Many of the trade publications today are jumping on reports that Bonneville is planning a music format for recently acquired 100.3 KRBV Los Angeles based on job postings on its corporate site. There’s also quotes from Bonneville Director of Public Affairs Craig Haslem that the company will air an “undisclosed music format”.

This screams smokescreen to us. The rumor mill has been churning for weeks that Bonneville would launch a News/Talker when it acquired KRBV. We have two domain names that Bonneville registered in mid-March: LANewsToday.com and FastLANews.com. Additionally, many of the job postings are more than meets the eye:

On-Air Talent – Prefer someone who has worked effectively as a co-anchor with other professionals in creating a unique broadcast

Board Operator – Able to work under pressure and effectively handle the stresses of the responsibilities of the position and assure on-air hosts receive material for broadcast on time as the services performed affect company image, clients and the listening audience.

Also, just because a job is posted, who says it has to be filled? Bonneville is going to take over a station that just had its ENTIRE staff laid-off. They need to restaff from scratch. A music format may be launched from the time it takes over until the final product is ready for launch at a later date.

OR perhaps we’re looking at this all wrong… Los Angeles is the mecca of the entertainment industry. What if the rumored News/Talk format was to be an Entertainment News and Talk station that will feature music as well? Targetting the primary financial vehicle for the market just like sister “Federal News Radio” 1050 WFED does in Washington. Just some food for thought.