Elvis Spotted ... With National Show
March 30, 2009 at 5:12 AM (PT)
PREMIERE RADIO NETWORKS has added ELVIS DURAN AND THE MORNING SHOW to its lineup of nationally syndicated radio programs. The company will now assume distribution rights to the radio program.
Airing weekdays from 6-10 a ET, ELVIS DURAN AND THE MORNING SHOW originated on CLEAR CHANNEL Top 40 WHTZ (Z100)/NEW YORK, and can also be heard on sister stations WHYI (Y100)/MIAMI, WIOQ (Q102)/PHILADELPHIA and WAKS (KISS FM)/CLEVELAND. DURAN told ALL ACCESS that the nationwide rollout will also target stations on the WEST COAST. Contingency plans to broadcast the show live till 9a (PT) exclusively for affiliates in that time zone are in the works.
I'm always concerned about competition -- and we've had lots of it. Even when we first rolled out our show three years ago, we've never forgotten who we're up against in New York.
"ELVIS is a radio veteran and has used his experience to create a top-rated and widely-acclaimed program that appeals to listeners everywhere," PREMIERE RADIO EVP/Affiliate Marketing JULIE TALBOTT stated. "We're excited to bring ELVIS DURAN AND THE MORNING SHOW to audiences across the country."
"We're so excited to be able to sign with PREMIERE," DURAN told ALL ACCESS. "We thought for a second that we could do it on our own; we must've lost our minds for a second there, and we went begging to them. There were very forthcoming in offering us their resources and personnel; we've been blown away."
DURAN noted that there won't be any major changes in the content of the show, in terms of making it more national -- and less BIG APPLE-centric -- in scope. "We haven't been BIG APPLE-centric for three years, since we first signed on in MIAM," he said. "Our show is more of a relationship and lifestyle show that doesn't depend on NEW YORK-isms. I knew from the beginning that it would be easy to syndicate our show because the content didn't only concern what was going on in NEW YORK. And when we reduced the NEW YORK talk when we went to MIANI and PHILADELPHIA, our ratings still went up. We simply refocused our show on important things."
Being rated by the PPM hasn't changed his show much, either. "There may be some subtle nuances that we have altered, but we're still working off the same top-10 checklist everyone should be doing -- appointment listening and making sure we bring the listeners back several times during the week rather than depending on them listening once or twice every day," he said. "The PPM has been very kind to us and to Top 40 in general. You're going to see more Top 40s popping up across the country. So are we making little changes? Yes, but we'll still use basically the same bells and whistles and software we've used before. And we'll continue to analyze what we do through PPM; it's an ongoing process.
Competition, Then And Now
Ironically, as DURAN's show begins to roll out nationwide, Z100 is facing its first direct-format competition -- WXRK (NOW) -- it has faced in years. Nevertheless, DURAN maintains that it's business as usual. "I'm always concerned about competition -- and we've had lots of it," he said. "Even when first we rolled out our show on a limited basis over the past three years, we've never forgotten who we're up against in NEW YORK. Just because a new Top 40 station signs on doesn't mean there hasn't been a lot of station switching going on before that. People are bouncing from music stations to News stations to HOWARD on SIRIUS; the competition has always been there. We feel that instead of just worrying about new local competition, we're going to deal with what we do best, which is being lifestyle-driven, and continue to deliver that.
"It's not fair to say that we won't be local anymore," DURAN continued. "We are local in many ways. We'll do local breaks three times an hour. We've addressed things that happen in NEW YORK, PHILADELPHIA and MIAMI. We're not totally shirking our local responsibilities; we have the ability to switch gears and add local content at any time during the show."
Nationwide syndication could just be one of several multimedia steps DURAN and his partner DAVID KATZ are looking to make in the future. "As you know, radio is very time consuming, but we definitely have our eyes on other things," DURAN said. "DAVID and I are looking to do more things on the Net and TV. We're talking to several different companies to create content and so forth. Right now, this show is a handful; we want to make sure it's running on all cylinders as we prepare for the rollout. But as soon as the opportunities are easy enough to engage in and that complement the show, we'll absolutely look into them."
To hear a live stream of ELVIS DURAN AND THE MORNING SHOW, visit www.ElvisDuran.com.