CC Debuts Dance Station in Boston

[TonySantiago]

The big irony here is that the story has been picked up by the Times' Ben Sisario...

http://mediadecoder.blogs.nytimes.c...o-station-switches-to-electronic-dance-format

Dance/EDM is a big deal nowadays. The name DJ's that perform at festivals such as Electric Zoo/Electric Daisy Carnival have become "household" names. The advertising market has picked up on this culture. Even a very stately newspaper such as the New York Times can't ignore it. For us, this station in Boston has become a big deal. And to my knowledge, 101.7 is a big signal so we don't have to worry about this being "fringe" or not covering the full metropolitan area. So yeah, this is a test and I REALLY REALLY hope this become successful.

Boston is a REAL test for this. I don't about 93.1 actually but really, 92.3 Now is halfway there....all they need to do is take that plunge because Clear Channel CAN'T do it here because of 'KTU and Z-100. In effect, that would be CBS' answer.

 

[luperm]

101.7 is not a big signal. It's a Class A signal in a market full of Class B's. In NY terms, think of it as WNYE 91.5 or WQXR-FM 105.9. So, it might be better than, say a suburban rimshot like WFAS-FM or WDHA-FM, but it's NOT a full market signal.

To say that this is some sort of national trend at this point would be faulty logic at best. It's a tactical change by CC to fend off potential competition from 96.9, which is expected to change format very soon. Hopefully it does OK, but it will need time to see if it's really viable.

 

[d21ofnj]

To test waters, we should have EDM on 105.9 and move QXR to 93.9.

 

[luperm]

To test waters, we should have EDM on 105.9 and move QXR to 93.9.

That's a good one!
Give it a shot. Here's WNYC's contact info... http://www.wnyc.org/contact/ Call them and see what they have to say about it...

 

[WNTIRadio]

101.7 isn't a full market signal. It's a directional A located in the city itself. Covers Boston proper and to the north okay, pulls in on the south to protect 101.5 in Providence.

It does cover the colleges/universities well, which is where a bulk of the audience is for this format. I wonder how they will do in the summer when Boston depopulates by about 400k when all the colleges are out for the summer...

http://www.radio-locator.com/cgi-bin/pat?call=WHBA&service=FM&status=L&hours=U to get an idea.

The purple contour is about it as far as in car coverage goes (the 50dBu). The blue is the "yeah right" contour.

As a comparison, here's a full B in Boston: http://www.radio-locator.com/cgi-bin/pat?call=WBOS&service=FM&status=L&hours=U

 

[Steve Green NEPA]

If 101.7 is not a full-market signal, why would Clear Channel feel that it would be effective as a flanking strategy? Someone explain, please? Which is it?

No, the feeling here is still that the new format is a 'plan B' -- maybe a plan C -- for a property that CCU finds troublesome.
And that the new format is like a pitcher brought up from AA ball to help a rocky starting rotation. Management is reaching out and hollering for 'Help' in every direction.

Maybe the stuffy zeitgeist actually CAUGHT that elusive wish, though. The new kid pitcher has some stuff. In a few months, into 2013, might turn out to be another Dwight Gooden as far as New Yorkers go.

And one has to keep in mind the cume achieved by the Pulse.

 

[Jeffrey]

Not a viable format at all. NYC is saturated with Urban formatted stations there's no Rock here or country. I'm hoping for Rock.

Xcountry-You've expressed time and time again what your preferences are but radio isn't about what you personally want to hear. You have internet radio for that. Terrestrial radio is about what sells. Furthermore New York is no more saturated w/ urban stations than any large market, infact we just lost urban AC, Kiss FM.
Also EDM/dance isn't considered an urban format and there is no dance station here so it actually would fill a format hole in New York and is frankly less of a niche format in this market than country would be given dance's roots in this city.

 

[davideduardo]

It does cover the colleges/universities well, which is where a bulk of the audience is for this format. I wonder how they will do in the summer when Boston depopulates by about 400k when all the colleges are out for the summer...

