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Savannah - WZAT Flips BACK to Hot AC as 102.1 The Sound - The New Sound of Savannah

FilmCritic3K

FilmCritic3K

Uh, cloud people? Remember when you tried Hot AC on WZAT in 2008 as Mix 102-1? Bueller? Bueller?

www.1021thesound.com

What's the idea here? Try to carve a wafer thin slice out of 97.3 KISS FM? The mind boggles...
 
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The definition of insanity is trying the same thing and expecting a different result...

Then again, I don't think Cumulus Savannah (or more especially Cumulus corporate) is playing with a full deck these days. These are the same folks who decided to jettison the longtime KIX96 name for NASH, because...SYNERGY! Then realized a year and a half later that was a very poor idea because KIX has been a Savannah institution for over 20 years...and there are 3 other country stations not owned by the Cloud Company that would love to strip off bits off their ratings.

No wonder the Cloud Company might be filing for Chapter 11 soon!

Radio-X
 
Radio-X said:
The definition of insanity is trying the same thing and expecting a different result...

Then again, I don't think Cumulus Savannah (or more especially Cumulus corporate) is playing with a full deck these days. These are the same folks who decided to jettison the longtime KIX96 name for NASH, because...SYNERGY! Then realized a year and a half later that was a very poor idea because KIX has been a Savannah institution for over 20 years...and there are 3 other country stations not owned by the Cloud Company that would love to strip off bits off their ratings.

No wonder the Cloud Company might be filing for Chapter 11 soon!

Radio-X
Click to expand...

Precisely. I think they change execs so much, there's never any cohesion or thought given. So let's see - WZAT has gone from Hot AC in 2008 to Sports Talk in 2010 to 80s/90s Country after that and now back to Hot AC. Three format flips in less than a decade?

If they were smart they'd use that 100,000 watt signal and take on WFXH. But I guess they're ok with WIXV playing the same seven classic rock songs every day. Again, the mind boggles...
 
Sometimes I wonder if the company has any actual broadcasters working there, or if they have all given up in frustration and retired to run chicken farms.
 
To their credit, it does sound better than the first attempt. The sound is akin to Charleston's Mix 96, they're bringing in the Bert Show (no surprise) and the imaging is more upbeat. Problem is, what a "sound"? A body of water? A noise? The one, best thing they could do to help the prospects of this station out is to go back where they came from and reclaim the "Z-102" name. People would go apesh*t if they did that.
 
We are but a pin in a map dot in their eyes. The "book," the "formula" says this is how radio is done, so this is what we get. I listened for over an hour today. I'm not saying I wasted my time, but I was quite underwhelmed by the experience.
 
The only reason I can think of as to why Cumulus didn't go alternative on 102.1 was because they were afraid it would take from I-95's numbers. If you live in Statesboro, you don't get 106.1 so if you want to listen to rock, regardless if that is active, alternative or classic rock, you are going to listen to I-95. You have to think that if 102.1 offered a different style of rock (modern alternative), it would likely pull from WIXV.

WIXV has the same playlist with a few random adds that they had in 2005. Same Tom Petty songs, same Ozzy songs, same Pink FLoyd songs. Can't call I-95 a classic rock station because they really don't go that deep at all. I don't think they even play ELP, Jethro Tull, or deeper cuts from Floyd. I can't call them active rock because their new rock tends to be a handful of active rock artists that basically sound like pissed off country singers.

102.1 as alternative would probably force 106.1 in a classic rock direction and that would kill 95's already weak ratings thinks to The Hawk, Quality Rock and to an extent, 1061.

With that all being said ----- Dumb move by cumulus. Cumulus does alternative well with a slightly harder edge to it and with 102.1 signal, it would cover areas in the market that hasn't had a modern rock station since the wave 1069 days (isn't that like 15 years?).
 
I can see the wisdom of attracting a college-age audience with their disposable income and their willingness to spend it. Advertisers would be clamoring to have their spots on the station which figures out how to get these people to listen in great numbers. That is how to make money in radio, after all, right?
 
Is this serious? The station sounds like crap. Audio sounds like it's coming out of a tin can. Didn't it sound the same the last time they were Hot AC? Horribly loose imaging and jocks that couldn't sound more canned if they tried. Why didn't they just go CHR or bump WTYB up to the stronger signal at 102.1? Considering the 1021 signal has become a bit of a joke in the Savannah area, moving the existing listener base of 103.9 down to 102.1 where they can pick up more listeners may not be a bad idea.

Then use 103.9 for a different format with a clean slate.

102.1 has, for at least the past 10-15 years, always seemed like a major afterthought to me in the Savannah radio landscape. Hank FM and SC103 sound like they have more effort put in to them. Wait, they probably do.
 
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