The Station in My Mind
I've mentioned many times in the past that I think KIIS-FM is a shell of its former self, when the top-40 station literally dominated the local airwaves. Last week I alluded to the fact that conditions now are very much the same as in 1982, the year KIIS-FM began its meteoric rise to the top of the Los Angeles ratings, and that the time may be ripe for a new challenger to shake things up.
But what should that KIIS-killer sound like? Here is my version.
Production and presentation: uncluttered. As opposed to far too many stations today, which have numerous production elements at every break and generic music beds playing whenever the personality speaks, my station would be clean and simple. No music beds under anything, my personalities will be allowed to actually talk one on one with the listener. The effect is a far more intimate relationship with the audience, building greater audience loyalty.
Music: Primarily current hits, ranging from urban to alternative to crossover country. I'd set the mix at approximately 50% current with the top hits airing about every 90 to 120 minutes. Sounds too repetitive? Not when you realize people only listen to the radio for short periods at a time and they want to hear their favorite hits whenever they tune in. I'd work hard to be the first to air new music, using the slogan "tomorrow's hits today."
To add a bit of flavor, I'd carry about 30% recurrents, or songs in recent memory that may not be on the current charts. Hits in the past 5 years from Blink 182 or Third Eye Blind would fit in here. About 10% would be hits from the 1980s (Prince, Michael Jackson), 5% would be from the 1960s - 70s (those that aren't burnt from being overplayed on Arrow 93), and 5% would be reserved for listener requests.
Personalities would work 3-hour shifts to stay fresh, and there would be no voice tracking. Assuming I couldn't convince Ron Engelman and John London to reunite, Bobby Ocean would be my morning man paired with a real newscaster such as Lee Marshall, Liz Fulton, Sharon Dale, or Rick Jager.
9-noon would be Pat Garrett, noon to 3 would be Paul Freeman, 3-6: Big Ron O'Brien, 6-9: Sue Hall, Shana, or Maggie McKay, and 9-midnight Mike O'Neil. Overnights would feature China Smith, whose voice is perfect for that shift or later evenings. If any of those people were not available, I'd go after Nancy Plum, Sie Holliday, Laurie Allen, Brother Bill, or J. J. Johnson, or people of similar high caliber.
News: five minute casts twice an hour in the morning, once every hour (or so) through 7 PM. My listeners are intelligent, and I don't want them tuning away to another station such as KFI to get their news.
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