome remarks, Inquirer president and CEO Sandy Prieto-Romualdez cracked everyone when she recalled her reaction the first time her younger brother and Radyo Inquirer boss Paolo Prieto told her about his desire to operate a radio station: ?Are you crazy? There are more than 300 radio stations in the country!?

But he was insistent, Romualdez recounted, as he explained why many Filipinos, especially those with no access to newspapers and the Internet, needed news and information, which a portable radio set could easily supply with.

Slowly she warmed up to the idea, which she said he broached 10 years ago.

She added that putting up the station was the biggest investment that the Inquirer Group of companies had made up to the present.

Center of the action

?Before, I was nervous,? Romualdez said. ?Now, I am nervously excited!?

For his part, Prieto vowed to ?accompany [the vast majority of Filipinos] in their farmlands and daily commute with up-to-the-minute news and commentary, educate them about overseas work, and give them medical and legal advice.?

?When we say [we?ll be] ?sa gitna ng lahat? (in the middle of all the action), we mean it,? he said.

?Man of few words?

There was added excitement as program hosts Reysie Amado and Willy Matawaran (who likewise go on air as two of the station?s announcers) introduced Radyo Inquirer?s anchors, led by hard-hitting Philippine Daily Inquirer columnist Ramon Tulfo.

?I?m a man of few words,? Tulfo said.

Tulfo recalled having been out of radio for five years, but, after listening to his brothers do their own shows, he thought it was him who was cursing on air.

He promised he would stop using foul language now, but not after spewing out four-letter words just for laughs.

Tulfo has two programs heard Mondays to Fridays: ?Isumbong Mo Kay Tulfo,? 1 to 3 p.m.; and ?Target Ni Tulfo,? 4 to 5 p.m.

Responsible journalism

Veteran broadcaster Jay Sonza is also on board as Radyo Inquirer?s main anchor.

Asked what it feels like to be working for a new station, Sonza said in a blend of English and Filipino: ?When I was invited to join Radyo Inquirer, the first thing I asked was whether the parameters of the broadsheet would be the same parameters followed by the radio because I know that there are no parameters in PDI.?

?The station?s management said that for as long as we exercise responsible journalism, the editorial prerogative is left to the anchor. That?s what made me accept the offer.?

Sonza explained that he went on a sabbatical from radio because the owners of two networks he worked for couldn?t stand by him.

?I was hitting hard on issues against the past administration, and my bosses succumbed to the pressure,? he said.

This time, though, he?s confident that his new bosses know where he stands.

No. 1 in public service

?I have never doubted that the Prietos are advocates of good governance. I have always regarded the Inquirer as credible and an advocate of true journalism. These are the same qualities we would bring to Radyo Inquirer. After all, media is the watchdog of government,? Sonza said.

Radyo Inquirer signs on at 4 a.m. daily with a mix of news, commentary, legal advice, public service and music on its programs.

?I intend to make Radyo Inquirer No. 1 in public service,? Tulfo quipped.