Will Active Rock return to Los Angeles radio?

[SJFAN]

For many years this market has been without an Active Rock station. We had Pirate Radio and Knac. Clear Channel could flip 98.7 or Emmis could dump Movin. LA needs an Active Rock FM station

 

[Bianco500]

That would be a very desired move on behalf of the radio fans, certainly would make more sense then a "white CHR" move and keeping Rick Dees.

But the dumb a!! at Emmis will keep playing those Mega Oldies and continuing to justify a 0.8 and will likely renew Dee's contract in the proccess.

I would be amazed if they actually used their brain for something besides sitting on.

 

[hotpatrick2004]

Here is a question for ya who is brighter radio one or emmis?

 

[CHRles]

Doubt this will happen, especially since K-Rock now has competition from 98.7, and in some areas from Indie. L.A. is pretty much the Modern Rock capital of the world with THREE such stations.
As for Emmis and Movin, they need to make some drastic changes at the station. While going after KIIS-FM with a bit more of a broad based CHR format moght not be a bad idea, it would prolly affect Power 106's ratings. Still, there are markets where a company owns both a CHR/Pop and a Rhythmic CHR. Knoxville, Colorado Springs are just a couple of markets off the top of my head.

 

[Countrykitten]

Here is a question for ya who is brighter radio one or emmis?

Does that denote there is some "Bright" going on in the first place? (oh...my bad)

Though it's only my opinion and not fact, I'd think someone needed to infuse some money into Emmis to get a chair in a booth over there. Maybe promises of certain rating numbers were made? Whatever the case, Movin hasn't moved anywhere. Personally, I don't have any friends tell me they listen to that station. I'm thinkin' Emmis best reconsider. Stock prices are not looking to good.

 

[shirleyschmidt]

Here is a question for ya who is brighter radio one or emmis?

Does that denote there is some "Bright" going on in the first place? (oh...my bad)

Though it's only my opinion and not fact, I'd think someone needed to infuse some money into Emmis to get a chair in a booth over there. Maybe promises of certain rating numbers were made? Whatever the case, Movin hasn't moved anywhere. Personally, I don't have any friends tell me they listen to that station. I'm thinkin' Emmis best reconsider. Stock prices are not looking to good.

I am sure someone else possibly a former employee of Emmis made number promises that have yet to be seen.

 

[Countrykitten]

Here is a question for ya who is brighter radio one or emmis?

Does that denote there is some "Bright" going on in the first place? (oh...my bad)

Though it's only my opinion and not fact, I'd think someone needed to infuse some money into Emmis to get a chair in a booth over there. Maybe promises of certain rating numbers were made? Whatever the case, Movin hasn't moved anywhere. Personally, I don't have any friends tell me they listen to that station. I'm thinkin' Emmis best reconsider. Stock prices are not looking to good.

I am sure someone else possibly a former employee of Emmis made number promises that have yet to be seen.

Oh I think I know who you are talking about. Hmmmmmm. Would radio stations really chance everything based on what a radio personality "thinks" they can do? Isn't market research something the radio station should do before they make the move? (Okay, Emmis claimed they did but then admitted the market research and numbers could be wrong...whatever)

 

[shirleyschmidt]

Here is a question for ya who is brighter radio one or emmis?

Does that denote there is some "Bright" going on in the first place? (oh...my bad)

Though it's only my opinion and not fact, I'd think someone needed to infuse some money into Emmis to get a chair in a booth over there. Maybe promises of certain rating numbers were made? Whatever the case, Movin hasn't moved anywhere. Personally, I don't have any friends tell me they listen to that station. I'm thinkin' Emmis best reconsider. Stock prices are not looking to good.

I am sure someone else possibly a former employee of Emmis made number promises that have yet to be seen.

Oh I think I know who you are talking about. Hmmmmmm. Would radio stations really chance everything based on what a radio personality "thinks" they can do? Isn't market research something the radio station should do before they make the move? (Okay, Emmis claimed they did but then admitted the market research and numbers could be wrong...whatever)

Radio personalities with long histories on the air, say 20+ years, their thoughts, opinions etc are greatly accepted by radio managers, owners etc.
Emmis did in fact do research, they just didn't do ENOUGH research or it was done with a biased opinion of the previous format of the station and therefore was inaccurate as shown in the current ratings of Movin' 93.9.

 

[Countrykitten]

Here is a question for ya who is brighter radio one or emmis?

Does that denote there is some "Bright" going on in the first place? (oh...my bad)

Though it's only my opinion and not fact, I'd think someone needed to infuse some money into Emmis to get a chair in a booth over there. Maybe promises of certain rating numbers were made? Whatever the case, Movin hasn't moved anywhere. Personally, I don't have any friends tell me they listen to that station. I'm thinkin' Emmis best reconsider. Stock prices are not looking to good.

