I picked a lousy time to preview the new satellite feed (midnight Saturday night) but I'm a big believer you can tell a lot about a station by what they're doing when they think nobody's listening.
First, I have to say the fidelity of the station strikes me as slightly improved. Perhaps it's the radio I'm on right now, but it always sounded a little pumpy and thin before... not so much now.
Initially the imaging didn't do much for me either positive or negative, but then I heard the line, "yes, Britney... there was country before Shania." O.K., that made me chuckle.
There doesn't seem to be a jock overnights. That's disappointing although not unusual. If I'm getting a national feed, though, I'd expect an overnight jock.
At one point an OBVIOUS jock liner played into a song, complete with the upturn in the voice at the end of the ID, trying to suggest the sentence wasn't finished... and then no jock! That's pretty silly sounding.
The hour I sampled struck me as a pretty broad mix, which is both good and bad. It was nice to hear a Hank Williams Sr tune thrown in, but I hear an awful lot of 80s. I still say this kind of format either needs to end at outlaw country, or start with the urban cowboy movement. Many of the songs struck me as less than mega-hits... if that means they're rotating a huge library, fantastic! If they're going to play 300 songs and many of them aren't the home runs, it's gonna be old in a week. Long-term listening will be the only way to tell if this is TSL-building or lousy selections by the MD.
It's sad to see local jocks go, but at the same time 99.5 was NEVER a contender for the 1170 Big Country throne, and the signal in Tulsa still isn't great... this may be the best way for them to keep the format on cost-effectively.
As someone else on this thread said, 99.5 seems to have always been about deflecting anger about killing KVOO-AM... not that it worked...
Another possible reason for doing this: is it possible that the station was successful in the ratings, but perhaps the audience was all 55+, making it a hard sell to the agencies? If so, perhaps from a business standpoint your most logical move is to cut costs (go satellite) and keep the local advertisers who believe in the format on-board.
If they go younger to reach a more "marketable" audience, they risk cutting in to 98.5's audience... if 98.5 goes younger, they risk LOSING their audience. (Young Country is dead, isn't it?)
Unless 98.5 dumps country (not likely because it's still a money maker for them) or 99.5 dumps country oldies (to go to what?), where they are is where they likely feel they have to be right now.
The underdog, 1170, is the only one who looks that good right now... and their ratings weren't that impressive looking last time I looked, but at least they have an optimistic future...
Final impressions: because there's nowhere else to go to find this music, 99.5 will hold much of their audience... and because there is not THAT big an audience for the format and the audience is aging, noone will compete with them.
GRADE: C+. It's weak radio, but it's pretty good business.