My, My My92.5: Inside KGBY's Format Flip
December 21, 2007 at 3:38 PM (PT)
As tipped here earlier today, CLEAR CHANNEL AC KGBY (Y92.5)/SACRAMENTO will indeed flip formats once its all-holiday music programming ends. ALL ACCESS has seen documentation that describes the new format -- a Rock/Alternative Adult Hits format called "My92.5," not unlike KYSR (STAR 98.7)/LOS ANGELES. But music was somewhat secondary in the missive, as more attention was paid to listener interactivity through online programming, marketing, promotion and networking.
The target audience is adults 30-49, college grads, homeowners and families. The station should attract a 55/45 female-to-male ratio, with a core target being a 39-year-old female
The buzzwords used in the format tutorial depict a station that's heavy on music and viral listener-interaction, described as "SACRAMENTO'S 'mypod.' Listeners are supposed to drive the programming, and there will be no "big name talent hosting 'shows'."
The station will be jockless for the first 60-90 days and the document hinted that there may not be a need for any air talent at all. On the other hand, there will be heavy web-interactivity, emphasizing lifestyle and the creation of a MySpace social networking section. Listeners will be encouraged to interface on website photos, videos, music programming ideas and online contesting.
A strong emphasis was placed on what will not be on the station: "no cutesy sweepers .... no corny jingles ... no hype, swooshes or bells and whistles" and, of course "no talent initially."
The artists listed in the station's typical playlists range from the late '80s to late '90s; the most recent of the tracks listed was released in 2000. The artists were either Rock, Pop or Alternative-based, ranging form NO DOUBT and SANTANA to RED HOT CHILI PEPPERS and DEF LEPPARD.
In a sign of the times, two document pages focused on the music; three pages delved into the online interactivity.