Alternative Format Officially On WHAT/Philadelphia
February 5, 2007 at 5:47 AM (PT)
MARCONI BROADCASTING's WHAT-A/PHILADELPHIA is now broadcasting "SKIN RADIO," a mixture of Alternative, Hip-Hop, and local bands in HD RADIO on AM 1340 and online at www.skinradio.com.
MARCONI flipped the station to the new music format (NET NEWS 1/19) developed by KELLY MUSIC RESEARCH on JANUARY 19 after acquiring the station from INNER CITY BROADCASTING. The station is currently automated with prerecorded voice tracks on promos and “song tags” announcing title and artist after every song played.
WHAT-A is the first radio station in the country to broadcast the Alternative music format in HD RADIO on the AM band. Traditional analog radios will still be able to receive the station’s analog simulcast.
To help educate the market about HD RADIO, the station will welcome listeners to visit the studios for live demonstrations of the improved audio quality. WHAT-A will also be demonstrating the new audio technology at locations around PHILADELPHIA. Currently, the FCC allows AM stations to broadcast in HD from sunrise to sunset. The FCC plans to permit HD broadcasts 24 hours a day soon.
According to station owner and GM TOM KELLY, "Listeners are very impressed with the audio quality of AM on HD RADIO. And we are proud to put PHILADELPHIA in the spotlight with this revolutionary new technology on 'SKIN RADIO.' The young adult Alternative music audience in PHILADELPHIA has been starving for this music, and now they have a reason to buy HD RADIO receivers."
OM/PD AL CLAY can be reached at (267) 285-5165 or firstname.lastname@example.org.