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KPWR = CHR/Top 40?

W

WBIMDJ

After my first visit to the LA area in a few years, there's been one thing that's suprised me: The relatively mainstream/top 40 direction in which Power 106 KPWR positions itself. After scanning the dial several times, I've found that Power tends to play a lot of the same rhythmic hits as Top 40/CHR's such as Latino 96.3, KIIS 102.7, and AMP 97.1. With rumors of KDAY about to flip, will Power go back to their Urban roots? I remember back in '99-'00 the last time I heard them, they were much more heavy on the hip hop/r&b then they are now. They are practically CHR/Top 40 now.
 
WBIMDJ said:
After my first visit to the LA area in a few years, there's been one thing that's suprised me: The relatively mainstream/top 40 direction in which Power 106 KPWR positions itself. After scanning the dial several times, I've found that Power tends to play a lot of the same rhythmic hits as Top 40/CHR's such as Latino 96.3, KIIS 102.7, and AMP 97.1. With rumors of KDAY about to flip, will Power go back to their Urban roots? I remember back in '99-'00 the last time I heard them, they were much more heavy on the hip hop/r&b then they are now. They are practically CHR/Top 40 now.
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I believe that KPWR is simply trying to stay competitive with Latino, KIIS, and AMP so it has gradually tweaked it's playlist accordingly.
 
I don't see KPWR returning to Urban, even if KDAY exits the format. But at the same time they have to stay very competitive with KIIS, KLSX and KXOL because of the hispanic and 18-34 base, where KPWR's core audience is.
 
Power has no urban roots. It has always targeted Latinos, skewing more male when they went hip hop--not urban. They've always classified themselves as CHR/Rhythmic, and the radio landscape has changed along with the musical landscape. There's less mainstream hip hop right now, which is the main reason Power's sort of drifting in search of an identity right now.
 
I would like to know the Hispanic and Black percentages of audience for KIIS, KLSX, KPWR and KXOL. Ranking the highest to lowest Hispanic %, I would guess KXOL, KPWR, KLSX and KIIS. Highest to lowest Black %, I would say KPWR, KLSX, KIIS and KXOL. Although not "urban," per se, KPWR may be the most "urban" (highest Black % of audience) of the full signal stations in LA. Then again, maybe that distinction goes to KHHT, I don't know. I am curious though....
 
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