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Radio 104.5... Sticking with ALT

A

atthestars

Another website is reporting that iHeart may be looking to re-brand Radio 104.5 as "Alt 104.5". No real surprise there.

Also rumored (only a rumor at the moment) is the possibility of the Woody Show being installed in the morning slot, which would make sense.

No word if/when this may take place.
 
They've owned alt1045.com for years, but looks like they bought a new domain yesterday.

Domain Name: ALT1045PHILLY.COM
Registry Domain ID: 2490858678_DOMAIN_COM-VRSN
Registrar WHOIS Server: whois.markmonitor.com
Registrar URL: http://www.markmonitor.com
Updated Date: 2020-02-10T19:17:46Z
Creation Date: 2020-02-10T19:17:45Z
Registry Expiry Date: 2021-02-10T19:17:45Z

alt1045.jpg
 
daddyoo said:
Being there is already an ALT 1045 HD2 and an ALT 965 HD2, when their on, what happens to their branding SMH.
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It'll be interesting to see if Entercom tries a Cease & Desist since 96.5 HD2 has been on and off for a while now.

But considering there are TWO stations called "Alt" in Albany right now... it could be interesting to see what happens. I doubt iHeart would go ahead with it if they didn't think they were clear.
 
I just heard a sweeper on WRFF that said "Curated in Philadelphia, for Philadelphia... Radio 104.5"

I guess it's a semantic argument over what constitutes curation these days, but definitely made me laugh. Guess it sounds better than "Curated in Nashville, for Philadelphia..." or "Curated in New York, for Philadelphia..."
 
Well I wouldn't take bets on when this rebrand takes place, but since WNTP did a rebrand not too long ago, I wouldn't put it past anyone to see Radio 104.5 follow suit.
 
A rebranding is probably a good idea. Ratings have been dropping in recent years. Just a few years ago, they were constantly in the top 5 in 18-49 and 25-54. I can’t remember the last time they were top 5 in either. I know they take a drop in 6+ during the holidays, but I’ve never seen them at a 2.2. And their holiday numbers seem to be dropping every year, too, so something needs to change.

That said, adding the Woody Show would be a mistake. Outside of KYSR, I don’t think it’s done well anywhere. Plus, I think the “draw” for 104.5 has always been heavily music-oriented. So they’re only alienating their (eroding) audience in favor of an audience that’s pretty diehard in favor of Preston & Steve. This sort of reminds me when iHeart tried to take on a similarly strong morning show in Detroit with Woody. They failed. Miserably.
 
radiodx10 said:
Well I wouldn't take bets on when this rebrand takes place, but since WNTP did a rebrand not too long ago, I wouldn't put it past anyone to see Radio 104.5 follow suit.
Click to expand...

I wouldn’t be surprised if it’s as early as next Monday. But no later than the end of the month.
 
chrocket87 said:
I wouldn’t be surprised if it’s as early as next Monday. But no later than the end of the month.
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I wonder if there will be any difference in the playlist they did the same thing to their ALT station in atlanta. Some of ihearts ALT stations play harder music
 
Last edited:
For some time, Fault 105.7 was playing a different playlist. Now, they seem to be running off of the national feed with the exception of Woody and a new music show. Mediabase shows their playlist as almost identical to the Premium Choice feed.
 
chrocket87 said:
For some time, Fault 105.7 was playing a different playlist. Now, they seem to be running off of the national feed with the exception of Woody and a new music show. Mediabase shows their playlist as almost identical to the Premium Choice feed.
Click to expand...

These are not "feeds". Each station assembles its format individually (and for the moment locally) using workparts that are run real-time by the program automation, whether it is in live-assist or full automation mode.

The songs are going to be the same or nearly the same in individual formats because in many formats there are few local or regional differences in playlists.

Because of that, at some point we are likely to see stations across the country run as simulcast networks, with just custom tailoring for the different time zones and commercial loads. This is the way major radio operations are done in much / most of the free world.
 
They have been adjusting their playlist over the past few weeks. Adding more currents and increasing spins on songs in heavy and medium rotation. Would not be surprised to see updated branding at some point.
 
DavidEduardo said:
The songs are going to be the same or nearly the same in individual formats because in many formats there are few local or regional differences in playlists.
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Although to be a chart reporter in the alt format, each station has to demonstrate a certain level of independence, at least in terms of currents and recurrents.
 
Re:

Chrocket87 hit the nail squarely on the head.

I think those of you in the Philly area will be greatly disappointed by how this station sounds following the re-brand.

Get ready for super tight playlists and currents and recurrents that are burnt to a crisp.

It's amazing to me that iHeart keeps following this model. Their sissified Alt stations earn mediocre to downright terrible ratings in a majority of markets where they exist, including St. Louis where the "Woody Show" has roots.
 
MarkW said:
Chrocket87 hit the nail squarely on the head.

I think those of you in the Philly area will be greatly disappointed by how this station sounds following the re-brand.

Get ready for super tight playlists and currents and recurrents that are burnt to a crisp.

It's amazing to me that iHeart keeps following this model. Their sissified Alt stations earn mediocre to downright terrible ratings in a majority of markets where they exist, including St. Louis where the "Woody Show" has roots.
Click to expand...

I don't have a dog in the fight, but not every market is mediocre to terrible.

Sure in St. Louis the ratings are meh. But they're on a smaller signal and going against a long-entrenched Alt competitor with a full-market stick.

In Indianapolis, Alt 103.3 has surged as high as a 7 share 6+.

In LA... Alt 98.7 took down KROQ and has been neck and neck with them in ratings for quite a while.

In Atlanta, Alt is on a tiny signal, and had better numbers before they lost half of their simulcast.

Alt in Portland, OR, The Alt Project in Cincy, and 99X in Cleveland all have tiny ratings since they're just translator stations.

Hard to paint them all by the same broad brush.
 
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