Radio is something that I've been passionate about for several years. I've worked for four or five radio stations here in Montreal in some capacity over the past six years, and I've enjoyed it immensely. I may be a volunteer at Radio Shalom, but I really do enjoy what I do there.
Anyway, that being said, I'm a pretty big radio geek as well. One of the things I love to do is record format changes off of online streams, and then share them with fellow radio geeks. I love historic stuff too, and what's more historic than the beginning or end of something?
Format changes are often shrouded in mystery or controversy. Some stations will play something totally bizarre and random before launching their new format, just to spike listener interest. The identity of the new format is usually kept under wraps until a specific launch time.
Recently, a format change in Milwaukee caused a bit of a stir. Two stations were planning to flip formats. Saga Communications-owned WJZX, formerly known as Smooth Jazz 106.9 was planning to drop the smooth jazz format and shift to a new CHR (Top 40) format that would be called 106.9 Now. On May 27th at high noon, the stage was set for the transition to 106.9 Now. A domain for the new format's website had been established, and the station had even reserved the new call sign of WNQW. Everything appeared to be ready for the change.
After the obligatory end-of-format announcement from WJZX's general manager, WJZX became Tiger 106.9, a stunt / gag format that played "music for liars and cheaters." Obviously, it was patterned after Tiger Wood's cheating debacle, and it played songs about infidelity. Kind of a funny idea, I have to admit. Some of these stunt formats, while merely placeholders, are quite creative. WJZX would adopt this format until after Memorial Day weekend, when they would officially launch 106.9 Now.
Meanwhile, across town, Clear Channel-owned WQBW, formerly 97.3 The Brew, was planning to drop their '80s rock format in favour of a new CHR format as well. When they heard about WJZX's intentions to reformat as Radio Now, they acted fast. The next day, May 28th, WQBW abruptly segued into the new CHR format, identifying themselves as Radio Now 97.3.
Now, that's gotta be the dirtiest trick I've ever seen. WQBW basically "yoinked" the Now moniker from WJZX while they were stunting. Competion among radio stations in a given market is nothing new, but stealing one station's new format is another. They beat their competitor to the punch, and laid claim on the Now format and branding. Clear Channel later said that they were planning to flip WQBW, but once they became aware of WJZX's plans, they moved the switch up.
Obviously shocked by WQBW's rather unusual move, the only thing WJZX could do was continue stunting. The Tiger 106.9 format remained in place until May 29th at 7 PM, when it was dropped in favour of American-themed music in honour of Memorial Day. When I tuned in online yesterday, they were still playing the American stuff (songs that make reference to America, military marches, etc.). Tom Joerres, the general manager of Saga Milwaukee said in a recent interview that the new format won't be launching anytime soon due to this rather controversial format yoink. So I guess we'll be hearing American stuff (or something else) on 106.9 for quite some time. You can read the interview here: http://www.jsonline.com/blogs/entertainment/95130799.html
In my three-plus years of recording format change airchecks, I have never seen something as bizarre as this happen before. I guess the only thing that can be said is "you snooze, you lose." WJZX, which has now officially adopted the WNQW call letters, chose to wait to launch the Radio Now format in order to build listener interest, and the format itself. This ultimately proved to be a big mistake, as WQBW swooped in and stole it from them. Radio is often a cutthroat industry which features heavy competition among competitors. Clearly, the competition ended up with the upper hand in this situation. Meantime, I'll continue to follow this most interesting story, and I'll have more updates for you as soon as I can get them.
More info on the situation can be found here: http://radioinsight.com/
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