Could 106.1 go country?

[CurtisNEPA]

I saw on the Chicago board that iHeartMedia has flipped a struggling regional Mexican format to country to compete with CBS Radio's WUSN. WUSN itself was ranked seventh in the market according to Arbitron ratings. With that flip, Chicago now has two country stations!

Could a similar move be made for 106.1? If they flip Mix 106 to country, would this eat away XTU's numbers? I kept thinking about this for months that maybe 106.1 could compete with WXTU by playing mostly newer country. Baltimore already has two country stations, a translator located on 106.1 calling themselves "New Country" competing with a top rated WPOC, also owned by iHeartMedia.

It could happen in Philly.

 

[Unregistered]

I was thinking the same thing....... But on 104.5? Wisx is doing fine Love Country & The Bobby Bones Show

 

[TheBigA]

Seems to me you don't blow up a 3 share to shave a point off the competition.

 

[atthestars]

From what I've read, Mix bills fairly well. And bumping WXTU down a little wouldn't help iHeartMedia too much. It's not like Q102 or WDAS etc. would get much of a bump

 

[radiophiler]

I don't think, if they want to challenge WXTU, that it would be 106.1 that flips. Besides the decent billing mentioned, Chio just moved back to Philly to do his show locally instead of from San Diego as he had been. I know, it would not be the first time a local decision was overridden by corporate suits, but I think there's another station iHeart would flip before 106.1.
That's 104.5. It's been reported here previously (via David E.) that Radio 104.5's billing is among the lower ones for FMs in the Philadelphia market.
Not saying that's going to happen. Just saying iHeart might choose another frequency if it really wants to do country in Philly.

 

[PhillyWatch]

I'd love to see a harder leaning alternative station come along to give 104.5 a run for their money. They flank 102 & 106 way too much for my tastes, and MMR leans a bit too classic. This might make I<3M rethink WRFF. What property of theirs (other than WDAS-AM) would be at risk?

 

[atthestars]

I'd love to see a harder leaning alternative station come along to give 104.5 a run for their money. They flank 102 & 106 way too much for my tastes, and MMR leans a bit too classic. This might make I<3M rethink WRFF. What property of theirs (other than WDAS-AM) would be at risk?

WYSP's ratings were dismal outside of Howard Stern. Y100's ratings were never anything exceptional when they had their harder rock lean. WRFF's ratings as a "flank of 102 and 106" as you call it are better than anything the previous two stations got (again, outside of Stern). Why attempt that and alienate the listeners you have now?

 

[PhillyWatch]

I'm not saying they should pick up the Active slack, MMR has that covered. RFF has their loyal group of teenie bopper listeners that I don't believe would be alienated if RFF had competition serving an underserved Alternative audience looking to hear less well known, less pop-y indie & alternative artists, not Lit's "My Own Worst Enemy" at least once a day. Then again, there's also the underserved oldies audience, the underserved EDM audience, and so on and so on.

What RFF plays works for them. For now.

 

[chrocket87]

Why would anybody flip to Alternative in Philly? $5 million in billing is barely enough for one station, definitely not enough for two.

That's why if anyone is going Country, it'd be 104.5

 

[hangman]

Why would anybody flip to Alternative in Philly? $5 million in billing is barely enough for one station, definitely not enough for two.

That's why if anyone is going Country, it'd be 104.5

Now that's a great idea, kill off another Rock Outlet, after all we know Rock is Dead. While we are at it, just flip WMMR to Classic Hip Hop, isn't that the flavor of the month. Kill off all the over-performing Rock stations for under-performing Urban trash. Just eliminate Rock totally from the masses, like you anti-Rock, Alternative haters want.

 

[chrocket87]

^ Alternative hater? Huh? I'm a P1 Alternative listener and happen to enjoy Radio 104.5, but I also understand how (for-profit) businesses work. I also know that Radio 104.5 bills around $5 million/year, which A) is not very good B) not likely to be inviting competitors from anywhere and C) makes it most likely to flip if anyone were to flip.

And WMMR is the 4th best biller in the market. I don't think anyone is insane enough to think it's going anywhere anytime soon.

 

[Unregistered]

I am a Radio 104.5 listener. But I also know what alternative rock is: an alternative to the popular and mainstream. All formats outside the popular and the mainstream (not just alternative by any means) are always at risk.

But...

If there's anything riskier than being the only station in Philly for alt rock, it would be being the second one for country or classic Hip Hop. And even if it is not iHeart's strongest biller, 104.5 could be their cheapest FM to operate in Philadelphia.

Country performs on WXTU, a station that's been around for 30 years, and you know how we like our cultural habits in this town. The second Boston country station is on a less than full market signal that still will be after iHeart's tweaking. Plus, around Philly, we have numerous entrenched and mostly successful fringe country signals dividing up the audience in the further burbs where country is especially strong (WCTO, WIOV, WTHJ/WKMK, WPUR, WDSD, WXCY). I know about WNUA's recent flip in Chicago to challenge WUSN. This is not Chicago.

107.9 is off to an impressive start, but it could take a few more strong books before any full market signal takes them on. Whether they are truly onto something remains to be seen.