CBS finally acknowledged the impending threat from WKDN, and announced a new station for the Philly market. I was surprised to learn the solution is NOT putting 1060’s programming on FM, but a completely different approach.
Instead, CBS will blow-up the simulcast on 610 AM and launch a women-centric all-newser to go head to head with Merlin’s FM News. WKYW will feature lifestyle, cooking and celebrity segments looped every 22 minutes, mixed with a smattering of world, national and local headlines. Sports segments are once per hour and limited to just scores.
Research showed that men view 1060 AM favorably but women merely tolerate it. The imaging on the new station is completely re-worked. Notably KYW’s 2-3-4 times a day slogan was deemed too confusing. “…they tell me to listen 2-3-4 times a day but they never say when those times are.” was a comment heard in female focus groups.
“The W-KY”, a moniker CBS hopes listeners will adopt, will promote “Traffic on the 7s”, which will actually air at the 9 minute markers since many listeners will be running late. As a market first, the reports have helpful reminders to use turn signals and check your parking brake.
Beverly Williams was asked to come back and voice the TOH ID. CBS says they are still putting on the finishing touches but hope to launch by Memorial Day.
philadelphia.cbslocal.com
Instead, CBS will blow-up the simulcast on 610 AM and launch a women-centric all-newser to go head to head with Merlin’s FM News. WKYW will feature lifestyle, cooking and celebrity segments looped every 22 minutes, mixed with a smattering of world, national and local headlines. Sports segments are once per hour and limited to just scores.
Research showed that men view 1060 AM favorably but women merely tolerate it. The imaging on the new station is completely re-worked. Notably KYW’s 2-3-4 times a day slogan was deemed too confusing. “…they tell me to listen 2-3-4 times a day but they never say when those times are.” was a comment heard in female focus groups.
“The W-KY”, a moniker CBS hopes listeners will adopt, will promote “Traffic on the 7s”, which will actually air at the 9 minute markers since many listeners will be running late. As a market first, the reports have helpful reminders to use turn signals and check your parking brake.
Beverly Williams was asked to come back and voice the TOH ID. CBS says they are still putting on the finishing touches but hope to launch by Memorial Day.
philadelphia.cbslocal.com