MANILA, Philippines — Video and the Internet will not kill the radio show(s) under this man’s watch.

Mike Enriquez is GMA Network, Inc.’s Senior Vice President for Radio and president of its subsidiary RGMA Network, Inc. His career began and took off in this field and he just might be the best person to make the giant network reach its highest spot yet.

But he is more familiar as the man with the distinct voice with the power to mobilize even the most sedentary listener, out of inspiration or distress, one can’t be sure. He is the news and current events personality with the stern expression and ominous catch phrase of a warning that can get viewers go at least one notch higher in their conscious efforts to stay vigilant, sympathetic, upright, and ethical, oftentimes in a very disquieting way.

It was very comforting to know that although the intention to keep his audience—Filipinos all over the globe—tuned in, interested and knowledgeable in current events remains, his voice and overall demeanor are not quite so alarming in person. “It’s a performance,” he explains, “It’s my way to attract the audience. You can say it was borne of my early years as a disc jockey. In radio, there is no desk, nothing physical between me and the viewers. I took this same manner and style of delivery to TV because in order to stand out, we had to not just think out of the box but get rid of the box.”

Beyond this style, what Enriquez brings to the fort that is GMA Radio is his impressive experience and extensive expertise in the broadcasting field. He has been in the radio industry since his college days at the De La Salle University in the late ’60s. He was the founding chairman of the Metro Manila chapter of the Kapisanan ng mga Brodkaster sa Pilipinas (KBP), and has been known for his active involvement in the organization. He spearheaded GMA’s radio expansion program, taking it from four stations when he joined the company in 1995, to a total of 27 radio stations in all major cities throughout the Philippines today. GMA Radio has climbed from the number six spot in terms of rating, to its consistent number two spot. “Our objective is to be number one, of course,” he says. The strategy is to keep increasing audience share with the right program fit. “We’re past the consolidation stage, now we’re into the strengthening phase,” he adds.

The multi-awarded (locally and internationally) broadcaster is the man tasked to take the group to their goal. “It’s my day job…my real job. I’m responsible for 550 to 560 people and their families, their households…their cars! I’m the only one Atty. Gozon deals with as far as radio is concerned,” he says.

In this era of the Internet, he continues to tackle the work he has before him daily— from as early as 5 a.m. to after he ends his TV broadcast of “24 Oras.” Fully aware of the significance and responsibility of his position, this accidental radio and TV broadcaster’s romance continues, and the excitement he finds in his work remains. “I once wanted to be a priest, a pilot, even a fireman when I was younger. But the Lord placed me here,” he declares.

In this exclusive interview with Business Agenda, Enriquez talks about how radio is his passion and his life. “I know, I feel no other vocation, career, life. I have not known any other career of significance except radio. It gives me a constant venue for self-expression. My love affair continues to be as passionate as ever because I’m still so much in love with radio,” he declares. And the sentiment can be felt even without the trademark Mike Enriquez radio and TV voice.

Business Agenda: How did you get into the industry?

Mike Enriquez: I started in the late ’60s when I was still a 19-year-old DLSU student focusing on being a full-time student. I visited a schoolmate who was then working in the radio station Manila Broadcasting Company, which later on became RMN. I was there to just take a look around. At that time, they lacked one or two announcers, and were desperate to get a new guy on board because they were equally desperate to get a day off. When the station manager then, the late Mr. Romero, dropped in, my friend blurted out that I was applying to be an announcer. I denied it at first, but at my age, anything that was new—good or bad—I could not hesitate to try. I was made to read an article aloud, in English. It was on the top right of the Manila Bulletin, about teachers who were choosing not to do election duty in Jolo. I wasn’t nervous at all. Right after that, I was asked, “When can you start?” I answered, “When do you want me here?” He said 9 a.m., and I was there 10 minutes before that, in my best-groomed pomade-tamed hair.

BA: When and how did you transition from radio to TV?

ME: It happened when we were brainstorming on the coverage of the nationwide ’95 elections. I was in the meeting to represent radio. We were looking at the list of TV anchors and our boss noticed, “Kulang tayo sa male anchors.” I was assigned to anchor a segment, and I replied, “Are you joking? Are you that desperate?” I know my physical limitations and TV was not kind to faces like mine. He was serious and I had to accept the job. My first partner was Karen Davila. After that, I went back to radio. Then they called me again to anchor a 15-minute fast-paced headline news program. That was “Saksi.” The rest is history.