I am sure someone else possibly a former employee of Emmis made number promises that have yet to be seen.

Oh I think I know who you are talking about. Hmmmmmm. Would radio stations really chance everything based on what a radio personality "thinks" they can do? Isn't market research something the radio station should do before they make the move? (Okay, Emmis claimed they did but then admitted the market research and numbers could be wrong...whatever)

Radio personalities with long histories on the air, say 20+ years, their thoughts, opinions etc are greatly accepted by radio managers, owners etc.
Emmis did in fact do research, they just didn't do ENOUGH research or it was done with a biased opinion of the previous format of the station and therefore was inaccurate as shown in the current ratings of Movin' 93.9.

Though I remember being told by a certain someone at 93.9 that 93.9 would never flip. Hmmmm - dead wrong there.

 

[davideduardo]

Oh I think I know who you are talking about. Hmmmmmm. Would radio stations really chance everything based on what a radio personality "thinks" they can do? Isn't market research something the radio station should do before they make the move? (Okay, Emmis claimed they did but then admitted the market research and numbers could be wrong...whatever)

Research will tell you about what listeners have done, not what they will do. For that, you need Miss Cleo.

Talent, as a rule, does not know market demographics, understand the competitive array, or even get that listeners tune to more than one station. While there are plenty of exceptions, we would not normally look to talent to suggest possible changes, as change understandably threatens talent.

You can find out about current dissatisfaction or interest in a new music mix or style, but nothing can tell you exactly whether listeners will come if you fill an apparent need. First, listeners can not visualize, day in and out, what a new station would sound like. And, more important, nobody can predict how a competitor might react to cover a significant part of the appeal of a new format.

Research can not design a good radio station. Research is a tool. Bad carpenter + wonderful tools = waste of wood. With a good PD, research is a big help and guidance, but not a roadmap to success on its own. You can even have a good research project, a great PD, but changing market competitive lineups and fail miserably.

 

[Countrykitten]

Oh I think I know who you are talking about. Hmmmmmm. Would radio stations really chance everything based on what a radio personality "thinks" they can do? Isn't market research something the radio station should do before they make the move? (Okay, Emmis claimed they did but then admitted the market research and numbers could be wrong...whatever)

Research will tell you about what listeners have done, not what they will do. For that, you need Miss Cleo.

Talent, as a rule, does not know market demographics, understand the competitive array, or even get that listeners tune to more than one station. While there are plenty of exceptions, we would not normally look to talent to suggest possible changes, as change understandably threatens talent.

You can find out about current dissatisfaction or interest in a new music mix or style, but nothing can tell you exactly whether listeners will come if you fill an apparent need. First, listeners can not visualize, day in and out, what a new station would sound like. And, more important, nobody can predict how a competitor might react to cover a significant part of the appeal of a new format.

Research can not design a good radio station. Research is a tool. Bad carpenter + wonderful tools = waste of wood. With a good PD, research is a big help and guidance, but not a roadmap to success on its own. You can even have a good research project, a great PD, but changing market competitive lineups and fail miserably.

As you stated "First, listeners can not visualize, day in and out, what a new station would sound like. And, more important, nobody can predict how a competitor might react to cover a significant part of the appeal of a new format."

I am thinking that sometimes "Listeners" are not the only ones who cannot visualize, there are execs who cannot.

Competitor might react ?? True -- did anyone react to Movin? Or did it just fail miserably in an over-saturated market?

My experience also tells me that radio-insiders and researchers can be dead wrong.

 

[davideduardo]

I am thinking that sometimes "Listeners" are not the only ones who cannot visualize, there are execs who cannot.

And that is where the failure to properly interpret research comes in.

Competitor might react ?? True -- did anyone react to Movin? Or did it just fail miserably in an over-saturated market?

Yep. Clear made some changes to 92.3 that pretty much obviated a need for Movin'. Add to that some other things that went on in the market, like KLVE sounding fresher, and you had enough to remove the hole for Movin'.

My experience also tells me that radio-insiders and researchers can be dead wrong.

The purpose of a reserch project is to tell management what listeners think in a very organized manner... otherwise, we would stand at street corners and ask questions. A reseasrch project is designed to survey a specific group of persons and ask specific questions. The research company basically takes the specifications and gets people who fit the recruit specs to answer them, then tabulates the data... including cross tabs, etc., and gives it to the station.

If the station decided to look at the wrong group, or misinterpreted the data, it is a station issue. The research company just asks what it is told to ask. Researchers, thus, can not be "dead wrong" as they give no opinions... they simply obtain opinions from listeners or potential listeners. Opinion has nothing to do with it.
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