106.1 Knoxville flips to Alt as Atomic 106

[BRH]

Just saw where Loud relaunched 106.1 as alternative “Atomic 106”. (Nice nod to Oak Ridge in the naming since that’s its strongest coverage area). So this allows them to move the newly launched 93.7 WVLZ to a more active rock/90s 2K hard rock format. I know it probably won’t last, but the alternative format is a personal favorite of mine, so I’m happy about this flip.

An Atomic Explosion In Knoxville

Following the move last week of Rock WVLZ from 106.1 to 850/93.7, Loud Media launched Alternative "Atomic 106" on what is now 106.1 WATO Oliver Springs/Knoxville TN.

radioinsight.com

 

[BRH]

Interesting observation, I find it odd that they named the station “Atomic 106” & not “Atomic 106.1”. Makes me wonder if they eventually plan on simulcasting it on the co-adjacent 105.9 translator as well.

Since the throwback 90s/2k format on 104.9 hasn’t seemed to gain much traction, I could see them moving Fun 105.9’s classic hits format to the 104.9 stick & broadening the focus back out to late 70s-90s. (Maybe reusing & relaunching the Lake FM branding. They already have the imaging & jingles from when it was on 104.9 previously when it was still licensed to Lafollette).

 

[RMarino]

I am a bit surprised at this choice given how poorly 94Z did here. That being said, I was just starting to enjoy 94Z just before it went away. So I assume I’ll enjoy Atomic 106 just as much. They mentioned playing ‘70s through now, so I’ve been expecting to hear “Atomic” by Blondie. But I haven’t heard it yet.

In reply to BRH, I had the same thoughts you did. 105.9’s signal on its own really isn’t very useful but would work well to extend the reach of Atomic 106. Hopefully “Fun” would stick around somewhere or at least morph into “Lake FM” if they so choose.

 

[Saladressing]

I used to be a huge commercial alternative radio head.

One thing about this station is they are playing a few gold titles that you wouldn't expect: Bad Religion "Sorrow", Smashmouth "Then The Morning Comes" (not that this is some great divergent rock song, far from it, but it's one that was a hit back many decades ago and I haven't heard it in a quarter century).

 

[RMarino]

I used to be a huge commercial alternative radio head.

One thing about this station is they are playing a few gold titles that you wouldn't expect: Bad Religion "Sorrow", Smashmouth "Then The Morning Comes" (not that this is some great divergent rock song, far from it, but it's one that was a hit back many decades ago and I haven't heard it in a quarter century).

Yeah, I didn’t expect to hear “I Ran (So Far Away)” by A Flock of Seagulls, which was a band that never really was alternative even though on the surface it may seem that way. But really the old labels on these artists are out the window now. It’s more about how the artist is perceived today and if the song tests well. This is why Beastie Boys are played on rock stations now, when they were never considered a rock act during the height of their popularity.

Other observations while I’m on the soapbox: I don’t understand the TOH network news every hour. That’s going to kill them in that quarter hour when every other station on the dial is in the middle of a music sweep.

Also I see they have taken The TJ Show for mornings from WKVL, while that station takes Anna & Raven, who were last heard here on Lake FM. I’m not a fan of syndicated morning shows, and would rather just hear music. But I understand them wanting to have something there in mornings and not wanting to pay for someone local.

All in all though, I’m really enjoying Atomic 106. I listened pretty much all day yesterday. I recognize about 50% of the songs. As for the other 50%, I like what I heard. I’m all for music discovery as long as it sounds good.

 

[Delete My Account]

Bands like Flock of Seagulls, the synth and new wave coming out of (mostly) the UK, were all a part of early alternative/modern rock formats. Soundtracks and time shifted the perception, but the roots of the format pre-grunge weren't strictly in guitar driven styles. Punk, electronic, singer-songwriter, all of it found a home on stations like WLIR and KROQ.

I enjoyed 94Z much more than Extreme Radio, but I get why they changed it. As for Atomic, I enjoy that it's not just the same 90s retreads of the grunge years and that there's depth to the library. I can't think of any alternative listener who'd need hourly national news on their alt station, and they should drop that. TJ isn't a format fit either.

