Benaojan, 27, was shot in the mouth, chest and neck with a cal. .45 pistol. The unlucky victim left his gun in his Pajero vanh.

The journalist’s companion, Jammy Llanos, was scared stiff by the attack and hid as his pal grappled with the attacker for possession of the pistol.

Benaojan’s killing immediately drew fire from Tony Antonio, president of the National Press Club of the Philippines (NPC), who called on Philippine National Police (PNP) chief Director General Arturo Lomibao to solve the killing.

Antonio stressed that there are witnesses to the crime and Benaojan’s ante-mortem statement, along with the description of the gunman, are valuable leads that authorities could use in tracking down the assassin.

He urged lawmen to ferret out the truth about this latest assault on press freedom, noting that the broadcaster was the nemesis of smuggling syndicates operating in Cebu.

Antonio said it would be "truly disgusting if the operators of the so-called Cebu death squads are behind this assassination. The enemies of the truth must be arrested, charged and punished for this crime."

For his part, Lomibao has assured Cebuanos and members of the media that the police will do everything possible to solve the killing of Benaojan.

Lomibao, who arrived in Cebu late last week, went to the central market in barangay Lawaan, Talisay City, to check on the crime scene.

The PNP chief also proceeded to the Cosmopolitan Funeral Homes where he met the family of Benaojan.

Lomibao immediately ordered the local police to conduct a thorough investigation on the killing to give justice to the radio reporter and broadcaster.

Police Regional Office (PRO) 7 Director Eduardo Gador and Cebu Provincial Police Office Director Vicente Loot have assured the public that they will do everything in their power to resolve the case soonest.

Cebu Federation of Beat Reporters President Joy Tumulak condemned "in the highest form" the killing of Benaojan, who was also writing a column for a newspaper circulating at the Bureau of Customs (BoC) in Cebu.

Police has yet to determine the motive of the shooting, but Benaojan’s colleagues in dyDD and members of Cebu media believe Benaojan was killed because of his commentaries about rampant smuggling at the ports of Cebu.

Benaojan had been receiving death threats through text messages before the incident.

Cebu Customs Collector Lourdes Mangaoang refused to comment on the Benaojan case and about the alleged smuggling activities in Cebu.

Police said Benaojan arrived at the central market past 9 p.m. last Thursday to meet with his friend, Jammy Llanos.

While the two were talking, the police said a gunman, wearing a black polo shirt and denim pants, approached Benaojan and poked his gun on the broadcaster’s head.

The gun, however, did not go off in the first attempt, giving the mediaman time to grapple with the assassin for the pistol. However, police said the gunman overpowered Benaojan and immediately fired three shots. Llanos said he was not able to help Benaojan because he was hid in one of the stalls.

Benaojan managed to get up and run, but police said the unarmed Benaojan was not able defend himself as he left his own gun in his car. As people scampered for safety, the gunman boarded a white taxi and fled.

Llanos said that as he and other witnesses drove Benaojan to the hospital aboard Benaojan’s Pajero, the victim was still able to tell him that he did not know the man who shot him.