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10 Questions with ... Toni Seville
August 11, 2009
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NAME:Toni SevilleTITLE:Interim Program Director, on-air personalityMARKET:Little Rock, AR / Decatur, ILCOMPANY:Crain Media / Joyner RadioBORN:December 3, 1972 in Marshall, TXRAISED:Marshall, TX
Please outline your career path.
My family left Texas in '92, transferring me from the University of North Texas to the University of Arkansas-Pine Bluff. From there, I settled at Philander Smith College, where I obtained my BA. A Doctorate in I/O Psychology is on my plate right now. I was introduced to the "wonderful world of radio" in 1993 as a student at UAPB. My internship at KIPR led to receptionist, led to street team, then four years of television and back to radio in 1999. I left the nest and crossed the street to join KHTE in 2002 as morning show producer (Doug Banks), turned midday host in 2003, turned morning show host and APD in 2004, added middays in Illinois to my list in '07 and now Interim PD and afternoons at KHTE/Little Rock.
1) What was your first job in radio?
My first paid job was receptionist. But my first JOB was given to me by Mark Dylan in 1993; he assigned me the duty of organizing the music closet in alphabetical order and re-labeling all the carts that had worn/torn labels! I remember like it was yesterday! LOL! My radio love came easy because music was always a friend that I could best relate to. I was the girl reading EVERY word in the cassette cover. KBWC in Marshall, TX got my attention in the '70s and '80s. KKDA enticed me in the early '90s.
2) What led you to a career in radio? Was there a defining moment that made you realize "this is it"?
By mid '90s, I was in college and heard Stormy Taylor taking Quiet Storm dedications. She was so smooth and relatable. I had to do it! I wanted to not just be on the radio, but I wanted to do radio.
3) If you were just starting out in radio, knowing now what you didn't then, would you still do it?
Absolutely! Knowing what I know now, I would do it differently, but I would still do it.
4) Where do you see yourself and the industry five years from now?
Five years from now is a little foggy for me, but I definitely see myself in the South, Urban, radio management. The industry five months from now will have changed drastically, so five years is a little too far to forecast.
5) How do you feel about being asked to wait on a record you hear until the research validates it?
Although I understand the concept, I don't like sitting idle. The numbers game, in my opinion, subconsciously detaches radio from being the leader in talent introduction and music appreciation.
6) How do you feel about syndication?
Syndication is informative, entertaining and often considered a corporate Savior. However, syndication simultaneously slays localization. Widespread shows are perfect for countdowns, but dayparts need a face that listeners can see in passing and an active body in their community.
Does it affect significantly on the number of hours that you have control over the music that you play?
Of course a programmer's musical involvement is limited with syndicated shows when the options given are five to 10 minutes per hour, for four hours, if that much.
7) Because of callout research, are today's Urban and Urban AC programmers going to be slower in adding and playing new music?
Hopefully, programmers will program instinctually and responsibly, and use research as a guide, not a stop watch.
What is the maximum number of spins a record in power rotation could be expected to receive in a given week on KHTE?
Power songs on KHTE can receive up to 48 spins in a week.
8) Of all the skills you have gained through the years, is there an area you'd like to improve?
I'm dependant on the station engineer for any small to large "fix it" issue, but would like to be a little more knowledgeable about transmitter problems. I didn't say I want to be able to fix it ... just know for sure when he's procrastinating, versus having a gut feeling. : )
9) How do you account for and what effect do you feel the continuing ratings dominance KHTE has and is going to have on the Little Rock market?
Little Rock listeners embrace our attempt to blend and broaden the love for a hip-hop lifestyle and count on KHTE to set the trends for entertainment and good music, above everything else that radio offers. Moving forward, the continued growth of 96.5 will diversify audiences in a market that has traditionally chosen one station or the other.
Do you feel there are going to be new challengers from other formats?
As we grow, I fully expect to see similar methods implemented in existing formats, especially Top 40.
10) As you look back over your career ... any regrets?
LOL! Should I plead the 5th? No, seriously my biggest regret is burying myself in work, waiting for "my time" to come but not using the past 16 years to properly network outside of the market. I regret thinking that hard work gains you respect as a woman in radio.
Missed opportunities?
I can't say that I've missed any opportunities, because this is all unfolding according to His plan.
Bonus Questions
What would people who think they know Toni Seville be surprised to know about you?
People would be surprised to know that I really don't like the spotlight, speaking to crowds, "all eyes on me,"
Describe your favorite meal.
My favorite meal is a cross between Soul food entrees like neckbones/beans (which I can throw down on), chitterlings/dressing ... and Japanese cuisine (spider rolls are my fave).
What's your favorite reading material?
Does the Internet count? : )
How do you feel about Arbitron's PPM eventually replacing the diary?
Accepting technological advancement is an inviting idea. Although, it's scary to a degree knowing there are still wrinkles to be ironed out after learning of Congress' recent request to hear the effects that the monitors will have on advertising revenue.
You just won the lotto and you have your boss on the line. What's the first thing that you would say?
My present day boss would hear nothing of the "come up." For me, it would be business as usual. But you can best believe I'd immediately begin educating myself and researching the next level ... buying power!
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