 

[RMarino]

Bands like Flock of Seagulls, the synth and new wave coming out of (mostly) the UK, were all a part of early alternative/modern rock formats. Soundtracks and time shifted the perception, but the roots of the format pre-grunge weren't strictly in guitar driven styles. Punk, electronic, singer-songwriter, all of it found a home on stations like WLIR and KROQ.

I’m well aware of that as I lived through that era. But from what I’ve read, A Flock of Seagulls did not have alternative “cred” in same the way that their other synth pop contemporaries had. They were considered more of a pop band that tried to be new wave. This not intended as an insult by the way. They were one of my favorite bands at the time and I had all four of their cassettes.

 

[radiofan2023]

I’m well aware of that as I lived through that era. But from what I’ve read, A Flock of Seagulls did not have alternative “cred” in same the way that their other synth pop contemporaries had. They were considered more of a pop band that tried to be new wave. This not intended as an insult by the way. They were one of my favorite bands at the time and I had all four of their cassettes.

I saw them in concert along with Deep Blue Something at Spiritfest in KC about 24 years ago, they were both great live bands.

 

[RMarino]

I saw them in concert along with Deep Blue Something at Spiritfest in KC about 24 years ago, they were both great live bands.

Cool. I almost got to see them last month at EPCOT but we had to leave early.

 

[RMarino]

I feel the need to amend my review of Atomic 106. Since I listened on that first weekend, it seems like the music mix has moved a bit heavier and more unfamiliar (at least to me). With the heavier turn, it feels odd to have them in the same cluster as WVLZ now. It seems like they are going after the same demo with both stations. But anyway, I’m not enjoying Atomic 106 as much as I did 94Z. In fact I haven’t even bothered setting a button for it in the car.

 

[Delete My Account]

Disappointing. I thought they'd keep a wider lane between the two. VLZ's music is already a niche that doesn't bill well in most markets, having something that contrasts better in texture would at least seem like a smart strategy.

 

[BRH]

I did notice they’ve added some personalities on both Atomic 106 & 93.7 WVLZ being voicetracked from their Albany cluster of stations. Kim Neaton who’s doing afternoons now on Atomic 106 is doing a great job & from her bio, seems to have worked in both radio & music promotion/live booking in Albany. So she seems really into the music & I wouldn’t be surprised if she’s given a hand in programming. She also is doing middays at Loud’s rock station in Albany (WABY). They’ve also added afternoon & evening jocks at WVLZ (Ralph Renna & Mike The Enforcer who also appear to be voice tracking from WABY in Albany).

Overall, though, I’m really enjoying Atomic 106 & think it’s probably the best sounding station Loud has put on the air.

 

[BRH]

Also, I actually thought, musically, it’s sounded more focused. I haven’t noticed that much “hard” or active rock type stuff, just the typical rock edged bands played by most alternative stations (Blink 182, Sum41, Greenday, etc). There does seem to be less of the new wave & 80s gold, which is probably a wise move. I love that stuff & grew up on it, but it’s a bit jarring to go from some of those tracks into later alt stuff (unless they want to move into a more alt gold/AAA direction). But anyway, I think it sounds pretty good musically. Yeah, with both alt & active rock stations, there’s definitely going to be cannibalization, but I guess they are doubling down on a hole in the market & hoping to sell them as a pair. Actually Atomic, VLZ & KVL all work pretty well as being able to sell together if they can get anyone to buy on the rimshot type signals. I think I’d offer some cut rates & just try & get some local buys on the air.

I also noticed in the last public 12 plus numbers that WVLZ did well in its last month as an active rocker (even ahead of better signals like 93.1.) Pretty good for a rimshot. So obviously there’s a demand in the market. Yeah, 18-34 males are a hard sell in the ad game, but with a rimshot, might as well own a demo no one else is doing. Plus with the alternative format now. It tends to be a more even split or male/female, so could be an easier sell.