Radio Column August 25, 2006

Listening In

August 25, 2006

By Sandy Wells


Rick Dees on new ‘Movin’ 93.9 replaces country music


It was a radio “sneak attack” last Thursday when “America’s most listened country station” KZLA-FM 93.9 was “blown up” and replaced by a new rhythmic pop format called “Movin’ 93.9.”

Although morning host Peter Tilden had been off the air - ostensibly on vacation - and a slightly subdued overnight host Blair Garner was in his place with unusually tight-lipped co-host Ashley Paige, there had been no indication otherwise from anyone anywhere that Emmis Communications execs were ready to pull the plug on the music of Faith Hill, George Strait, Toby Kieth and Jo Dee Messina; or, for that matter, to be the ones to bring ex-KIIS-FM 102.7 Rick Dees’ legendary morning show back to the LA airwaves.

The ratings for Country KZLA weren’t stellar – they were tied for No. 20 with KLSX-FM 97.1 in the most recent ratings of listeners 12+ – but the station was still very profitable, according to general manager Val Maki, who also oversees Emmis’ hip hop Power 106 (KPWR-FM 105.9).

“Our research company – Coleman Research – researched the market place and saw there was a big opportunity for this type of music and for Rick Dees,” said Maki about the decision to go with Movin’ 93.9. “We’d had a lot of growth in revenue for six years, until the last year [with KZLA]. But that was a tough year everywhere.”

The new rhythmic pop contemporary blend promises to focus on the music of artists such as Beyonce', Gwen Stefani, Usher, Jennifer Lopez, Black Eyed Peas, Madonna, Janet Jackson, and Gnarls Barkley. Described as “The Mix That Makes You Move,” Movin 93.9 is not unlike a rhythmic pop version of retro pop-rocker Jack FM (KCBS-FM 93.1).

“We're overjoyed that Rick Dees will be joining Emmis Communicationsand Movin 93.9,” said Jimmy Steal of the stealthy format flip. The Emmis Communications VP of Programming added, “Rick's passion for Los Angeles’ morning radio is legendary and his live and local show is a perfect fit for Movin 93.9. …. He’s the perfect complement to this exciting new format.”
Dees was continuing his impressive ratings track record at KIIS when he was dropped to make room for Ryan Seacrest in early 2004.

“Emmis is the perfect fit,” said superjock Dees of his new home on the air. “I've been presented with many opportunities, and the new Movin 93.9 gets me excited like I've never been before!”

Although Maki denies this is their goal, Dees and Movin’ 93.9 are certainly well positioned to pose a challenge to Clear Channel’s FM formidable pop music cluster: KIIS, KBIG-FM 104.3, KOST-FM 103.5, KHHT-FM 92.3 and KYSR-FM 98.7. By aiming for its top performer, Top 40/rhythmic KIIS, Movin’ 93.9 may cherry-pick listeners not only from the other Clear Channel “flanker” stations meant to attract the remaining mostly young females and soccer moms who don’t listen to KIIS, but from KIIS itself. Some listeners may decide that Movin’ 93.9 mix – reminiscent of KIIS in the 90s – ‘does it all’ for them.

As for the exit of the country format here, as with every contemporary music format, it lives and dies by the new music that’s available, and country music hasn’t been all that strong lately. In an ethnically diverse area such as Los Angeles, you need to appeal to a fairly wide audience, and without the Urban Cowboy phenomenon of the 80s, or a new Garth Brooks to draw folks in besides those weaned on country and who know and accept no other kind of music, there’s little that can be done.

The country music version of KZLA should be available to fans via Internet streaming as well as on Movin 93.9's HD Radio side channel. Go to www.kzla.com for information.

Will another LA station take up the country music format? CBS Radio runs a popular country station in Chicago – and of course “K-FROG” (KFRG-FM 95.1) in the Inland Empire – but would they try it here with KLSX-FM 97.1 or KFWB-AM 980? Or will one of the three sports stations in town will give it a go: KLAC-AM 570 (it used to be country), KSPN-AM 710, or KMPC-AM 1540?


Power 106 looking for new afternoon superstars


“Power 106” has been advertising for a new superstar DJ team to fill the shoes of the once top-rated Goodfellas – Romeo and Dejai - who exited the station recently. Station General Manager Val Maki says they’ve been looking at people who don’t necessarily have radio experience – but are deeply immersed in the hip hop lifestyle. The station has been searching outside the radio community – even placing an ad in the actors’ magazine Backstage West. Maki says they’ll be announcing their selection soon.



New Star 98.7 lineup includes Richard Blade at night



Clear Channel’s decision to restore the post 10 a.m. DJ lineup to Hot AC Star 98.7 (KYSR-FM) couldn’t have come at a better time as it faces some competition from Emmis Communication’s new rhythmic pop hits Movin’ 93.9 (KZLA-FM 93.9).

“Lisa Foxx and Richard Blade have enormous equity in the Los Angeles market and Tom Mitchell is just ‘great radio’ said Star 98.7 Program Director Charese Fruge. “I’m thrilled to have talent of this caliber on my team. I’m confident that they will make the connection with the Star 98.7 audience.”

The new lineup after Jamie, Jack and Stench in the morning is; Lisa Foxx, 10 a.m. to 3 p.m., newcomer Tom Mitchell, 3 p.m. to 7 p.m. and Richard Blade from 7 p.m. until midnight.

Mitchell has worked at radio stations in Baton Rouge, New Orleans, Boston, and Las Vegas.

“I have always wanted to work in LA radio, and I can’t think of a better station than Star to do so,” said Mitchell.