WLTW returning to "Lite-fm?"

[radiolives]

Welcome back Lite-FM. WLTW's website has the Lite-FM logo back up. Now are they going to be LITE I doubt it and I also doubt it will help ratings. But well see in December with Christmas music as we don't know if Fresh or WCBS-FM will go Christmas.

 

[neo11]

They weren't "Lite" even as Lite FM for quite a few years now. They might tone it down just a bit though and maybe add a fewer of the older cuts they removed from their playlist recently but do not expect to hear Midler or Manilow anytime soon.

 

[BACKnUSSR]

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.

Exactly my point. Better competition caused the fall. Not dropping the "Lite" name. 106.7 was never personailty driven really, so I don't know that it made THAT much of a difference. And as for Delilah, although that was clearly a corporate move, it didn't affect nighttime ratings enough to cause a slide. Many here seem to think re-establishing the Lite name will fix the troubles, but the truth is, the station must gear up for a marketing war against new formidable formats. This is not a Jim Ryan problem. He continues to program probably the best mainstream AC station in America, the marketing staff just needs to find a way to establish its place in the minds of listeners now being inundated with "Fresh" new concept and an oldies stations that has arisen like a phoenix.

 

[fang39]

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.

Exactly my point. Better competition caused the fall. Not dropping the "Lite" name. 106.7 was never personailty driven really, so I don't know that it made THAT much of a difference. And as for Delilah, although that was clearly a corporate move, it didn't affect nighttime ratings enough to cause a slide. Many here seem to think re-establishing the Lite name will fix the troubles, but the truth is, the station must gear up for a marketing war against new formidable formats. This is not a Jim Ryan problem. He continues to program probably the best mainstream AC station in America, the marketing staff just needs to find a way to establish its place in the minds of listeners now being inundated with "Fresh" new concept and an oldies stations that has arisen like a phoenix.

I think Lite's drop was not so much from the name change, but from a combination of their increased competition and their change in programming. Though Fresh got off to a nice start, they took a step back in the latest trends as well. I'm sure the return of CBS-FM has much to do with that. There have always been alternatives up and down the dial, but Lite was always able to whether the challenge because of the music they played and not in spite of it. It was always the preferred radio station in the workplace, whether it be a corporate environment or a doctor's office. They never did target the "soccer moms" as their primary listeners. I think they should return to the "Lite" music that made them the most successful radio station in America and let the competition make fun of them. "Lite" will have the last laugh--all the way to the bank!

 

[leethalweapon]

I think Lite's drop was not so much from the name change, but from a combination of their increased competition and their change in programming. Though Fresh got off to a nice start, they took a step back in the latest trends as well. I'm sure the return of CBS-FM has much to do with that. There have always been alternatives up and down the dial, but Lite was always able to whether the challenge because of the music they played and not in spite of it. It was always the preferred radio station in the workplace, whether it be a corporate environment or a doctor's office. They never did target the "soccer moms" as their primary listeners. I think they should return to the "Lite" music that made them the most successful radio station in America and let the competition make fun of them. "Lite" will have the last laugh--all the way to the bank!

Will they have the last laugh? If they don't evolve, as time moves on the music they play will become irrelavant to the demo they are chasing and they will be stuck playing music to an audience no one is interested in. This is where I think CBS stole the march on CC. With the help of a consultant who obviously saw what was going to happen, they are now grooming the next generation of AC listener.

 

[fang39]

I think Lite's drop was not so much from the name change, but from a combination of their increased competition and their change in programming. Though Fresh got off to a nice start, they took a step back in the latest trends as well. I'm sure the return of CBS-FM has much to do with that. There have always been alternatives up and down the dial, but Lite was always able to whether the challenge because of the music they played and not in spite of it. It was always the preferred radio station in the workplace, whether it be a corporate environment or a doctor's office. They never did target the "soccer moms" as their primary listeners. I think they should return to the "Lite" music that made them the most successful radio station in America and let the competition make fun of them. "Lite" will have the last laugh--all the way to the bank!

