Lite 99.7 Debuts

[Whiplash]

99.7 debuted its new AC format as “99.7 Lite-FM” at midnight tonight with new KHLT-FM call letters in place. Anybody that lives there let us know how it sounds.

 

[Gregg]

Well, it's going to be tough for a 50,000 watt station on a 480 foot tower in Belle Plaine, about 25 miles south of Wichita, to compete with Clear Channel AC station KRBB, 100,000 watts on a 990 foot tower, licensed to Wichita.

These days, AC stations try not to call themselves Lite anymore, fearing that means "Old." Some AC stations with "Lite" in their names may still use it to identify the station (Lite 106, Lite Rock 93) because they've been doing it for decades. But they NEVER refer to the music as Lite. And a new AC station wouldn't call itself "Lite."

So I'm wondering what the reasoning is. Unless they're trying to go softer than KRBB, similar to Easy 93 in Miami. But will that work in Wichita?

 

[ksradiogeek]

99.7 debuted its new AC format as “99.7 Lite-FM” at midnight tonight with new KHLT-FM call letters in place. Anybody that lives there let us know how it sounds.

I'm trying to get the station here in Hutchinson, but it is pretty static-y this far North. From what I've been able to pick up, it sounds mostly older, but they do play some semi-current material. The only current song I can think of is "Home" from Phillip Phillips, but that's about it. Most of their recurrents seem to be from the 2000s, such as The Fray and Colbie Callait. I don't know if any AC stations play him anymore, but a Peter Cetera track was their second song. Around the top of the hour, I've noticed it faded out of a song they just started a minute prior, legal ID (with KHLT calls), then started a Fray track. I hope this low-budget stuff is just a simple error in the computer and can be fixed quickly. If this continues when Brett Harris (IF!) comes over, I'd say they would fall way behind B98. I've also noticed they've snagged a few of B98's old jingles from the past couple of years now that B has gone with Ann DeWig.

Well, it's going to be tough for a 50,000 watt station on a 480 foot tower in Belle Plaine, about 25 miles south of Wichita, to compete with Clear Channel AC station KRBB, 100,000 watts on a 990 foot tower, licensed to Wichita.

These days, AC stations try not to call themselves Lite anymore, fearing that means "Old." Some AC stations with "Lite" in their names may still use it to identify the station (Lite 106, Lite Rock 93) because they've been doing it for decades. But they NEVER refer to the music as Lite. And a new AC station wouldn't call itself "Lite."

So I'm wondering what the reasoning is. Unless they're trying to go softer than KRBB, similar to Easy 93 in Miami. But will that work in Wichita?

Gregg, you're definitely right. As mentioned previously, I can't really get the station in Hutch unless if I drive South or have my antenna pointed that way. I bet not a lot of people paid attention to the previous Spanish format (Radio Lobo, I believe, is the top Hispanic station in the market), yet people really listened for The Fly when it was Alternative. As for their choice of moniker, I think that's pretty much the only thing the new owners thought of. What else would they be able to name it? Heartbeat? The Point? I fear with this station, it will just be a low-budget station that people really won't know about unless if they see a billboard or station vehicle. I was really dying for Alternative, a return of true Urban, or something other than Country, but this is what we got stuck with.

In terms of demographics, we don't have as big of an older population as Miami or South Florida has. Not entirely where winter birds flock to!

 

[K-Billy]

KRBB has a massive signal. Up here in Salina it comes in stronger then any other Wichita station.

 

[Kent]

I remember that. My ex was an AC listener, and she hated KRBB with a passion! Her stations of choice were KSKU 106.1 (this was a few months before it moved, and 106.1 went country), KY-94, and KJCK-FM. KZSN-FM did pretty well in Salina, too, and she liked it a lot better than KFDI.

Pretty much all of the class C's put a decent signal into Salina with a little effort except 105.3. That one was always a challenge. I was disappointed to find that out as I enjoyed KWSJ.