First, college students don't constitute the bulk of dance listening. And second, since residence status is "transient" college students are not likely to get on the PPM panel.

http://www.radio-locator.com/cgi-bin/pat?call=WHBA&service=FM&status=L&hours=U to get an idea.

About 20% inside the innermost red contour is going to be the 65 dbu curve. And 95% of in-home and at-work listening, on average, takes place inside the 65 dbu. Since two thirds of all listening is NOT in the car, that limits this station to covering, at best, 40% of the market.

 

[Jeffrey]

101.7 is not a big signal. It's a Class A signal in a market full of Class B's. In NY terms, think of it as WNYE 91.5 or WQXR-FM 105.9. So, it might be better than, say a suburban rimshot like WFAS-FM or WDHA-FM, but it's NOT a full market signal.

To say that this is some sort of national trend at this point would be faulty logic at best. It's a tactical change by CC to fend off potential competition from 96.9, which is expected to change format very soon. Hopefully it does OK, but it will need time to see if it's really viable.

I read on Radio Insight that it may actually be a stunt to ward off competition from 96.9.

 

[davideduardo]

To test waters, we should have EDM on 105.9 and move QXR to 93.9.

93.9 is the key station for New York Public Radio's operation. WQXR is never, in 100 lifetimes, going to be moved to 93.9.

And neither frequency is going to be used for a a "commercial" format.

 

[davideduardo]

And to my knowledge, 101.7 is a big signal so we don't have to worry about this being "fringe" or not covering the full metropolitan area.

101.7 is to Boston even less than what 105.9 is to New York. It's a directional Class A FM with 1.7 kw at about 600 feet. It has a usable signal for home and work locations that covers less than 40% of the market population.

 

[TonySantiago]

Does the signal cover the entire part of the Greater Boston area surrounded by Rt. 128?

 

[reelyreal]

Does the signal cover the entire part of the Greater Boston area surrounded by Rt. 128?

I believe so. See http://maps.google.com/?q=http://tr...&freq=101.7&contour=60&city=LYNN&state=MA.kml (and, for that matter, http://en.wikipedia.org/wiki/Massachusetts_Route_128).

However, the Boston metro market is significantly larger--and that's without even considering adjacent metro markets that still are within the Boston DMA (e.g., Worcester). Many of Boston's stronger FMs traditionally have had a fair amount of listenership in those metros--not to mention in Providence/New Bedford.

It's definitely NOT a full market signal when you're out in the 'burbs. It's a city signal.

 

[Morpheux]

SBS has promoted Mega Electronic Fest on Mega 106.9 San Juan the last couple of years. So they have dabble with EDM somewhat.

92.3 seems more likely to go dance being that a portion of their audience already is tuning in for this.

Could 94.7 do the unconventional and go all dance?

 

[trock]

And to my knowledge, 101.7 is a big signal so we don't have to worry about this being "fringe" or not covering the full metropolitan area.

101.7 is to Boston even less than what 105.9 is to New York. It's a directional Class A FM with 1.7 kw at about 600 feet. It has a usable signal for home and work locations that covers less than 40% of the market population.

I't covers the inner city and colleges just fine. That's all that matters. I also remember living in Lexington (a suburb just outside Boston) and picking up 101.7 just fine.

 

[TheBigA]

Someone may have said this already, but the reason this made sense in Boston is The Harbor WHBA was getting a 1 share. Their lowest NY station is Power, getting a 3 share. I doubt they'll blow that up for dance.

 

[TonySantiago]

Someone may have said this already, but the reason this made sense in Boston is The Harbor WHBA was getting a 1 share. Their lowest NY station is Power, getting a 3 share. I doubt they'll blow that up for dance.

I'll say it again, if I didn't spell it out anywhere. I am NOT expecting any CC property here to go dance such as Evolution. At BEST, I still think it makes sense for CBS Radio to make 92.3 Now that dance station. If they have to go to a similar presentation as CC is with Evolution, then make Pulse Radio that brand.

And for the record, Pulse Radio on radio.com is NOT Pulse 87.

 

[TheBigA]

At BEST, I still think it makes sense for CBS Radio to make 92.3 Now that dance station.

