My my... Things have been popping since my last post. First in the swinging swirling twirling world of commercial radio there are a number of changes of note. First after many years we see the return of KVIL. No it's not that KVIL ever left, the, what consultants and marketers now call "Branding" has changed from the totally light "Lite Rock 103.7" back to the legacy "branding" of 103.7 KVIL.
Allegedly the so-called "branding" was initially changed to distance KVIL from it previous heritage (of winning) market leadership during the Ron Chapman era. To get away from this perceived negative(?) the branding was changed to "103.7 Lite Rock" which to my radio ears has all the appeal of a cold mash potato sandwich. After several years of slow but steady audience erosion, the decision was recently made to return to the legacy branding of "103.7 KVIL". Whether this can curtail the audience erosion or not remains to be seen. Recent ratings in the 25-54 range do not look that promising however it is early in the game as they say. I wish them the best of luck.
In other broadcast related news coming later this month we will see sports leader "The Ticket" get it's first REAL shot of FM with the addition of the former Platinum 96.7/WBAP-FM FM transmitting facility. While 96.7 is considered a "rim-shot" in the Dallas Ft.Worth market it is one of the finest of the bunch and will provide "The Ticket" with the ability to capture more of the available audience that may have issues receiving the AM night time signal. With the addition to the cluster of the LMA of the number two sports outlet in DFW, that being ESPN, It would appear that the screws are indeed tightening on CBS Radio's 105.3 The Fan. While The Fan at 105.3 has one of the best FM signals in the metroplex, since it's inception they have struggled to find traction in the sports market.
So things are looking interesting in the metroplex sports radio arena as well...
Until next time, so long...
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