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Khti share 0.6. Time for a new format?
- Thread starter 30james
- Start date
The station only covers usably about 1/3 of the market, so it will always be at a disadvantage. And KTWV has a primary signal over all of the Riverside / San Bernardino market so there is no opening there.
The ratings gap between KBIG and KHTI is very wide, it's not even funny! And consider the fact that KBIG is 3rd in the Inland Empire.
And KIIS has actually beaten KGGI this time.
And KIIS has actually beaten KGGI this time.
What makes you consider a KTWV-type station to be more feasible than, say, a Soft AC like WDUV or WFEZ?
KHTI competes against the KIIS that is already a top-biller in Los Angeles, and has fueled SXM Channel 11 for well over a decade. If I was KHTI, I would attack the situation from an entirely different angle. What formats are underrepresented in LA, but are desirable to its ethnical makeup? That would be a good place to start.
Didn't KHTI revert to a Hot AC after being a Rhythmic AC?
Yes, and apparently the owner said they was going to keep up with everyone's digital lifestyles, so when the pendulum swung from Rhythmic AC in the Inland Empire, so did KHTI, I guess.
And, again, look at the usable coverage of KHTI. It covers only about 1/3 of the Inland Empire radio market with a 60 dbu signal.
Additionally, it is a rimshot from Arrowhead with 180 watts at 1800 feet. My experience with KRCV using lower power and great height was that the result was a bad signal everywhere.
There is no underrepresented format in LA, including among the signals that reach the Riverside-San Bernardino market.
In any case, KHTI has no usable signal anywhere in the LA market and misses 2/3 of the Inland Empire market. It's real issue is a very weak signal everywhere.
The ethnic composition of the IE is not terribly different than that of the LA MSA. There is one difference in that a larger percentage of Hispanics are English-dominant, which obviously makes rhythmic alternatives a possibility.
Keep in mind that the radio market is just a small piece of both Riverside and San Bernardino counties, so one has to focus on the actual geography.
David, is Apple Valley/Hesperia/Victorville considered part of the Inland Empire market? Because it looks like KHTI is trying to cover those areas, with its stick on Heaps Peak.
That area is a separate market.
But KHTI is not showing up in the ratings. (Yet KIIS, KLOS, KOST, KPWR and KRRL are. I'm especially perplexed by KRRL, considering that it is prone to interference from KOMP.)
KHTI shows up in the two-book Victor Valley market with low to mid 1's, although it was a no-show in Spring 2020 and Spring 2021. But, of course, out of 35 stations in the market, only 5 show in Nielsen. 78% of listening in that market is to non-local stations and the total revenue is very low... it is market 114 yet it is 178th in billing. Palm Springs, which is market 132, billed 50% more than the Victor Valley market.
Unfortunately, I think they're stuck at what they have. The FCC wouldn't permit any kind of upgrade due to other stations being close to and even on the same frequency such as the case with KRCD.
They could not put the required signal over the city of license then.
Univision has no interest in local Inland Empire radio. That's a low dollar market. KHTI has no useful signal in the San Gabriel Valley, a key part of the LA market
Besides, Univision needs 98.3 to cover the San Gabriel Velley, which the Inglewood signal does not cover.
There is no revenue to be had for a San Gabriel Vally only statation, as various owners of the West Covina station learned over many decades.
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Why? If they have a formula for local sales in their actual coverage area, it can certainly make money. It has been in that low range before such as 2013 ti 2015 and 2018 to 2019. They are averaging a 1.0 12+, about the same as they have been over the lasst 7 years except for a brief period froo 2016 to 2017 when they were in the lower 1's most of the time.
They do normal, non-pandemic, billing in the high $2 millions to low $3 millions, which is good enough to make a nice profit on low expenses. Only one in about every 15 US stations bills in that range.
Obviously, as radio moves more to distribution via online and connected devices, small signals with viable local formats may actually have a chance at a new life. But if the station is, in part, at low levels because of weak programming... well, that won't help, will it?
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