So… now what?
Don Day | April 1, 2007You buy a bunch of radio stations. You decide that one of them isn’t quite right. You pick out a new station identity, branding and format. You start running teaser promos – but you can’t flip the station until you have control of the frequency.
Then, a relative upstart comes in, launches that same format you had in mind – even using the same name just days before you were going to do the exact same thing. So you pull off the teaser liners and contemplate the next move.
That appears to be exactly what happened to the Peak Broadcasting folks. When company CEO Todd Lawley was asked at a staff meeting two weeks ago if KSAS/103.3 Kiss FM was flipping to Jack FM – he wouldn’t comment. The liners – with that familiar Bob voice started running… then Tester Broadcasting beat the company to the punch. (The liners are now gone.)
You can’t possibly think they’d launch a second Bob – so what do you do? Just doing a second variety hits station with a different name (Mike FM? Todd FM? Kevin FM?) doesn’t seem like a good idea. So what format do you launch? And how long do you wait?
Related: I just found this — my analysis of how the Jack format might do in Boise from 2005.
Peak would be just plain foolish to put a second “Bob” (Adult Hits) station on in Boise!
So, what should wise Mr. Lawley do? Keep the successful “103-3 Kiss FM” brand intact, and go with Rhythmic CHR! There is a HUGE hole for this format in Boise! It could easily be one of the top rated (12+) stations in the market, while not taking ANY listeners away from 104.3, 105.9 or 107.9! With “Bob” now taken, Rhythmic CHR is the ONLY wise choice for 103.3!
Q: Why do you think Peak wanted to flip 103.3 to a Jack/Bob-FM format in the first place??
A: To save money by using a satellite service with very little local interaction.
Q: Why keep the “KISS-FM” format on 103.3 if it costs money to lease the image and jocks from Clear Channel??
A: It’s Doesn’t! That’s going to cost A TON of money!
Question #3 is in my mind only…
Q: What format does Peak flip the 103.3 to that NOW actually makes an impact?
A: 1) Multi-generational “anthems” type ROCK station. 2) Local/Syndicated FM/Hot Talk station.
96.9, 100.3 and 105.1 have the Rock market covered…and Hot Talk on FM has failed in many markets, time and time again.
Even if Peak doesn’t keep the “Kiss” identity, Rhythmic CHR is the best possible option. Something like “Hot 103-3″ or “Power 103-3″ would work just fine.
I think that’s why a fourth station, going head on Active Rock with a mixture of stuff from the past would skew 96.9, 100.3 and 105.1.
Listen to BOB-FM a little and you’ll hear rock/alternative re-currents. That’s going to throw a chain in The X’s agenda. Big Time!
Hot Talk HAS failed in some markets but is a strong format on the west coast. Several really good shows are available in the current “Hot Talk” genre, if given proper promotion, a station like that could take off in Boise.
I would like to have an Active Rocker in Boise. For Chrissssst Sakes, Rush, Aerosmith and Van Halen didn’t stop making music in 1993!!
Who is going to play their new stuff?? The Eagle? J105?
I don’t see either stepping up.
I got it! “Borat FM!” featuring music inspired by and from the movie! When was the last time you enjoyed a good ole fashioned slovac folk tune? VERY NICE!
Hey Bob, why not bring a little bit of Wisconsin here -why we are at it too…. A good sounding Polka station would be the ticket. We would have something to look forward to on a Saturday evening… Gather the family round the Philco Console Radio, Drinking warm beer and Eating Stroodle…. Good Times for all to be had…Yee Hahh.
And oh, the remote possiblities…. Each weekend a different nursing home or hospice.
After a week with BOB, I have to admit I’m enjoying hearing some songs that haven’t been burned into the ground into this market. It’s not my first choice, but it breaks up the monotony and I can now say I need a 7th preset on my FM radio. And BOB offers something the others don’t…..MUSIC in morning drive.
And kudos to Tester for cleaning up the audio before the lauch. I agree with a previous post of KSRV sounding like it was broadcating from the bottom of a mud puddle.
It does offer a break but it seems to grow very tiresome without the human touch after a short while.
I’m with “busted”… Bob is okay in the background and I’m hearing some stuff I haven’t in a while but I have to be honest…I couldn’t tell you if I heard a spot on there or not… Kind of defeats the purpose doesn’t it?