Will they have the last laugh? If they don't evolve, as time moves on the music they play will become irrelavant to the demo they are chasing and they will be stuck playing music to an audience no one is interested in. This is where I think CBS stole the march on CC. With the help of a consultant who obviously saw what was going to happen, they are now grooming the next generation of AC listener.

Spoken like an true advocate for consultants, who had nothing to do with it, as CBS chief Dan Mason recently admitted the reason for the flip back to CBS-FM was the fear another company was ready to launch their own "oldies" format in the NYC market. The change was a last minute decision, made only about 2 weeks prior to the flip, which also explained some of the techincal and production issues that ensued post-flip--it was a rushed job.

The similarity here is the fact that the return of CBS-FM gave it's listeners back what they had lost. Yes, the format has been "tweaked," but it's familiar enough to former listeners that they've returned. That's what I think Lite needs to do. Tweak the music, yes. But to changing to a Hot AC isn't going to get it done. You've already got that elsewhere. Their latest commercial heralding 2 commercial free hours isn't going to bring back lost listeners as the female VO is yelling like she's hyping a CHR station. I don't think the corporate environment or doctor's offices that I spoke of in my earlier post are looking to have their employees "dance at work." Do you think a dentist wants to be working on a nervous patient with "More Than A Feeling" in the background? Those places are probably tuning in CD 101.9 by now. They want mellow! Remember, Lite replaced all of the former "Beautiful Music" and Muzak systems that used to be the default listening at such places.

 

[FCR]

Yesterday's All Access explained why WLTW dropped "Lite" to begin with.

OM/PD JIM RYAN told the NY Daily News that more people were writing the frequency and not the word "Lite" in their diaries, so they thought they'd simplify it. But, no reason was given as to why they're calling it "Lite" again.

 

[fang39]

It was always the preferred radio station in the workplace, whether it be a corporate environment or a doctor's office.

I don't think the corporate environment or doctor's offices that I spoke of in my earlier post are looking to have their employees "dance at work." Do you think a dentist wants to be working on a nervous patient with "More Than A Feeling" in the background? Those places are probably tuning in CD 101.9 by now. They want mellow! Remember, Lite replaced all of the former "Beautiful Music" and Muzak systems that used to be the default listening at such places.

As fate would have it, I spent part of yesterday afternoon in a Doctor's office, and Lite FM was on in the waiting room. At around 2:00, I heard the Rod Stewart version of "What A Wonderful World", followed by "Take Your Time, Do It Right" by the S.O.S. Band and J-Lo's "Let's Get Loud." In my mind, with the exception of Stewart, this is not "Lite" music. In fact, to me it sounded like a train wreck. However, sitting across from me in the waiting room was a Mother, probably in her late 40's/early 50's and her 20 something daughter--and both were noticeably enjoying the music, with Mom lip synching the words along with the tunes! Go figure!

 

[LIradiofan226]

Yesterday I got additional affirmation at least in my mind how despite Fresh boasting that they have the better playlist and making fun of WLTW, WLTW does have the more diverse rotation. Last night Fresh was playing Kelly Clarkson " Because of You" which is a fine song that both stations consistently play, but at the exact same time WLTW was playing a song that Fresh does not play. They played the classic Jim Croce song " Time in a Bottle."

 

[fang39]

Yesterday I got additional affirmation at least in my mind how despite Fresh boasting that they have the better playlist and making fun of WLTW, WLTW does have the more diverse rotation. Last night Fresh was playing Kelly Clarkson " Because of You" which is a fine song that both stations consistently play, but at the exact same time WLTW was playing a song that Fresh does not play. They played the classic Jim Croce song " Time in a Bottle."

What you call "classic" is exactly the type of song Fresh paints as "tired, old & boring!"

 

[RickSklar77]

The untold story about the subtraction/addition of "Lite" is that he didn't even know it was coming. The one who started all of it (read the Daily News article from last spring) is ultimately responsibe, and though I find it hard to believe, she was ready to turn the guy over. It just shows how radio has become more political inside the hallways, with less regard for the listeners. Truthfully, I feel sorry for both of them, because the guy that brought them both down is no longer there.

 

[BACKnUSSR]

PREDICTION: Fresh is gone within 2 years.