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STAR Observation

R

radiorobert

Noticed a parculiar thing about STAR in the past few days...

This could just be me, and this has always been the case, but it would seem that STAR is "sprinkling" in more Rhythmic tracks.

In the couple days I've heard:

Black Eyed Peas...The most recent hit before 'My Humps'...whatever it was. (Can't think of it right now)

Outkast..."Hey Ya"

Destiny's Child "Jumpin' Jumpin'"

Pretty Ricky

Gwen Staffani "Holla Back Girl"

A few others that escape me at the moment. It seems they're playing them closer togeather and more often.

I've also heard liners with more of a 'young' slant to them. "STAR is awesome...they play awesome hits" etc.

Is STAR gradually shifting younger??? More Rhythmic in frequency?
Or...is it just me? (could be)
 
I have noticed this too lately...it seems they are adding "safe" rhythmic tracks.


> Noticed a parculiar thing about STAR in the past few days...
>
>
> This could just be me, and this has always been the case,
> but it would seem that STAR is "sprinkling" in more Rhythmic
> tracks.
>
> In the couple days I've heard:
>
> Black Eyed Peas...The most recent hit before 'My
> Humps'...whatever it was. (Can't think of it right now)
>
> Outkast..."Hey Ya"
>
> Destiny's Child "Jumpin' Jumpin'"
>
> Pretty Ricky
>
> Gwen Staffani "Holla Back Girl"
>
> A few others that escape me at the moment. It seems they're
> playing them closer togeather and more often.
>
> I've also heard liners with more of a 'young' slant to them.
> "STAR is awesome...they play awesome hits" etc.
>
> Is STAR gradually shifting younger??? More Rhythmic in
> frequency?
> Or...is it just me? (could be)
>
 
They seem to be mostly Rhythmic recurrents, but they're sprinkling them in more often.

Also, they have dropped alot of the 80's they were playing and are adding some modern rock and Alternative tracks.

It makes sense in the long run. Most of their current and up and coming audience in the future will have been raised on a steady diet of Rhythmic and/or CHR/Pop type formatics. Especially the females. They claim to be a 'young adult' station now, so it's time they start sounding like one.

They could also, imo, dump 70's Saturday night and add something edgier and more 'hip' like Open House Party or Mainstream HotMix. When you look at their DJ profiles, most all of the staff range in age from 20 to maybe late 30's. 70's Sat. night just doesn't fit anymore, especially when KIOA, and other stations are now heavily catering to that audience.

It's doubtful anyway that STAR pulls in an audience much over age 40-45.



> I have noticed this too lately...it seems they are adding
> "safe" rhythmic tracks.
>
>
> > Noticed a parculiar thing about STAR in the past few
> days...
> >
> >
> > This could just be me, and this has always been the case,
> > but it would seem that STAR is "sprinkling" in more
> Rhythmic
> > tracks.
> >
> > In the couple days I've heard:
> >
> > Black Eyed Peas...The most recent hit before 'My
> > Humps'...whatever it was. (Can't think of it right now)
> >
> > Outkast..."Hey Ya"
> >
> > Destiny's Child "Jumpin' Jumpin'"
> >
> > Pretty Ricky
> >
> > Gwen Staffani "Holla Back Girl"
> >
> > A few others that escape me at the moment. It seems
> they're
> > playing them closer togeather and more often.
> >
> > I've also heard liners with more of a 'young' slant to
> them.
> > "STAR is awesome...they play awesome hits" etc.
> >
> > Is STAR gradually shifting younger??? More Rhythmic in
> > frequency?
> > Or...is it just me? (could be)
> >
>
<P ID="edit"><FONT class="small">Edited by radiorobert on 01/25/06 06:19 PM.</FONT></P>
 
This isn't a bad move on their part, but I think doing it "half-a**" isn't going to do a lot of good. Whether they want to call it Adult CHR versus the Hot AC format they had...it is still weak and people under 25 especially realize that. They will not pick up many new listeners from that segment with these current changes. Nobody is going to tell their friends "I heard a Destiny's Child song on Star!" when that song and others have been overplayed on KISS107/ KKDM in the past. It's not exciting to people.

