MANILA, Philippines -- Veteran radio broadcaster Cesar Nucum, known for decades and to millions of Filipinos as “Kuya Cesar,” died of an apparent heart attack at the age of 69 on Thursday.

His son Erwin told dzMM radio that his father felt chest pains and had difficulty breathing at around 7 p.m. at his home in Pag-asa, Quezon City. Nucum took a taxi to a hospital where efforts to revive him failed.

Brother Jun Banaag, known as Dr. Love over dzMM, said he last saw Kuya Cesar last Sunday, when the veteran broadcaster had his last radio program, also over dzMM.

Kuya Cesar was known for his trademark style of speaking slowly in an even voice, providing a sharp contrast in a medium that values high-octane, dramatic and even flamboyant speaking styles.

For his unique delivery, Kuya Cesar provided comic relief to some listeners. He appealed to the older generation and songs from decades past were usually played in his radio program