KPLV My 93.1 FM

[e-dawg]

Since My 93.1 has morph from Rhythmic AC. I know Wikipedia label as CHR, but is MY 93.1 a HOT AC station instead of CHR? They don't play lots of rhythmic stuff and most of the songs are few years and adult leaning songs such as Adele, Train, etc.

 

[radiopunk99]

It's strange. They seem to be Hot AC during the day and top 40 at night. Maybe they take the Clear. Channel premium choice at night? Or they just lean younger at night cause they think it's a good strategy. I'm not sure.

 

[nd2023]

There are 3 other CHRs in town

 

[radiopunk99]

And? I don't understand your point. There were 3 other top 40 stations in town the day they decided to go top 40 in the first place, before they adopted the name "My". Is your point that they need to go Hot AC because there are already too many top 40 stations? If that's the case, you are correct. However, I still think its strange that they have a different format at night compared to the day.

 

[e-dawg]

Does Clear Channel Top 40 format works in Las Vegas?

Remember 101.9 KISS-FM?
Wild 101.9 FM?
and now MY 93.1 FM.

 

[bilco]

It's fairly common. It is called dayparting and is sometimes subtle and sometimes rather extreme. Some stations have been very successful with this idea others have fallen flat on their face. I remember about 40 years back when I was getting out of the Air Force in Mississipi, I auditioned at a station that proudly boasted that they were going for the "negro" audience before noon and the "white" audience after. I was just getting into the practice of auditioning and didn't seriuosly want the job, but it was offered to me as news director, race unspecified!
Bill

 

[radiopunk99]

Hey Bilco,

Yes, I am familiar with dayparting but this is way beyond dayparting of certain records. This is a completely different format at night. I have never seen this done successfully, especially in PPM.

 

[bilco]

I've seen it done successfully back east years ago with some very extreme format differences for day parts, but nothing recently. No reason why it can't work if the research is done and it balances. There are stations that lose all audience to the night time diversions like TV and now the intenet. It would be good business to make a change to add a different audience. There is no rule that you have to program to the same people all 24 hours.

 

[ToshLV]

It's fairly common. It is called dayparting and is sometimes subtle and sometimes rather extreme. Some stations have been very successful with this idea others have fallen flat on their face. I remember about 40 years back when I was getting out of the Air Force in Mississipi, I auditioned at a station that proudly boasted that they were going for the "negro" audience before noon and the "white" audience after. I was just getting into the practice of auditioning and didn't seriuosly want the job, but it was offered to me as news director, race unspecified!
Bill

Wow...sign of the times, eh? my question Bill....did it work for them?

 

[Jay F]

I remember in the 70s/early 80s when KLUC would heavily daypart. They sounded like two different radio stations day and night. In the day they were like a Hot AC and at night pretty much a Rock station. In the morning you would hear Barbra Streisand theme from Evergreen and at night they were playing Van Halen album cuts (which were edgy at the time).

This type of extreme dayparting is rare today. As for 93.1 my guess is that the dayparting you hear is a matter of convenience (such as premium choice) rather than by design.

 

[radiopunk99]

Well JayF, if you are correct and you usually are... Programming a station completely different at night for convenience rather than strategy is probably the saddest thing I have heard in a long time. If a 100,000 watt station in a market as large as Las Vegas isn't important enough for a company to do the right thing, I guess this business has a lot of work to do. Seriously, radio companies today need to take a close look at the people making these kind of questionable decisions. Cause I'll tell you this, whatever they're doing on 93.1 is not working.

 

[bilco]

Tosh, I really don't know. They seemed to be doing OK those days. I left Mississippi shortly thereafter, never to return. I wonder if it would work today, not the dayparting, but the racial targeting.
Bill

 

[ToshLV]

Tosh, I really don't know. They seemed to be doing OK those days. I left Mississippi shortly thereafter, never to return. I wonder if it would work today, not the dayparting, but the racial targeting.
Bill

thanks Bill would be interesting for sure..total hybrid...beyond a AC...BOB, JACK or Urban AC!!

 

[36james]

KRQ in Tucson, does dayparting, they go with Hot AC during the day, and when night nears they go into a rythmic mode, they "move" with their listeners, according to wikipedia, KRQ has been successful at this, and is a highly rated station, has been for years.

 

[radiopunk99]

36james, you are correct. However, Tucson is a very different competitive environment. It's also diary rather than PPM. In Tucson, there is no other Hot AC and only 2 other Top 40/Rhy stations. In Vegas, there is a big heritage Hot AC (KMXB) already and four Top 40 stations (KFRH, KLUC, KVEG, KPLV). KROQ is the big heritage station in Tucson with a huge existing brand. When you have that kind of brand in a diary market, you have a lot more flexibility. In fact, their strategy is probably to protect themselves from the new KSZR which just launched a little over a year ago. In KPLV's case, they are the newest "Top 40 / Hot AC" station in Vegas that is still trying to create a brand. I just don't think it's wise from a brand standpoint to be doing one thing during the day and another at night. Maybe it'll work for them in the long run but I personally don't think it will.

 

[bilco]

Radio and 36, The call sign is KRQQ, not KRQ or KROQ. They ID on the hour as KRQ (pause) Q Tucson but it's been KRQQ for years.
Bill FOrmer CE of the Group that owned KRQQ 17 years ago