Does CBS have experience with this format?

Their entire sales direction is aimed at older skewing formats than dance. Unless they play KC & The Sunshine Band.

 

[TonySantiago]

Not a viable format at all. NYC is saturated with Urban formatted stations there's no Rock here or country. I'm hoping for Rock.

You're biased.

At least I can support a country or alternative station if it happened here and wish you guys well. How soon we forget how I felt for you guys when you lost 101.9.......

I'm biased? No, look at the reality how many stations in this market are urban leaning?
1. Power 105.1
2. Hot 97
3. Z-100
4. KTU
5. Now FM
6. BLS
How many CHRs do we have in this market?
1. Z-100 (CC)
2. Now (CBS)
3. KTU (ALSO owned by CC-who was more successful first KTU or Z? Z. Get rid of KTU)
4. PLJ (Certain extent)
5. Fresh (Certain Extent)
A/Cs?
1. Fresh
2. Lite
Radio:
Any mainstream rock/modern rock outlets? None
Any country outlet? None
But in NYC we got a ton of stations playing the same music you wanna hear that like that Justin Bieber song for the 50th time today, just turn to 85% of the stations and you'll hear it within 5 seconds of each other! Listener: Oh boy just what I wanted to hear that Justin Bieber song for the 12th time this hour!

I don't know what NYC radio dial you are listening to but to clump the stations the way you did isn't fair.

At best....Power 105.1 & Hot 97 are similar, 92.3 Now and Z-100 are similar, Lite-FM and Fresh 102.7 are similar.

Now let us dissect. KTU is dance/CHR meeting Lite FM...no other station like it. 'PLJ is way more A/C than CHR. Call it a rock oriented Lite FM I suppose. BLS is Urban and no other station like it. You've also missed the Spanish outlets to which I think X96.3, La Mega 97.9 and now Mami 92.7 are similar. 93.1 we're still on the fence to see what happens and if the talk is the way it is, 94.7 will most likely be country.

I know Q-104 may not satisfy your needs, the same way 'KTU doesn't satisfy mine but they are what they are. You had your "moment in the sun" with the reincarnation of 'RXP and hopefully down the road another station will happen that way. 94.7 may be country, and I've always said that while the dance music core fans want a radio station for our music, country fans have suffered WORSE not having such a format in the area since the WYNY 107.1 trimul (or is it quad) cast. And if country happens on 94.7, I'm happy for those fans. But let's also face this reality....

New York City has been a rhythmic market for quite a long time. Not to say that there aren't any rock/alternative fans here but that crowd is more suburban in nature. For dance fans, we are REALLY BANKING on the success of Evolution 101.7 in Boston. It may not have a strong signal such as other Boston outlets but at least it hits right into the heart of Boston. And if this should work out, then that brings hope that a similar format like this in New York can happen. And if not on 93.1, then definitely 92.3 Now, just because it's pretty much almost there already. Get rid of Bieber, Maroon 5, Ke$ha - replace it with Deadmau5, Afrojack, etc and there you go.

I know you love your music, and I love mine. I can respect that. But the one thing I've done over the last few years is to try to see things on that radio angle and less of a fan angle. That doesn't mean that I don't believe in my format. But I try to see where the writing on the wall goes. That's why you haven't seen me post about 94.7 wishing it was dance. For the talk of country, that's fine. Of course if 94.7 did go dance, I'll have a coronary because that would have come out of nowhere!

 

[TonySantiago]

Does CBS have experience with this format?

Arguably, it does--albeit on HD subchannels (perhaps most notably, "Energy 95.7" in Houston [the HD-2 of "Hot 95.7"]).

That said, it may not have much (if any) experience in selling the format.

To add onto what EJM is saying, if radio as a whole is leaning on a network based presentation, minimizing the local angle of things, then it really won't cost all that much for CBS Radio to brand "Pulse Radio" as their dance/EDM outlet that they can eventually place in other markets as well. They could still sell national as well as have that local insertion in there.

I'll call it out in that sense as a "cost saving" format.