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Vibe 107.5 drops the "Hits"
- Thread starter saradio1
- Start date
Is it now a direct competitor to We 103.3?
One We and another We would be....
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AnyHuman
Guest
We 103.3 is The Beat's competition.
Good for Vibe, SA has too many hit stations already!
Good for Vibe, SA has too many hit stations already!
A
AnyHuman
Guest
If Vibe hasn't fixed their liners yet and removed the "hit" references, I'm not surprised. KXTN hadn't updated their liners to reflect the channel change to 1350 AM last I heard it, it was still calling itself 107.5 despite having been on 1350 AM for months. LOL
As of today, liners remain the same...lol.
Even though the format leans Hip Hop, I do like the expanded playlist. However, I would have kept the Hits but only air Pop Hits such as Ava Max, Dua Lipa, Billie Eilish, etc. not heard on their sister station The Beat. This would target 94.1, 96.1, and Magic.
Univision San Antonio seems like a dumpster fire. If I'm not mistaking, this is the 3rd playlist adjustment since launch? I know the +6 numbers are meaningless, but they are usually a mild indicator of market trends.
KBBT used to consistently come out on top and KXTN was a very solid performer. Instead of innovating and making the Tejano format a bit younger, Univision decided to bleed out KXTN dry. Then in another genius move, Vibe was chosen as the replacement format to go up against KBBT. Real genius! And now, the format is basically "Yo! 95.1" again (which failed not long ago).
And don't get me started with Latino Mix 95.1. I'm not sure if it's a matter of pride, but they need to bow out and let KZEP win that limp wristed slap fight.
The only real winner seems to be KROM, but most of that programming is nationally syndicated and likely has nothing to do with local decisions.
KBBT used to consistently come out on top and KXTN was a very solid performer. Instead of innovating and making the Tejano format a bit younger, Univision decided to bleed out KXTN dry. Then in another genius move, Vibe was chosen as the replacement format to go up against KBBT. Real genius! And now, the format is basically "Yo! 95.1" again (which failed not long ago).
And don't get me started with Latino Mix 95.1. I'm not sure if it's a matter of pride, but they need to bow out and let KZEP win that limp wristed slap fight.
The only real winner seems to be KROM, but most of that programming is nationally syndicated and likely has nothing to do with local decisions.
Everything possible was tried to rescue Tejano, including adding a lot of country songs (that researched very well). But no matter what, the format has no appeal under age 35 and very little left in 35-44. There is practically no new hit music, and the format is sort of like 60's and 70's CHR oldies... not salable.
Even when it was getting 5 shares, the demos were so old it billed poorly.
The issue is that the market is very rhythmic, and there are too many rhythmic stations. The two UVN stations are intended to be complimentary, but with the other players constantly modifying the blend, it is a moving targe.
It bills quite well.
None of the UVN format decisions are made locally. Local folks are part of discussions, but no manager or PD can change or modify a format.
But KXTN used 107.5 because it is on an HD channel there.
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AnyHuman
Guest
True, but I didn't hear it announcing "HD2".
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AnyHuman
Guest
Nobody listens to that format any longer, so this is basically an effort to placate a few politically connected residents tied to the Tejano culture.
Not too long ago I remember hearing Lady Gaga- Bad Romance and LMFAO- Party Rock Anthem on rotation on Vibe. A few days later, they were never heard again. Seems like the local folks are having a say what Vibe should sound like versus the higher ups.
"Quite well" is a relative term. Does it bill well compared to market leaders? Or does it bill well for a station with a 1.2 share in the +6? Because if it's the latter, then the station is leaving money on the table.
Quite well for the market. Given the perception that a contemporary format attracts higher income consumers than other Spanish language formats, it is a nice partner for KROM.
Hispanic buys are a totally separate universe. Stations are judged against the other Spanish language stations and not against the full market.
The classic example is that KXTN, even with 4 shares and above, was a low biller due to the age of the listeners and the fact that Hispanic buys don't generally target 25-54 but, instead, 18-49.
Or, maybe, just maybe, they did a music test. Or, also a maybe, they have some songs on a rotation that plays them in each daypart, and then rests for a period.
These are often considered to be "oh, wow" records and they don't support frequent play.
All the group stations program based on AMTs and callout, not personal decisions.
The Beat's main competitor is it's own sister station Vibe 107.5...lol.
Attachments
I really can't get over the fact that the format on Vibe has already failed twice in the last decade (with one of those failures being Univision's Yo! 95.1). Launching Vibe to complement The Beat was like introducing a hungry lion at an Antelope ranch so they can keep each other company.
In a market as unique as San Antonio, corporate decisions made by corporate data are going to miss the mark. San Antonio is an older market with a large 2nd, 3rd, 4th (and so on) generation Hispanic community. These people are completely assimilated to Texas culture and don't have the same spending habits as Hispanics in Houston or Dallas. Also important to note is the large military community and the impact it has on the community.
I'm not sure what the future is for Vibe (or KBBT for that matter), but Univision should strongly consider a format that is outside of their "Hispanic" wheelhouse.
The problem is that too much authority was given locally, and now the local PD is out. But, that said, there is no pirating by one to the other. The PPM shows listeners average 2 to 3 favorite stations, and the idea of the two flavors of hip hop is to keep those listeners in-house when they change around.
The real cause of The Beat’s problems was the time they had an urban morning show on a pure Hispanic station; the two cultures are nowhere near being similar. The core was alienated, particularly as politics became part of that show.
Solid local research was done, but not implemented right locally.
On the other hand, the KROM format is programmed from out of the market and is doing magnificently among Spanish Dominants. And the number of Spanish dominants is increasing in San Antonio.
UVN has disposed of all stations that do not target Hispanics, just as they did in TV and new media.
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Props to the Univision sales team in being able to sell Latino Mix to advertisers. Out of 100,000 watts stations in the market, Latino Mix ranks to lowest.
I imagine 104.5 is out billing Latino Mix.
I imagine 104.5 is out billing Latino Mix.
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