Lou Pickney's Online Commentary
Nashville Radio
Monday
May 30, 2011
As part of the forthcoming purchase of Citadel Broadcasting by Cumulus Broadcasting, changes are coming to the Nashville radio landscape. This past week, 102.5 the Party (WPRT-FM) reverted from rhythmic CHR to Hot AC, using the positioning statement "Feel Good Favorites". We'll see how the station does in its second go-around as a Hot AC in less than three years. But, with three CHR (Contemporary Hit Radio) stations in the Nashville market, something had to give.
This move opens the door for Cumulus, if it feels so inclined, to shift country from 95.5 WSM-FM or 103.3 WKDF to 106.7 WNFN, which is currently the home of CHR "i106". If Cumulus really wants to have a CHR war with Clear Channel's 107.5 the River, which has a 100kw signal, putting their CHR on a similarly-powered station like 95.5 or 103.3, both of which also blast 100,000 watts. In comparison 106.7 is a pea-shooter, a Class C3 station with limited market coverage and just 2,950 watts of power. Moreover, 106.7 (and 97.1 WRQQ) are set to be spun off because of local ownership concentration limits.
Of course, I don't run Cumulus and I don't have any control over what they are going to do. But the thought has crossed my mind on how I would program a Nashville FM station if I could. It's kind of surprising to see what shows do (and don't) have clearances in this market.
Before you begin any venture like this, you have to know your target demographic. P25-54 (Persons 25-54) is the big one, but many stations tend to lean one way or another be it toward men or women. My approach would be to make a hard run at the M25-54 (Men 25-54) demo, which I see as vulnerable in many ways here.
Morning weekday radio is where the big cash can be made by radio stations, with listeners stuck in traffic turning to their radio for entertainment as they fight their way into town to begin their work day. Nashville has had some good local shows in the past, but many of the best morning shows out there (at least in my opinion) have never cleared in this market.
There is a perception that because of this being in the "Bible belt" that anything edgy won't work here. I strongly disagree, though because of that mindset, shows like Howard Stern or Opie & Anthony never aired in Nashville. For years this city has had the John Boy & Billy show out of Charlotte piped in (first on the old Arrow 104.5 and then later on 105.9 the Rock), a show that I consider to be a second-rate offering. Bob & Tom have had a few homes here themselves, and while they are the kings of male-skewing syndication (with 150+ affiliates), they are a vanilla offering that have been living off of past accolades for many years, at least in my opinion. Lex & Terry aired here briefly several years ago, though I have nothing nice to say about them at all.
Perhaps the most intriguing show as far as something new is "Free Beer & Hot Wings" out of Grand Rapids, MI, a program that 102.9 the Buzz imported after Cumulus landed the rights to Bob & Tom in the Nashville market; B&T previously aired on The Buzz. FB&HW really isn't my speed, though their show is stronger than B&T and JB&B in my opinion, and I have friends who enjoy listening to them.
Here's the way I'd do it if I had the money, the license for an FM signal, and the capacity to bring something new and edgy to this market. It would infuriate some, intrigue others, and overall be great fun to give a shot. Plus I believe it could be a big-time money maker.
Bubba the Love Sponge - 5-9:15 a.m. CT (Live)
This is the best morning show on terrestrial radio in 2011, at least in my opinion. Nashville has never heard anything remotely close to his show, and much like BTLS went into Charleston, SC last fall and punched Bob & Tom square in the mouth ratings-wise (from what I've been told), I think he could take Nashville by storm. Any station worth its salt needs a strong morning show, and Bubba can bring it. I worked for him for 3+ years and I can assure you that no radio talent cares about his or her show more than Bubba does for his product.
"Jelli" crowd-sourcing rock - 9:15-11 a.m. CT
There is a very interesting new technology out there by a company called Jelli where listeners, in real-time, are able to interact via modern technology (using the internet) to give their yay or nay on a given song. For people listening at work, or on the job site with a smart phone, taking an active part in the music being played would allow for a unique radio listening experience.
If you think music can't work on a mostly talk station in certain dayparts, look at what Clear Channel's WTKS-FM (Real Radio 104.1) in Orlando has done in using music, particularly on the weekends, to draw a wider cume (radio term for total number of listeners).
Jim Rome - 11 a.m.-2 p.m. CT (Live)
Jim Rome has aired live in Nashville in the past, and his show would be a strong midday program and a good lead-in to the next show. He's arguably the most successful sports talk host in the business; there's a reason his show airs all over the country, as he's a strong radio talent.
Paul Finebaum - 2-6 p.m. CT (Live)
Broadcasting from Birmingham, the Paul Finebaum show covers SEC sports and would be a likely hit among Nashville-area sports fans. Going heads-up with sports against George Plaster's show on 104.5 the Zone wouldn't be easy, but Paul has a compelling show and I believe he would find a strong audience here.
FOX Sports - 6 p.m.-Midnight CT
Even though ESPN Radio lost its Nashville clearance with the demise of the old 106.7 the Fan two years ago, I would never want to do business with them over FOX Sports or Sporting News Radio since they are notorious for bullying stations into carrying their vanilla, boring, uninspired "Mike and Mike" show in the morning... even though it also airs live on ESPN2.
More than anything, this would be a great slot for national sports broadcasts that, sadly, often don't have a home on Nashville radio. With obligations to air live events for colleges like Vanderbilt, Tennessee, and MTSU, plus Atlanta Braves and Nashville Sounds baseball games, major national games often aren't available on the radio in Nashville anymore. For nights where there isn't anything to fit the bill for that, FOX Sports Radio is a good filler option.
Phil Hendrie - Midnight-3 a.m. CT (Live)
Phil is one of the most talented people to *ever* work in the radio business, and his unique show stands out so well in no small part because no one else can do quite what he does. He aired on 99.7 WTN at one point, though that relationship ended some time back. His show is unpredictable, hilarious, and yet also thought-provoking.
FOX Sports Radio - 3-5 a.m. CT
For the third-shifters, some sports talk after Phil's show wouldn't be a bad thing.
As for weekends, some sort of a mix of sports talk, live sports broadcasts, replays of shows like Phil Hendrie, etc. would make sense.
Of course, I don't have the cash or the FM signal, which is why this is a hypothetical lineup in an internet column and not an actual business plan. But I think it could be done, and done well, and it would be fun to make it happen. As it is, most of the shows listed above are available for listening live via the internet, so it's not as if they are unavailable in Nashville. But with the proper availability on FM radio and promotion, I think it could be a success.
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