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Bonneville format change?

K

Kent

It looks like a format change is coming to Bonneville, and St. Louis looks like a good candidate for a flip.

Movin1011.com was registered to Alan Burns (the consultant who created the Movin' format) on 8/29/06 while Bonneville requested calls WMVN on 8/28/06 according to the FCC database. So, has the River really run dry, or is it just coincidence that movin1011.com was registered at about the same time as Bonneville requested the WMVN calls? After all, I guess it's possible Bonneville intended the Movin' format for Chicago or DC. However, it seems like a certain St. Louis property needs more help.
 
Given that Bonneville owns 101.1 in St. Louis, it would seem most logical that it would be the one Bonneville has in mind of changing, if they're changing at all. If they were to flip a format in Chicago, it would probably be either WILV 100.3 (which sounds something close to a rhythmic AC) or WTMX 101.9. 101.1 (WKQX) is owned by Emmis, so that wouldn't be in the picture.
 
Bonneville pretty much has their DC properties sewed up with News & Talk, and longtime Classical Station WGMS; Bonneville's WTMX is a pretty successful Hot AC, and while their WILV hasn't been doing to bad either. I don't think that they would run "Movin" alongside of WTMX - too much overlap, which leaves us with WVRV...That accounts for all of Bonneville's stations East of the Mississippi.

Now the question is when will they pull the trigger? It would seem to be a natural fit for Steve & DC to stay onboard there, IMHO, they would fit better with that format than their current Modern AC. The female listeners who brought them to the top in the early 90s at WKBQ are the exact listeners now being targeted by the new format.

I'm really not sure how it would do here - noone ever tried "Jammin' Oldies" during that fad a few years ago. St. L hasn't typically been hip on Rhythmic music, but I think the format would do well filling the gap of Females who don't want to hear the Hip Hop on Z107.7, yet still feel too hip to listen to CBS' rather bland AC offering of KYKY and KEZK. It might just pay off.
 
The writing is on the wall... STL is Movin to Movin1011.
and what a great and smart move this is.
Bonneville has #1 WARH and kicked Emmis' butt to that format in STL. Now they are ready to sock it to them and CBS in STL with the new dance/rhythmic Movin format on 101.1 (at least it looks that way).
Great competition for 107.7 and this format is really going to take off if you ask me. St. Louis radio has been just prime for a new format like this.
 
BONNEVILLE Modern AC WVRV (THE RIVER)/ST. LOUIS is the latest in a line of stations flipping to the Rhythmic AC format using the moniker "MOVIN 101.1" "MAKES YOU FEEL GOOD."

The last three songs leading into the 11am hour (CT) were telling: JOHN MAYER "Waiting On The World To Change," COLLECTIVE SOUL "Where The River Flows" and DAVE MATTHEWS "Where Are You Going." The station then led into the top of the hour with MARKY MARK "Good Vibrations," followed by GWEN STEFANI "Rich Girl," BOBBY BROWN "Every Little Step" and CECE PENISTON "Finally." Look for the station to play current Mainstream Rhythmic hits along with 80s and 90s artists like JANET JACKSON, PRINCE, and MADONNA. You can hear the new MOVIN' 101.1 online at www.movinstlouis.com.

Sister Adult Hits WARH (106.5 THE ARCH) PD JULES RILEY will oversee additional programming responsibilities for THE NEW MOVIN' 101.1. She will work closely with BONNEVILLE National PD/MD GREG SOLK and MOViN' format creator and Consultant ALAN BURNS. Look for a possible change in call letters to be announced soon.

www.allaccess.com
www.movinstlouis.com
 
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