WLTW returning to "Lite-fm?"

[wmgcbs]

This afternoon, I found myself listening to WLTW for a few minutes, and at the top of the hour, they said, "Now in HD Digital WLTW New York's 106.7... LITE-FM." Now, for the past few months, the TOH said basically the same thing, except with no mention of Lite-fm. Since WLTW's ratings have been dropping (and the August extrapolations weren't too great from what I've heard), I think it is time they become Lite-fm once again, and it seems that they are thinking the same way.

DJs are still calling the station New York's 106.7, so "Lite" is only heard at the top of the hour as of now. However, I think that WLTW needs to return to its "Lite" moniker and make the station musically Lite again. Updating the format is one thing, but what they have done at 'LTW in the past year is more than an update -- it was almost like a tweak towards Hot/Bright AC. We have a hot AC in PLJ and a bright AC in Fresh. How 'bout we just have the "Lite" back on, doing what they've done for most of the past 23 years - playing actual soft music from the 60's through today.

So... I also present some questions to you. Did you like the Lite-fm of, say, 2003-2004 better or do you like the current "New York's 106.7" version of WLTW, especially with respect to the music.

Secondly, do you think it's a good move to bring back the "Lite" moniker AND return to a more conventional AC format (if this is what is going to happen - for all I know, the station is still going to be bright with just an occasional mention of "Lite.")

I look forward to your responses.

 

[reggie]

In addition to your post, I found it real odd that WLTW played Sexyback last Saturday..what's up with that? Definitely not "Lite"

 

[neo11]

That may have been a part of their Saturday Night Dance Party, where the music becomes even more upbeat than usual.

 

[wgliradio]

WLTW has been mentioning the LITE slogan once an hour to keep it active. They have shifted it to the Top of Hour ID. Dr Sniffen is wrong, the LITE branding is not back.

 

[disney fanatic]

I guess the "Lite" name is back to stay! If you count on these two stations in the Hudson Valley, 92.1 and 98.5 still using the "Lite-FM" name on WRNQ and WCTW, and in New York City, WLTW is bringing back "Lite-FM" on 106.7, and on website, they're still saying "New York's 106.7". Is that true?

 

[FCR]

I think they should go with Lite 106-7. With PPM almost here, programmers should be considering dial position as the most important part of imaging. With nothing for the tab folk to write down, all they need to remember is the dial position so that they go there. New York's 106.7 sounds like something is missing. Lite 106.7 sounds good.

 

[DToTheJ]

I say they shut everyone up and retain the WKHK call letters. ;D

 

[davideduardo]

With PPM almost here, programmers should be considering dial position as the most important part of imaging. With nothing for the tab folk to write down, all they need to remember is the dial position so that they go there.

PPM started last Thursday.

 

[FCR]

With PPM almost here, programmers should be considering dial position as the most important part of imaging. With nothing for the tab folk to write down, all they need to remember is the dial position so that they go there.

PPM started last Thursday.

That's just the first pre-Currency which doesn't mean very much right now. The first actual currency survey doesn't begin until November. Still time for programmers to enact change.

 

[davideduardo]

With PPM almost here, programmers should be considering dial position as the most important part of imaging. With nothing for the tab folk to write down, all they need to remember is the dial position so that they go there.

PPM started last Thursday.

That's just the first pre-Currency which doesn't mean very much right now. The first actual currency survey doesn't begin until November. Still time for programmers to enact change.

But there is no diary survey, as far as I can tell. The last diary book is summer, and there are no further trends. While October and November are pre-currency, they will be released to subscribers. The only measurement is via PPM.

October and November will be released, but can not be used for sales but "can and should be used for programming" (Arbitron statement) and, once the December currency report is issued, the previous two can be used retroactively for sales.

 

[FCR]

With PPM almost here, programmers should be considering dial position as the most important part of imaging. With nothing for the tab folk to write down, all they need to remember is the dial position so that they go there.

PPM started last Thursday.

That's just the first pre-Currency which doesn't mean very much right now. The first actual currency survey doesn't begin until November. Still time for programmers to enact change.

But there is no diary survey, as far as I can tell. The last diary book is summer, and there are no further trends. While October and November are pre-currency, they will be released to subscribers. The only measurement is via PPM.

October and November will be released, but can not be used for sales but "can and should be used for programming" (Arbitron statement) and, once the December currency report is issued, the previous two can be used retroactively for sales.

i already knew that

 

[davideduardo]

i already knew that

When you said that PPM was "almost here" I got the impression that you did not know.

 

[FCR]

i already knew that

When you said that PPM was "almost here" I got the impression that you did not know.

I meant usable data was almost here.

 

[wmgcbs]

WLTW has been mentioning the LITE slogan once an hour to keep it active. They have shifted it to the Top of Hour ID. [...]the LITE branding is not back.

Well, now it seems to be officially back. Every break I've heard since about 3:30 has included "Lite-fm" in one way or another... "106.7 Lite-fm," and "New York's 106.7 Lite-fm." Also, the weather forecasts at about :25 past the hour are back. Recently, they were running a sweeper to the effect of "Sing along all day while you work online at 1067newyork.com" in place of the weather.

Now the key is getting the music back to a more AC-friendly mix.

 

[disney fanatic]

Well, now it seems to be officially back. Every break I've heard since about 3:30 has included "Lite-fm" in one way or another... "106.7 Lite-fm," and "New York's 106.7 Lite-fm." Also, the weather forecasts at about :25 past the hour are back. Recently, they were running a sweeper to the effect of "Sing along all day while you work online at 1067newyork.com" in place of the weather.

Now the key is getting the music back to a more AC-friendly mix.

According to the main website, WLTW is going back to its roots as "Lite-FM" for now at 106.7. I don't like the way the station was "New York's 106.7 FM", that was dumb and it was just plain nonsense. Now they go back to Lite-FM and it works good.

 

[fang39]

I just received a mailer over the weekend with the Lite-FM logo. However, the TV ads still say New York's 106.7 FM.

 

[disney fanatic]

I just received a mailer over the weekend with the Lite-FM logo. However, the TV ads still say New York's 106.7 FM.

You're kidding, I saw the TV ad during Oprah and it says "106.7 Lite-FM" a few moments ago.

 

[fang39]

I just received a mailer over the weekend with the Lite-FM logo. However, the TV ads still say New York's 106.7 FM.

You're kidding, I saw the TV ad during Oprah and it says "106.7 Lite-FM" a few moments ago.

The commercial I saw ran during "Cold Case" CBS on Sunday night. Maybe they began running the Lite spots today.

 

[BACKnUSSR]

Shows how silly and fickle listeners can be......
NOTHING changes about the station other than laying off the word "Lite"
and they take a hit.

 

[neo11]

Nothing changed about Lite? They fired some of their most established on-air personalities and put on the dreadful Delilah. But what matters even more is that there's competition in Fresh and CBS-FM in addition to the already established CD 101.9, which seems to be inching up as of late as well. I don't think the listeners left 106.7 because of the "Lite" name or the lack of it for a few months, they left because there were other options on the dial and some of the changes, in terms of programming, at 106.7 gave some of those listeners an incentive to sample other stations. I can attest that in many establishments, where the dial on the radio seemed to be welded onto 106.7 for years, I've heard both 101.1 and 102.7 with some regularity in the past few months, and most stations that made the switch seem to have remained with either of the two new stations.