Someone on the staff said she was told that Market Manager Bruce Demp is tired of being a 4 share radio station and wants to be more competitive with V-103. Demp apparently said he'll pay whatever he has to in order to get the right PD. Some of this might be coming from Radio One programming chief Jay Stevens.
The "upgrade" began a few weeks ago when midday personality Ramona Debreaux was replaced by this guy Pezo, who tells listeners he's doing his show from his house and actually walks around the station in his bathrobe.
I applaud Demp's attempt to be more competitive, and maybe he can succeed to an extent. But V's signal is vastly superior to Hot's, giving Hot an uphill climb. And of course V's personalities are stars, and V has the real heritage. Another thing going against Hot is V's broad demo appeal. Hot might do better really focusing on 18-34 and going all out for that demo. I don't see them taking much over 34 away from V.