> Speaking of which,
> I just took a look at their "Now Playing" link and all can
> say is, wow!
> Beyounce - Crazy in Love? Will Smith - Gettin Jiggy?
>
> Seems to me what they are doing is trying to come up with a
> new type of Hot AC. And I have to say, I like it! It's a
> good alternative for people who don't like Star.
Consider the Clear Channel strategy, and this makes perfect sense. Their goal with their FM stations is to own females, taking them from one station to another as they move from demographic to demographic, starting with KIIS and ending with KOST.
It's what's in the middle that's been problematic. It makes sense for them to want to graduate their KIIS listeners to a station like Star, except for the fact that Star doesn't have much ethnic appeal. (Well, and then there's the execution... too much talk, and even worse, too much uninteresting talk! Jamie's romantic ineptitude might have sounded clumsy yet charming as a star-crossed 20- or early 30-something, but now it just sounds pathetic. Hint to Jamie: your listeners have matured... maybe you should too. But I digress...)
What the CC approach was missing was a 25-34-focused station that would appeal to ethnic listeners. That seems to be what they're doing with KBIG. In theory, what they're doing makes sense, though I think the execution is problematic. Not enough ethnicity in the jocks to appeal to that audience. (Gary Spears: nice guy, tremendous jock, but as white-sounding as they come.) Too many Star and KOST songs. Looking at their current "Now Playing" page, I see 3 songs in a row that don't belong: Sixpence None The Richer "Kiss Me," Naked Eyes "Promises Promises," and Faith Hill "Breathe." (Naked Eyes <u>could</u> work if placed in the proper context, but not as presently packaged.)
My suggestion: Focus on a variety of female-friendly CHR/Rhythmic hits from the early '90s on forward (with a limited number of currents), including female-friendly rap. Include some Pop hits, but be selective. No singer-songwriters or acoustic ballads. Some well-placed R&B ballads will work very nicely. Alternative crossovers? Only if you can dance to 'em, and never next to another "Star song." Spice things up with the occasional disco nugget or a song plucked from Power 106's mid- to late-'80s playlists (Stacey Q, where are you when they need you?). Every so often, throw in an uptempo early '80s Pop hit with a beat... surprise us.
And finally, as I suggested on the other thread: Ditch those wretched old call letters. Without any kind of a winning heritage, they really don't mean anything to anyone, and they've been through so many format tweaks in the past that simply adding "The New" is pure "Chicken Little"... the sky's fallen over there way too often! Give an Ford Escort a new coat of paint, and shiny as it may be, people still won't confuse it with a Porsche.
