Dance Down Two Stations
Two recent converts to Dance music have jettisoned the format.
EMF Broadcasting has closed on its purchase of “Party 97.7” KLTO McQueeny/San Antonio from Univision. The station, acquired for $1 Million, has joined EMF’s Air-1 Christian CHR network as KZAR. The previous Dance CHR format which debuted in early Feburary remains on Univision’s 98.5 KBBT-HD2.
“The Highway Vibe” trimulcast serving the I-15 corridor in between Las Vegas and Barstow, CA has returned to its previous Hot AC format while keeping the current name for now. The Highway trimulcast of 98.1 KRXV Yermo, 98.9 KHWY Essex, and 99.7 KHYZ Mountain Pass, CA along with a booster in Las Vegas assumed the Vibe programming in September following the demise of “Vibe 94.5” KVBE on July 1.
INSTANT INSIGHT: Naysayers will be quick to point to these stations as yet another reason why the Dance format will not work on terrestrial radio. Until the format is put on a station that has a competitive signal in a market the argument is moot. Niether KLTO or KHWY had that. Nor did Energy 92.7 in Chicago or recent attempts at the format in New York, Phoenix, or San Francisco. No station that has attempted the format commercially has been on a signal that fully serves a given market.