BOB’s about to hit the airwavesDon Day | March 29, 2007
At least one station named “Bob FM” is coming to the Boise market in coming days.
FM Idaho/Tester Broadcasting will exit the country radio game, and flip KSRV-FM to a variety hits format in the next few days. As I noted earlier today, KSAS/103.3 Kiss FM is currently running liners noting “Bob is coming soon to 103-point-3 F-M.”
According to Tester Broadcast CEO Dave Tester, the frequency will become “96.1 Bob FM,” using the satellite-delivered format from Waitt Radio Networks. The Bob FM brand is service marked by Waitt – and KSRV will become the licensee for the Boise DMA. It’s unclear how any move by Peak with the KSAS frequency will play in to this.
From Coldplay to Lovin’ Spoonful to Elton John to Aerosmith – the variety hits format has been all the rage for a while in many markets (the “Jack FM” trend).
The station’s HUGE playlist (1500 cuts) would rival even KRVB/Idaho’s 94.9 The River. The format overlaps with just about every other station in the market: KRVB, KCIX/Mix 106, KXLT/Lite 108, KJOT/J-105, KKGL/96.9 The Eagle, KZMG/Magic 93.1 and others. BOB usually blows up in cume, but can falter in TSL (because you invariably hit that “ICK” song before too long).
Bob FM runs jockless in most markets, which will also be the case in Boise. FM Idaho moved KSRV-FM from its transmitter site in Ontario to a spot on Deer Point last fall. Tester notes that he sees opportunity in focusing on the western part of the market – from Meridian to Ontario, and Bob will be the first part of that puzzle.
The new station will be supported by an outside media campaign – including billboards, bus benches and TV.
KSRV-AM will stay intact. Current KSRV-FM morning man and PD Dale Jeffries is staying with the company – and will “honcho” Tester Broadcasting’s Oldies efforts on 100.7. More on that story soon.