I know this argument is beating a dead horse and is growing dust...but if they wouldn't have strayed away from mainstream CHR from back in the early 90s...they would be kicking butt now over KISS, and this topic wouldn't even be an issue.



> They seem to be mostly Rhythmic recurrents, but they're
> sprinkling them in more often.
>
> Also, they have dropped alot of the 80's they were playing
> and are adding some modern rock and Alternative tracks.
>
> It makes sense in the long run. Most of their current and up
> and coming audience in the future will have been raised on a
> steady diet of Rhythmic and/or CHR/Pop type formatics.
> Especially the females. They claim to be a 'young adult'
> station now, so it's time they start sounding like one.
>
> They could also, imo, dump 70's Saturday night and add
> something edgier and more 'hip' like Open House Party or
> Mainstream HotMix. When you look at their DJ profiles, most
> all of the staff range in age from 20 to maybe late 30's.
> 70's Sat. night just doesn't fit anymore, especially when
> KIOA, and other stations are now heavily catering to that
> audience.
>
> It's doubtful anyway that STAR pulls in an audience much
> over age 40-45.
>
>
>
> > I have noticed this too lately...it seems they are adding
> > "safe" rhythmic tracks.
> >
> >
> > > Noticed a parculiar thing about STAR in the past few
> > days...
> > >
> > >
> > > This could just be me, and this has always been the
> case,
> > > but it would seem that STAR is "sprinkling" in more
> > Rhythmic
> > > tracks.
> > >
> > > In the couple days I've heard:
> > >
> > > Black Eyed Peas...The most recent hit before 'My
> > > Humps'...whatever it was. (Can't think of it right now)
> > >
> > > Outkast..."Hey Ya"
> > >
> > > Destiny's Child "Jumpin' Jumpin'"
> > >
> > > Pretty Ricky
> > >
> > > Gwen Staffani "Holla Back Girl"
> > >
> > > A few others that escape me at the moment. It seems
> > they're
> > > playing them closer togeather and more often.
> > >
> > > I've also heard liners with more of a 'young' slant to
> > them.
> > > "STAR is awesome...they play awesome hits" etc.
> > >
> > > Is STAR gradually shifting younger??? More Rhythmic in
> > > frequency?
> > > Or...is it just me? (could be)
> > >
> >
>
 
This brings an interesting issue to my mind.

Since most people can hear alot of the STAR music on KISS way before STAR plays it, and since more young people are attracted to KISS b/c they'll go more Rhythmic, it doesn't seem like there is actually really a need for something like STAR in the market. Even if it competes against CC.

They've already lost before they've started. The older audience can switch to other stations to get 80's and 70's music. The younger audience can hear newer stuff on KISS, even if they don't like all the Rhythmic KISS plays.

It's no wonder STARS ratings are falling. I think the only thing that keeps it alive is Ken&Colleen, combined with a perception among some advertisers that there still might be an audience there. But, from what I hear in the Saga building, STARS revenue is gradually dropping off.

I know though the common line is, "well, it's a business thing, they can take shares and ad revenue away from KISS", which is true, but one has to wonder if, after a while, there really isn't a good business argument for it anymore.


