WHAT's Doing What?
January 19, 2007 at 5:47 AM (PT)
MARCONI BROADCASTING WHAT-A/PHILADELPHIA (1340), whose longtime African American-focused Talk format was dropped last week (NET NEWS 1/12), is, according to THE PHILADELPHIA INQUIRER, expected to launch a music format aimed at "young people."
"I guess you could call it Alternative, but it will be a mixture of Modern Rock, R&B, Reggae and Hip-Hop," said CEO TOM KELLY. The station has been playing a diverse playlist since JANUARY 11, when previous owner INNER CITY BROADCASTING sold the station.
The WHAT call letters, a part of the radio dial since 1925, will remain, KELLY said. From newly refurbished studios, MARCONI wants to tap an audience it feels has not been served for nearly two years, since the old WPLY (Y100), now RADIO ONE Urban WPPZ (THE BEAT), was silenced.
PD ALVIN CLAY said, "We're playing to the demographic" -- college-age and post-college age -- "and not to ethnicity." Artists would include THE ROOTS, THE KILLERS, STONE TEMPLE PILOTS, KANYE WEST and local bands.
The 1,000-watt station can be heard primarily in the city and its inner-ring suburbs.
Acknowledging that many young people no longer listen to radio, KELLY added, "They still want to listen to this content." KELLY said WHAT would stream on the Internet, though he would not disclose the web address. He also plans to sign on an HD radio channel, offering higher-fidelity broadcasts.