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The Lite WLIT

D

Dr Wayne

Noticed that WLIT has dropped Delilah! Also they dropped the Light Bulb from there web site and have new graphics and logo. Looks like they are now saying "Playing music of the 80's, 90's and Now"
 
Delilah might be in for some problems as formerly soft AC stations pick up the tempo. If you're playing Nickelback and Rihanna, having Delilah break in between songs to chat with a weepy middle aged woman from Kansas whose cat just died may not work.

I'm not much of a Delilah fan but I think she's better than simply running automated at night, which I fear is what many AC stations will do if they drop her, rather than replacing her with a live local DJ.

I've asked this question before on the AC board, but I don't understand this generation of radio listeners having no interest in any sort of soft music. Obviously Easy Listening is gone. Commercial Classical stations are no longer around and many markets don't have an NPR Classical station... although Chicago is lucky to still have WFMT. Now Smooth Jazz also has died in most markets. And even at Soft AC stations, such as WLIT, they keep increasing the tempo of their songs. In many markets today, there are simply NO stations playing any soft music.
 
Is Muzak still around? Seriously, the "soft" AC stations are the same demographic boat as a lot of Oldies stations are, older audience. The "hot" demo in a lot of markets is anything under 40. Blame the advertisers not the stations.
 
I think, I noticed their playlist had always been 80s, 90s, and Now since last year. They probably had little their playlist limit to 80s, 90s, and Now since mid to late 2000s. WLTW/NYC, WBEB/Philadelphia, KVIL/Dallas, WSB-FM/Atlanta, being the first few AC's in the past few months or in the past year to have dropped 70s.

I also noticed their playlist being the most uptempo AC playlist in the nation after I discovered them last year. I also heard that WLIT had evolved from a soft AC format into a straight AC format in the mid 90s. We all think that WLTW is the most aggressive AC in the country ever since, but I would put WLTW 2nd most aggressive AC next to WLIT being the most aggressive AC ever since. WLTW is performing very well at the top of the market while WLIT is not doing very well.

WLIT just recently dropped the light bulb logo and picked up the logo they use on WNIC/Detroit and WMYI/Greenville-Spartanburg, SC.
 
WLIT is suppose to play only 80s, 90s, and Now, but since they ran the automated program called Premium Choice at night, it made them play a lot of 70s songs that they don't play at other times of the day.

Clear Channel have really aggressive AC's, but I still believe CBS pushes their AC's further more uptempo than CC pushes their AC's. Besides WLIT and WLTW/NY, a lot of CC's AC are really upbeat as well with a lot of upbeat stuffs being played on their AC's. Though most of their AC's are still playing a lot of of soft songs from the 70s, 80s, and 90s and they do still play a lot of 70s. I know that KOST/LA and KSNE/Las Vegas are one of their soft sounding AC's even though they do have some upbeat stuffs in their playlist.
 
If "Fresh" is removed completely from CBS's online platform, I know the next name for 93.9!

Also, they can do "My 93.9", similar to My 102.5 in Greenville.
 
They need to get away from"Lite"which reflects soft rock. I would think "Fresh" would refer to current AC which does not reflect their playlist of 80's and 90's music. I like "My 93.9". Are they going after WTMX or 100.3?
 
Yea they should've definetely called it Fresh 100 or 'My 93.9". They are dumb for not doing so. Way to go Clear Channel Chicago. The "Lite" brand is outdated. Ask Apple.
 
Gregg said:
Delilah might be in for some problems as formerly soft AC stations pick up the tempo. If you're playing Nickelback and Rihanna, having Delilah break in between songs to chat with a weepy middle aged woman from Kansas whose cat just died may not work.

I'm not much of a Delilah fan but I think she's better than simply running automated at night, which I fear is what many AC stations will do if they drop her, rather than replacing her with a live local DJ.

