What will they do with Star?

[Hunter]

Now that CC has cleaned up and updated the sound on KBIG, and with Don Barrett's column yesterday suggesting that CC plans to put jocks on after a week or so, many questions arise about pending plans for Star. Assuming that the PPM's make a strong case for some sort of rock format, what's in store?

The questions:
Will Star flip to a more male oriented rock based format, or will they morph into one slowly to retain advertisers?
If they flip will it be to Active Rock?
If they are morphing, will it be to something like Radio 104.5 in Philly? I look at this station as a quasi rock based AAA.
New air talent?
Will any/all current air talent move to Myfm?
Does the "Star" moniker sound too popish and/or does it appeal to males?
How will KROQ react?
How will Jack react (if it's the "Radio 104.5 approach)?
Will this put Kevin Weatherly on blood pressure medicine?

I'm curious to hear some interesting thoughts. Personally, I think Star sounds a bit more rock than they used to, so I suspect they are evolving into something different. Also, I think they've made some adjustments to their website (like changing to a black backgroung) for more of a rock look.

 

[calguy]

Now that CC has cleaned up and updated the sound on KBIG, and with Don Barrett's column yesterday suggesting that CC plans to put jocks on after a week or so, many questions arise about pending plans for Star. Assuming that the PPM's make a strong case for some sort of rock format, what's in store?

The questions:
Will Star flip to a more male oriented rock based format, or will they morph into one slowly to retain advertisers?
If they flip will it be to Active Rock?
If they are morphing, will it be to something like Radio 104.5 in Philly? I look at this station as a quasi rock based AAA.
New air talent?
Will any/all current air talent move to Myfm?
Does the "Star" moniker sound too popish and/or does it appeal to males?
How will KROQ react?
How will Jack react (if it's the "Radio 104.5 approach)?
Will this put Kevin Weatherly on blood pressure medicine?

I'm curious to hear some interesting thoughts. Personally, I think Star sounds a bit more rock than they used to, so I suspect they are evolving into something different. Also, I think they've made some adjustments to their website (like changing to a black backgroung) for more of a rock look.

I'm thinking a Rock format and the Star name wouldn't really fit. Some talent may well move to MyFM, but as to who...? That's up in the air. Perhaps they'll move someone over for mornings at 104.3? They need a good show so the choices in the building are limited, it could come from outside.

If KROQ is smart they'll stay the course, they're the leader and shouldn't run scared but they could adjust to the situation should they need to. Weatherly's no dummy and should know what to do.

 

[airpab]

KROQ is a weak alt station in a weak radio market. The only reason they are where they are is because no one has come in with a signal strong enough to compete...up to this point anyway. With the loss of KBIG, STAR has a perfect opportunity to jump all over KROQ, but they've got to do it right. If they're smart, they'll take some cues from their great sounding Northern Cal counterparts...LIVE 105 AND CHANNEL 1049...and come right at KROQ. They've been sliding along with no competition up to now!

Any by the way....KBIG was a loss for SoCal...It was a fun, well-programmed station that sounded great. Too bad the numbers just weren't there. Wonder why they didn't push that station more?

 

[transent]

Correct me if I'm wrong but Clear Channel seems focused primarily on women listeners and CBS Radio on male listeners. I can't see Clear Channel changing their marketing strategy as they can use one sales team that can sell advertising on multiple stations.

If this is so, I doubt Clear Channel would adopt a male oriented format such as Active Rock or Modern Rock.

Perhaps, they will leave Star alone or continue to add more female friendly Modern Rock/AAA artists.

 

[Talking Furniture]

KROQ is a weak alt station in a weak radio market. The only reason they are where they are is because no one has come in with a signal strong enough to compete...up to this point anyway. With the loss of KBIG, STAR has a perfect opportunity to jump all over KROQ, but they've got to do it right. If they're smart, they'll take some cues from their great sounding Northern Cal counterparts...LIVE 105 AND CHANNEL 1049...and come right at KROQ. They've been sliding along with no competition up to now!

Any by the way....KBIG was a loss for SoCal...It was a fun, well-programmed station that sounded great. Too bad the numbers just weren't there. Wonder why they didn't push that station more?

Neither Live 105 or the absolutely irrelevant Channel 1049 are even in the same league as KROQ. There is nothing on either station that Kevin Weatherly should even consider.

 

[Hunter]

Correct me if I'm wrong but Clear Channel seems focused primarily on women listeners and CBS Radio on male listeners.

If this is true, how would you explain CBS owning the female targeted Wave and CC owning the male targeted sports KLAC. And, they started the male targeted Indy 103.1 a few years ago too?

I can't see Clear Channel changing their marketing strategy as they can use one sales team that can sell advertising on multiple stations.

With the female stations CC has, even without Star, they will continue to dominate female buys and will control the CPP for the demo. Although there is/was some staff selling both KBIG and Star, that isn't the case throughout all their stations in the market.

If this is so, I doubt Clear Channel would adopt a male oriented format such as Active Rock or Modern Rock.

The new rating system will demand new strategies. The research on the PPM's, which Arbitron will begin using in Jan, is showing that although all stations in the market have lower ratings under the new system, rock fares much better than any other format, including AC. Without a competitor KROQ, who has been the #1 and #2 billing station in the entire country the last two years, is likely to grow even stronger. I'm sure CC smartly sees this as a great opportunity to go after new male demo dollars and grow market share.

