It’s very interesting, to watch this from a distance as someone who actually grew up with this radio, and wasn’t in it at the time. It’s interesting to see the different iterations of this format, but the biggest problem I see with it overall is that you can’t really plug and play in certain markets, and it has to be specific. Some markets should have theirs leaning rhythmic, some markets were heavily modern AC at the time, some more mainstream, but the opportunity here, as mentioned previously is that it can sound like a modern station, and I repeat this many times, does not need to sound like a morning zoo type classic hits radio station! This playlist seems more focused, but what I find interesting is they are pretending like it is a brand new thing, when over the past year, there was an iteration that, let’s be honest didn’t really know what it wanted to be. The early 2010, makes more sense, the mid 80s if you were going to step out of those two decades. The other problem I see with Chicago is how rhythmic the market was, and now it’s very tight with the two stations. In addition that are also throwback oriented. It’s a great flanker for mix, and I genuinely hope they can do something with it this time. This doesn’t work, though without research, focus, and most proportionately good promotions to the right people. The opening contest is interesting, but as any good research or radio person my immediate thought is, great, what will be the follow up? if they’re just expecting, the ratings are going to automatically increase with this one contest to a level where they want them to be, they might as well just dump the format now. It’s still gonna take another year at least. First, you gotta tell the people who you chased away from radio in the first place, oh, we actually care about you again, and are playing your music! oh and maybe answer your text line in a little less than a week, like I said, I’m a researcher!

OK, I’ve listened for a few days, and I have some takeaways, so here’s my low budget not as good as Ross on radio commentary. Let’s start with a good stuff. Playlist is very focused, definitely sounds like a playlist that would hit the generational target they’re going for. All hits, no stiffs, but enough variety to make it so that with the top tier hits, there are still enough surprise, for example, emotion by Mariah Carey, or escapade by Janet Jackson. Love the mix shows, they remind me of the old hot mix and jam tracks mixes from back in the day and I do believe jam tracks is in Chicago. Great opening contest, and considering that is a contest that only one person could win, I’m glad they’re attaching concert tickets to it, and that there are enough throwback artists touring to make that worth their while.

Now, the stuff that could work on. The presentation, I’m not sure if it’s trying to be a CHR station from today, coupled with an AC station from yesterday, I understand that TM century is at their competition across the street, but dammit just dropped the jingles then. That busy autotune production style didn’t start taking effect, until after that hit music was popular. I understand ringers were always a thing in radio, but if a phone bit isn’t necessary to the stager, just do without it, and let the talent of the personality carry the promo. i’ve only heard it with Rick Hall, maybe it’s by choice, but he’s plenty talented on his own, he doesn’t need to rely on it.

They have to do something about the stop sets, have to! That’s great that you can run completely commercial free on Thursday, but if you were going to ask people to wait 10 minutes between sets, that’s a lot to ask of people, especially in my generation. I wish they could do away with plug-and-play mornings, but that’s a personal preference, and I could see how that show would work with this format.

I really want this to work, and this format has to, if radio even cares about the 35 to 54 demographic. I know I’m not a woman, but I like this music, so let me speak for this generation. I like the way it makes me feel, it brings me back to a better time, a more fun time, listening to the radio, where things aren’t so serious, and it sounds different than anything on the radio. I just wish that a station would come out that would talk to me, and not at me, like the stations that were actually out in the 90s in 2000s did. considering the ratings, maybe copying 2024 CHR might not be the best idea in the world.

I hope someone eventually figures out, you can have the best 90s and 2000s playlist on the radio, but if you don’t know how to actually talk to the people who listen to it, it’s DOA. I will give this a chance to evolve, and hope it will! I don’t live in Chicago, but I do live in Sacramento, and they messed that one up outside of afternoons and kiss is way too tight by comparison.