I've asked this question before on the AC board, but I don't understand this generation of radio listeners having no interest in any sort of soft music. Obviously Easy Listening is gone. Commercial Classical stations are no longer around and many markets don't have an NPR Classical station... although Chicago is lucky to still have WFMT. Now Smooth Jazz also has died in most markets. And even at Soft AC stations, such as WLIT, they keep increasing the tempo of their songs. In many markets today, there are simply NO stations playing any soft music.
Click to expand...
I do like the comment about the woman from Kansas. I live in Kansas, and I wholeheartedly agree with you. Those are the type of callers she gets on her show.
As for Lite changing their logo and playlist, its good that they are. I think Soft AC is like Easy Listening: on the way out and dead and gone. When I become an office worker around 27, I don't want to turn on Barbra Streisand or Carpenters. Heck, I don't even want to listen to Journey.
 
ksradiogeek said:
As for Lite changing their logo and playlist, its good that they are.
Click to expand...
Umm... It looks like Lite FM just recently changed their logo, BUT their playlist have been like that for a while already. Their playlist was like that when I looked at their playlist back in the summer of 2011.
 
andrewduong77 said:
ksradiogeek said:
As for Lite changing their logo and playlist, its good that they are.
Click to expand...
Umm... It looks like Lite FM just recently changed their logo, BUT their playlist have been like that for a while already. Their playlist was like that when I looked at their playlist back in the summer of 2011.
Click to expand...

Lite cleaned up their sound when they and 100.3 were fighting for the old Fresh listeners last summer. And wow Clear Channel score as the winner because 100.3 was busy pounding the same crossover CHR artists that Mix was already late on. Nice move.
 
crguy said:
andrewduong77 said:
ksradiogeek said:
As for Lite changing their logo and playlist, its good that they are.
Click to expand...
Umm... It looks like Lite FM just recently changed their logo, BUT their playlist have been like that for a while already. Their playlist was like that when I looked at their playlist back in the summer of 2011.
Click to expand...

Lite cleaned up their sound when they and 100.3 were fighting for the old Fresh listeners last summer. And wow Clear Channel score as the winner because 100.3 was busy pounding the same crossover CHR artists that Mix was already late on. Nice move.
Click to expand...
I discovered WLIT playlist for the first time around the summer or fall of 2011 about one or two months after Fresh flipped to WBBM simulcast and that what it looked like to me. I'm curious, what does WLIT sound like back then? Like WLTW/NY? Like KOST/LA? Were they an aggressive AC back then? When did they last play 70s music?
 
Gregg: In addition to WFMT, Smooth 87.7 also exists as an option for AC music fans who prefer their music softer. It's probably the closest thing to "easy listening" Chicago has. A lot of smooth jazz purists weren't pleased when they modified the playlist from smooth jazz to smooth AC, but they may be in a position now to grab more former WLIT listeners.
 
Gregg said:
I've asked this question before on the AC board, but I don't understand this generation of radio listeners having no interest in any sort of soft music. Obviously Easy Listening is gone. Commercial Classical stations are no longer around and many markets don't have an NPR Classical station... although Chicago is lucky to still have WFMT. Now Smooth Jazz also has died in most markets. And even at Soft AC stations, such as WLIT, they keep increasing the tempo of their songs. In many markets today, there are simply NO stations playing any soft music.
Click to expand...

I agree with you completely. It is very sad. There are moods when I want to listen to CHR hits that are dancy and "turbopop", but there are other times when I LOVE to listen to soft music like Barbra Streisand, Neil Diamond, Air Supply, the Carpenters, and so on.

There is a Soft AC station out of Miami that I stream online every day at work: WFEZ/93.1. It is an amazing station and is one of the few stations nationwide that REGULARLY plays music by the artists I mentioned above. When I'm at work I want to listen to this kind of music because it keeps me sane and keeps my stress level down. Some people say this kind of music is "sleepy" but I disagree. It's relaxing and refreshing. Here's their website: http://www.easy93.com/

It does bother me a lot that so many AC stations feel the need to keep increasing the tempo. I think part of it has to do with the way our culture is programmed these days. Technology is everywhere - smartphones, texting, etc. Everyone needs stuff NOW and doesn't have tolerance for slower music.

Regarding smooth jazz, I live in Michigan and was devastated when Smooth Jazz V98.7 (WVMV) ceased to exist. I enjoyed that station a lot. I don't make it to Chicago often, but when I do, I love being able to listen to 87.7 and am happy that they stream on their website.

It's a sad state of affairs. :'(
 
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