Perhaps, they will leave Star alone or continue to add more female friendly Modern Rock/AAA artists.

CC has been trying to figure out how to position both KBIG and Star for the last few years and get decent numbers, but to no avial. There are too many AC stations in the market, especially with PPM's on the way. Star has had pretty strong cume duplication with KROQ for many years. If they were to move in a harder direction, they may lose some women to sister station Myfm, maybe some to Jack, but many will stay, but more importantly, they can grow dramatically with men listeners and grow new ad revenue.

 

[jrplbg]

I'm thinking a Rock format and the Star name wouldn't really fit. Some talent may well move to MyFM, but as to who...? That's up in the air. Perhaps they'll move someone over for mornings at 104.3? They need a good show so the choices in the building are limited, it could come from outside.

Why not move Valentine over to MYfm and team him with Irma, then make Star "more music in the morning"?

 

[MarkW]

Nothing's going to happen to Star 98.7 -- CC is going to stay the course.

 

[romer979fm]

KROQ is a weak alt station in a weak radio market.

congratulations: that has to qualify as the most uninformed statement of 2007.

 

[calguy]

I'm thinking a Rock format and the Star name wouldn't really fit. Some talent may well move to MyFM, but as to who...? That's up in the air. Perhaps they'll move someone over for mornings at 104.3? They need a good show so the choices in the building are limited, it could come from outside.

Why not move Valentine over to MYfm and team him with Irma, then make Star "more music in the morning"?

Yes, Valentine to mornings at MyFm is a very real possibility, or at least a consideration. But I still think Star will be a rocker of some sort.

 

[airpab]

Get online and listen to LIVE 105 and Channel1049. Star would do well to come at KROQ with a similar sound!

 

[KathyClningMyHseNYnkrs]

I'm thinking a Rock format and the Star name wouldn't really fit. Some talent may well move to MyFM, but as to who...? That's up in the air. Perhaps they'll move someone over for mornings at 104.3? They need a good show so the choices in the building are limited, it could come from outside.

Why not move Valentine over to MYfm and team him with Irma, then make Star "more music in the morning"?

Yes, Valentine to mornings at MyFm is a very real possibility, or at least a consideration. But I still think Star will be a rocker of some sort.

calguy, they just did.

 

[KathyClningMyHseNYnkrs]

At the end of the Valentine & Lisa show, Valentine made the announcement that he will do the morning show at My FM, and Lisa will be staying at Star. They're still calling it "Star." At 10:00AM, the station played Pearl Jam. So far, I've just heard liners, but I missed about a minute.

Just heard a liner that "Star is the only station who pays its DJs NOT to talk." Hmmm.

 

[mrslate]

I know...I got it!!!!!

Maybe they should kill the Star name, and rebrand with an innovative name...hmmm...Ok...here we go...Let's call the station Fresh! Yeah, that's it! We can play a bunch of hooks and tell listeners to vote for their favorites (shhh...we already did a "real" music, but they don't need to know that). Oh, and let's pull all dj's from the air. Don't want clutter. We'll get a voice that is female-friendly, and say things like, "the FRESH sound" or "FRESH favorites..."

This is why radio is so unsexy these days! Boring BS that passes for innovation. Give me a break.

 

[KathyClningMyHseNYnkrs]

I know...I got it!!!!!

Maybe they should kill the Star name, and rebrand with an innovative name...hmmm...Ok...here we go...Let's call the station Fresh! Yeah, that's it! We can play a bunch of hooks and tell listeners to vote for their favorites (shhh...we already did a "real" music, but they don't need to know that). Oh, and let's pull all dj's from the air. Don't want clutter. We'll get a voice that is female-friendly, and say things like, "the FRESH sound" or "FRESH favorites..."

Here, check this out: http://www.star987.com/pages/rockstar/videos.html

"Rock Star," complete with logo.

This is why radio is so unsexy these days! Boring BS that passes for innovation. Give me a break.

This is why the return of CBS-FM is a dream come true! Personality radio is fun.

 

[Hunter]

I've only listened for about 10 minutes, but it would seem that they are dropping the "Star" name - which they should. Recorded voicers are refering to the station as only "98-7".

 

[leethalweapon]

My money is on Radio 98.7. A AAA/Modern A/C hybrid. It will most likely take effect going into the weekend.

 

[CHRles]

How anyone could think of 106.7 K-Rock as a weak station is beyond me. It is one of the most influential radio stations in the world, and its ratings and revenues far exceed stations like Live 105. If anything, maybe live 105 needs a "real" competitor, not the other way around.
As for Star, it looks like many of you were right - Valentine will now be doing mornings at My FM, and star is becoming more male friendly. It'll likely end up sounding like 104,5 in Philly.

 

[Hunter]

My money is on Radio 98.7.

In this abreviated market of "LA" and "OC", where we drive "The 405" and we shop at "The Galleria", maybe they plan on using only the name "98-7". Probably not though, as the domain typed as 98-7 is already regestered to someone else.

 

[KathyClningMyHseNYnkrs]

My money is on Radio 98.7. A AAA/Modern A/C hybrid. It will most likely take effect going into the weekend.

According to All Access, Star has a new positioner, namely, "L.A. & ORANGE COUNTY'S MODERN ADULT STATION."

Charese Fruge is still the PD, at least for now, and the morning show producer, Brian Holt, will "assist her with music duties and record calls...."

http://www.allaccess.com/