rageradio said:
They were used for just that back in the mid 80s when 97Rock flipped to Top 40 as Hit 96.5
And we all know what a great success that was! Anybody want a few thousand KKHT bumper stickers?
Except for the Legal ID, call letters are a waste of time. Some of the best known sets here in Houston would have to be KILT, KTRH, KRBE, and...well you get the picture. The audience knows those stations best and refers to them as their numerical dial positions. Go ahead, ask anybody. They'll tell you that they listen to 100 or 104 or 93-7. I rarely ever get callers who ask me if they've reached KKRW. People still get 97 Rock's call letters wrong, but they sure remember 97 Rock. By the way, they were KSRR (and I had to check to be sure) which were chosen for Star 97. So, if calls were so important to the success of a station, you can be sure ABC would have changed them when they changed formats.
Of course, back in the day, we listened to Kilt, Knews, and Kick, but that was before we knew what call letters were.