> This isn't a bad move on their part, but I think doing it
> "half-a**" isn't going to do a lot of good. Whether they
> want to call it Adult CHR versus the Hot AC format they
> had...it is still weak and people under 25 especially
> realize that. They will not pick up many new listeners from
> that segment with these current changes. Nobody is going to
> tell their friends "I heard a Destiny's Child song on Star!"
> when that song and others have been overplayed on KISS107/
> KKDM in the past. It's not exciting to people.
>
> I know this argument is beating a dead horse and is growing
> dust...but if they wouldn't have strayed away from
> mainstream CHR from back in the early 90s...they would be
> kicking butt now over KISS, and this topic wouldn't even be
> an issue.
>
>
>
> > They seem to be mostly Rhythmic recurrents, but they're
> > sprinkling them in more often.
> >
> > Also, they have dropped alot of the 80's they were playing
>
> > and are adding some modern rock and Alternative tracks.
> >
> > It makes sense in the long run. Most of their current and
> up
> > and coming audience in the future will have been raised on
> a
> > steady diet of Rhythmic and/or CHR/Pop type formatics.
> > Especially the females. They claim to be a 'young adult'
> > station now, so it's time they start sounding like one.
> >
> > They could also, imo, dump 70's Saturday night and add
> > something edgier and more 'hip' like Open House Party or
> > Mainstream HotMix. When you look at their DJ profiles,
> most
> > all of the staff range in age from 20 to maybe late 30's.
> > 70's Sat. night just doesn't fit anymore, especially when
> > KIOA, and other stations are now heavily catering to that
> > audience.
> >
> > It's doubtful anyway that STAR pulls in an audience much
> > over age 40-45.
> >
> >
> >
> > > I have noticed this too lately...it seems they are
> adding
> > > "safe" rhythmic tracks.
> > >
> > >
> > > > Noticed a parculiar thing about STAR in the past few
> > > days...
> > > >
> > > >
> > > > This could just be me, and this has always been the
> > case,
> > > > but it would seem that STAR is "sprinkling" in more
> > > Rhythmic
> > > > tracks.
> > > >
> > > > In the couple days I've heard:
> > > >
> > > > Black Eyed Peas...The most recent hit before 'My
> > > > Humps'...whatever it was. (Can't think of it right
> now)
> > > >
> > > > Outkast..."Hey Ya"
> > > >
> > > > Destiny's Child "Jumpin' Jumpin'"
> > > >
> > > > Pretty Ricky
> > > >
> > > > Gwen Staffani "Holla Back Girl"
> > > >
> > > > A few others that escape me at the moment. It seems
> > > they're
> > > > playing them closer togeather and more often.
> > > >
> > > > I've also heard liners with more of a 'young' slant to
>
> > > them.
> > > > "STAR is awesome...they play awesome hits" etc.
> > > >
> > > > Is STAR gradually shifting younger??? More Rhythmic in
>
> > > > frequency?
> > > > Or...is it just me? (could be)
> > > >
> > >
> >
>
 
> Since most people can hear alot of the STAR music on KISS
> way before STAR plays it, and since more young people are
> attracted to KISS b/c they'll go more Rhythmic, it doesn't
> seem like there is actually really a need for something like
> STAR in the market.

The only way that the argument that Star has outlived its purpose is valid is if you fail to consider that:
1) Kiss and Star compete for different demos: Kiss slaughters Star 18-34, Star does a number on Kiss 25-54.
2) Star wouldn't be able to touch the rhythmic product if My provided any competition at all. But because My isn't even top 10 25-54, it allows Star to protect the younger end of their demo and even play a little bit 18-49, because they can play the occasional pop rhythm tracks that 25+ women like without Kiss's extremes (the rap and the Papa Roach/Crossfade rock).
3) Star is still top 25-54 and is consistently the #1 or 2 biller in the market (usually #2 behind WHO, but I believe Star outbilled them a couple times).

> They've already lost before they've started. The older
> audience can switch to other stations to get 80's and 70's
> music.

My 100 plays more '80s, yet their numbers are in the toilet. Star's Friday Night '80s programming is one of the highest rated dayparts on the station. The '70s show on Saturday is odd, but nobody's really listening to Star on Saturday nights anyway - why not try something different that appeals to the older end of their target?

> The younger audience can hear newer stuff on KISS,
> even if they don't like all the Rhythmic KISS plays.

Star takes the younger numbers as a bonus. They're only interested in 25-54 women.

> It's no wonder STARS ratings are falling. I think the only
> thing that keeps it alive is Ken&Colleen, combined with a
> perception among some advertisers that there still might be
> an audience there.

It's #5 25-54. There's plenty of audience there.

> But, from what I hear in the Saga building, STARS revenue is gradually
> dropping off.

Apparently your contacts in the Saga building don't see the Miller-Kaplans. Star is billing just fine - and quite a bit more than Kiss.

> I know though the common line is, "well, it's a business
> thing, they can take shares and ad revenue away from KISS",

Again, they aren't playing the same game as Kiss. Anyone who says that doesn't have a clue what they're talking about.
 
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