BA: How does GMA stay on top, and how are you faring against TV5?

ME: According to the Nielsen’s survey, as far as radio, we (GMA’s flagship DZBB) have been consistently number two to DZMM, from being number six. TV5 has not made a significant impact.

BA: How does radio contribute to the growth of GMA Network?

ME: Radio in GMA, revenue-wise, is a small- to medium-sized fish in the pond. In terms of value, it’s hard to put a peso sign on it (especially because) we play a huge part in promotions especially in the provincial areas, in projecting the image and credibility of GMA. Our programs play a huge role in the hearts and minds of our listeners and viewers.

BA: What are you doing to keep ahead?

ME: Research is a very vital part of our work; constant monitoring of the needs and preferences of our listeners. As long as we keep a step or two ahead in being able to measure and foretell these needs and preferences, then we’re good.

BA: How is radio doing in the era of the Internet?

ME: People still turn to the medium for news and information for as simple a reason as knowing about class suspensions during a storm. The Internet is a different medium with different value and benefits to the audience. Personally, I think the Internet is wonderful…we welcome it!

There have been several instances when the death knell had been sounded, like when TV came, then colored TV, then wireless protocols and handheld devices. But radio is still very much around, now wherever however around the globe. Where does it fit in? You can listen to radio, if and when you want to. Diminish? It hasn’t happened, and I don’t see it happening soon, especially in the Philippines because of our geographical and topographical set-up. Radio continues to be a strong medium—a principal source of news, information, and believe it or not, entertainment. An example is the soap opera. On radio, it is still very much alive. Current movies, TV soaps grew from popular radio soaps.

BA: How is radio evolving now alongside new media?

ME: We are streamed online via the GMA News website, so there is synergy. The new media has expanded our reach, nationally and globally. The sharing of material makes us more efficient, cost-wise and value-wise.

BA: What are the career opportunities now in radio? What can you share with those looking at building a career in radio?

ME: Now we need more tech-savvy people; it’s also good for succession. For those looking at a career in this field, just remember that in radio, you can’t be a talking head. Only you will decide when you will press the mic button, when you will speak. It’s you who will speak.

Like it’s often been said, you’re only as good as your last show/program. Right now, lurking somewhere is the next generation of broadcast journalists. A (college) course is your fallback. I learned that early, thank God. On hindsight, even if I didn’t finish my course on time, I don’t want it to happen to young people today, to anyone! I encourage them to not just get a degree, but to keep studying, especially now when some new method, science, technology comes up…how does one keep up? Luckily I was always a voracious reader.

Amidst all the tech advances, content rules. Content is created by people, not by technology.

I eventually finished my college course, and I also eventually taught. What I learned in DLSU has been a great help in my career—the values, the discipline, the spirit of a Christian gentleman, facing up to challenges, the spirit of competitiveness…I still carry a rosary in my pocket.

BA: Describe your management style as the head of GMA Radio.

ME: I make a conscious effort every single day not to manage as much as to lead. I am more conscious about leading than about managing. The world does not have as much leaders as it has managers.

We keep our organization as flat as possible. People are our best asset. I allow them to make decisions, make calls…I always say, “diskartehan mo na yan.” At the end of the day, I’m accountable to top management and investors for the performance of our radio department.

How do I motivate my people? By lighting a fire under their asses (laughs). Seriously, this is to keep them motivated, passionate, and to keep their standards up.

BA: What has kept you at your job for the past decades?

ME: In the local radio industry, one must keep firmly rooted on the ground, and keep up with the pulse of your audience. Constantly immerse. I make sure my standards of performance must be higher than those I demand from my staff.

BA: You have a full work day. What do you do when you’re not at work? What do you do for work-life balance?

ME: Balance? It does not exist! There’s no such thing as the perfect fit for people like me. It’s more about maximization of your time.

I spend time with my wife Baby and our baby—our poodle Booma. I work out thrice a week, and like anybody my age (60), I watch what I eat, for health and personal well-being. Working out is a source of fun in my life and a big stress-buster. I go to the gym after 24 Oras (at the end of my work day). I love to travel, but even then I book myself in hotels that have gyms. When I travel, I hit bookstores, video stores, and restaurants. I read a couple of books at a time. I listen to music from my iPod, which is always in my backpack.