Re: A lot of problems exist with this scenario
Thanks. I only post occasionally because when I write, I WRITE, if that isn’t obvious.
I’ll expound on the analysis. KKBT should have never gone up against Power 106 in the Smith/Santuosso period.
Back in the 80s/early 90s, KKBT – like the other Urbans across the country – dropped the ball by not playing much hip-hop. In many major markets churbans arose and succeeded by playing a good amount of hip-hop and thereby capturing a young, multi-ethnic crowd. In particular, churbans succeeded more so in larger, diverse markets in Blue States.
In the early to mid-90s, as crossover music waned and music became more polarized, pop and churban stations that hereto might have had quite similar playlists had to more firmly decide on an identity – either mainstream/top 40 or top/rhythmic. On the urban side, stations had to decide whether to go churban (a few did), Urban AC, or remain mainstream urban. In LA, KIIS stuck with its mainstream heritage and got less rhythmic; KPWR weighed both mainstream and rhythmic options and decided to go aggressively rhythmic; KJLH had decided to go Urban AC; KKBT stuck with mainstream urban.
As the 90s progressed, in the diverse major markets the churbans performed very well with their young, multi-ethnic audiences as hip-hop’s popularity grew despite its polarizing effect. Think Hot 97, KMEL, Power 106, WPGC, Power 96, The Box (Houston), etc. Meanwhile, as these churbans solidified their grasp on the young, multi-cultural end, many of the former “Urbans” in these markets segued to UAC, for example WRKS, KMJC, etc. One big exception is KSOL/KYLD, which went from Urban to Churban/Rhythmic in the early 90s, although KSOL/KISQ reemerged later as a UAC.
By the late 90s/early 00s, the realignment of urban and pop radio that spawned from the 80s crossover phenomenon and the rise of hip-hop was well established. We now mainly had decidedly, years-in-the-format Mainstream Pop, Rhythmic (most of which sound like young-oriented Urbans), Mainstream Urban, and Urban AC stations in the major markets. There was a brief nationwide fling with Jammin’ Oldies that failed with Urban ACs winning out in the long run.
In the diverse major markets, churbans and Urban ACs have become most successful. Houston and San Francisco have NO “official” Mainstream Urban station. New York has one Mainstream Urban that is out-performed by a Churban and an Urban AC. Miami, NY, and Houston have #1 or #2-rated UACs. New York and San Francisco have two well-performing, full-signal Urban ACs. Hot 97, KMEL, and The Box (along with KPWR) are considered the primary hip-hop stations in their respective markets. Adding to the equation, in the mid-00s New York, San Francisco, Houston, and Miami (& LA) now each have at least one Hispanic Urban.
L.A. is one of few major market that lacks a true, full signal Urban AC, despite the format’s success in similar markets. L.A. has one limited-signal UAC and one “Rhythmic AC” that doesn’t want to be or admit to being an Urban AC. Both are vulnerable and could be easily be out-performed by a full signal UAC.
All of this is my longwinded way if saying, if KKBT wanted to be a churban, it should have become so in the early 90s like KSOL. By the time the late 90s came around, the hip-hop leaders in the large markets had been established, and those were the stations that had already been churbans. KKBT could not have beat Power AND held onto its aging R&B fan base, though it seemed to try. In its over 8 years of trying I think KKBT has only beat Power in one book. Its ratings have not been that great for most of this period, with only the Harvey era providing the ratings spurt to help mask its problems. Other major market (former) Urbans recognized that adults were the way to go years ago. KKBT’s lack of movement in that direction is the main reason a KHHT was able to debut and survive this long in this market. KKBT’s mainstream urban format might do well in the South and Midwest or 10 years ago, but is harder to maintain in today’s major “Blue” cities. Look at WBLS: sounded great but could never really compete against Hot 97 and allowed Kiss to flourish; it recently switched back to UAC.
KIIS going more rhythmic and KXOL and KDAY coming onto the scene have provided triple-whammies and exposed KKBT’s vulnerability as a younger-oriented, churbanish Mainstream Urban. These stations have the leeway to be aggressive with hip-hop and/or other non-R&B music without worrying about turning off much of their core. In the hip-hop world, The Beat can’t even claim heritage any more than Power or KDAY can, and that’s even if young hip-hop fans gave a hoot about heritage or loyalty to begin with.
If anything KKBT could claim R&B heritage as the first full signal Urban station in LA, however that would resonate most with listeners who remember KKBT when it debuted and in its early years, and those people are now in their late 20s to late 40s (who were in the teen to thirtysomething age range back then). Hence, UAC would be a good direction.
KIIS has no reason to get less rhythmic. Power is still #1 18-34 so I doubt it is itching to change. KXOL will be around for at least another year. I wouldn’t count on KDAY disappearing in the near future. Meanwhile, Hot will still rotate the same oldies, and I very seriously doubt KJLH’s signal will increase in ’06 if ever, and 25-54 is where the money’s at. So to me it’s obvious what KKBT should do, where its most natural fit and potential success can be found. However, after hearing and reading the conventional thinking of L.A. radio people over the years, I wouldn’t be shocked if I hear even more crunk music, a splash of reggaeton, and the ever lovely voices of Eric Cubiche and K-Sly on KKBT throughout 2006. And Tom C. will still be PD. And the ratings won’t improve. And we’ll be talking about this again.
