A pair of stations made the move to the booming Classic Hip-Hop niche in Dallas on Friday night.
First Cumulus CHR “Hot 93.3” KLIF-FM Haltom City launched what it is presenting as “Classic Hip-Hop For The Holidays” with a commercial-free weekend at 5:00pm. That led to Radio-One following suit later in the evening to flip Urban AC “94.5 K-Soul” KSOC Gainesville to become the third station to take on the Classic Hip-Hop “Boom” branding.
What’s going on here? At first glance both station would not appear to be candidates for a format change. KLIF-FM had just relaunched its CHR format at the beginning of October, while KSOC had trended up 2.1-2.6-2.9 in its last three PPM monthlies. Earlier this week during Radio-One’s quarterly earnings report, CEO Alfred Liggins stated that in its first week on air “Boom 92” KROI Houston jumped from a 0.9 share under the previous format to over a 4 share. That has led to the format rolling-out in Philadelphia and now Dallas.
There is a chicken and the egg scenario at play. Did 93.3 switch to the format in order to attempt to gain access to the niche first and did Radio-One hastily flip 94.5 afterwards to claim their burgeoning brand in the Dallas market? Or was the 94.5 flip in the works leading to 93.3 quickly attempting to shut it down? If KLIF-FM’s attempt is being marketed as being through just the holiday season what will be next for the signal in 2015? Does this open the door for CBS or another company to launch a CHR competitor to iHeartMedia’s “106.1 Kiss-FM” KHKS with 93.3 out of the format? Very rarely are so many questions raised by format changes.