It's Rhythmic AC In Boston As WTKK Becomes Hot 96.9
Market Mgr. Rob Williams Details Stunting Process
January 8, 2013 at 12:50 PM (PT)
After nearly a week of on air stunting, the wait is finally over. GREATER MEDIA has unveiled WTKK as the All New HOT 96.9, "The Rhythm of BOSTON." The station's Rhythmic AC direction will feature rhythm and dance music from today, along with throwbacks from the 80's and 90's, including artists like MICHAEL JACKSON, BEYONCE, USHER, and RIHANNA.
Hot 96.9 Morning Show Personality PEBBLES officially kicked off the new format in the studio this morning at 11a by playing the first of 13,000 songs in a row.
The first song was JAY-Z, RHIANNA & KANYE WEST's "Run This Town," followed by NE-YO "Let Me Love You," DESTINY'S CHILD "Jumpin' Jumpin'," ADELE's "Set Fire To The Rain" and 50 CENT "In Da Club."
"Throughout my years in radio, I've witnessed firsthand the rich history BOSTON has of embracing rhythmic hit music," said GREATER MEDIA BOSTON Dir./Programming CADILLAC JACK MCCARTNEY. "We have identified a huge gap in the market to super-serve Adults who have graduated from the many teen stations currently in the city, but who still want a radio station that gives them some of the great throwbacks they grew up with, along with the best rhythmic hits of today, and without all the interruptions. HOT 96.9 is that station!"
"The entire GREATER MEDIA BOSTON team has had a lot of fun over the past week with our format stunts, and hope that others have enjoyed it," said GREATER MEDIA BOSTON Market Manager ROB WILLIAMS. "We are excited to introduce HOT 96.9 to BOSTON."
"We're thrilled to give our audience and customers a new option to turn to in the competitive BOSTON Market," said GREATER MEDIA VP/Program Development BUZZ KNIGHT. "By adding HOT 96.9 to our already successful portfolio of brands, 2013 promises to be a great year for GREATER MEDIA BOSTON."
Rob Williams On The Hot 96.9 Seat
ALL ACCESS caught up with GREATER MEDIA/BOSTON Market Mgr. ROB WILLIAMS shortly after the launch, and he gave us a peek under the tent about the format stunting.
WILLIAMS told ALL ACCESS, "I'm really thrilled with how this has turned out. The stunting was not only effective for logistics but it really bought us some time to make sure that all of our ducks were in a row and get the market interested.
"When we decided to make the flip, we wanted MARGERY EAGAN and JIM BRAUDE to do the last show on WTKK as a Talk station, and it all worked out.
"The timing allowed us to purge the old format and cume, and we also had a lot fun in the process. Launching as Urban AC POWER 96.9, we got great feedback for the format. And then moved to EDM, which changed the audience again, and then Classic Hits as MIKE 96.9 and finally Classic Rock THE BONE 96.9 before the final change to Rhythmic AC, TODAY (1/8).
"The benefit of this process is that we drew a lot of attention from the media, from many different listeners, and advertisers in the process. It was entertaining -- and we all know that entertainment is a big part of radio."
WILLIAMS noted that there has already been an immediate and strong outpouring of support for the new Rhythmic AC format on the phones and in social media. "Women between 25-40 are really reacting in a very positive way. They love PEBBLES and we are so fortunate to have her aboard -- and having somone like CADILLAC JACK to guide us is huge. He's helping us line up additional talent.
"Being commercial-free for 13,000 songs in a row, about 6 weeks or so, will give everyone the chance to listen and enjoy HOT 96.9. We'll build on the content and audience needs from there."