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10 Questions with ... Jamie Hyatt
May 17, 2005
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NAME:Jamie HyattPOSITION:Programming DirectorSTATION:KUCDMARKET:Honolulu (#62)COMPANY:Clear ChannelBORN:Eugene, OregonRAISED:Springfield, Baker City, and Prineville, Oregon
LAST NON-INDUSTRY JOB:
Helped my dad install fiberglass in people's houses when I was a teenager.
BRIEF CAREER SYNOPSIS:
1981-1984, Air Talent at Country/Western KRCO/Prineville, OR
1984-1985, Air Talent at Top 40/Mainstream KXIQ/Bend, OR
1985-1988, APD/MD/afternoons at Top 40/Mainstream KSND/Eugene, OR
1988-1990, Program Director at Top 40/Rhythmic KDON/Salinas-Monterey, CA
1990-1991, Henry National PD/Top 40 and PD at Top 40/Rhythmic KIKI/Honolulu
1991-1993, PD at Top 40/Rhythmic KOY-FM/Phoenix
1993-1994, PD at Top 40/Rhythmic WLUM/Milwaukee
1994-1995, PD at Top 40/Rhythmic KTFM/San Antonio
1995-1997, PD at Top 40/Rhythmic KQMQ/Honolulu
1997-2001, PD at Top 40/Rhythmic KXME/Honolulu
2001-Present, Programming Director at Alternative KUCD/HonoluluFIRST RECORD EVER PURCHASED:
AC/DC "Back in Black"
FIRST CONCERT:
I think it was a Night Ranger show in Portland, Oregon.
FAVORITE BANDS OF ALL-TIME:
Sublime
1. Despite dipping 4.9-4.6 12+ in the Winter '05 Book, you tell me it was station's best book to date. Explain?
We hit # 1 in our target demographic of 18-34 year old persons for the first time in the station's seven year history. Our 11.9 was our highest share ever.
2. Why do you feel the station did so well in the Winter '05 Book?
We put together three double-digit months in a row, which translates to consistently doing a lot of things right. We play the music that the people in the market want to hear with no regard for national charts and record company hype. We have a great morning show with Hudson & Scotty B and a great lineup around the clock. We always have cool things to talk about and great stuff to giveaway. We own the concerts. Our people are always out on the streets. We're properly branded. And our spotload was lighter because of the "Less Is More" initiative.
There are others that might discount our success and attribute it to the demise of former Active Rocker KPOI. But we'd like to think that Visionary would have kept them and spun off another station in their group if KPOI had been more successful against us. So yes, part of our gain comes from the departure of KPOI's competitive format but our team helped cause that to happen in the first place.
3. You told me Hudson & Scotty B are No. 1 18-34 in morning drive. What makes your morning show so successful?
They're called Hudson & Scotty B, the "Bizarro Morning Show" because they are the total opposite of every other man and woman morning team. Hudson (the female) is the naughty party girl who only holds back what will get us in trouble with the FCC. Meanwhile, Scotty is the sweet and innocent church boy who's being bold when he sips a glass of wine with his wife on a special occasion. The mix of their personalities causes a diverse exchange of opinions on a variety of topics. They stay true to themselves and their listeners. They also take constructive criticism well, another key to success. Another factor that makes Hudson & Scotty B winners is the fact that they are driven. People with drive can accomplish anything they set their minds to.
4. What is your biggest challenge at the station?
Finding enough time in the day to do all of the things I want to do is my biggest challenge. The time difference between Hawaii and the mainland makes returning every call I get impossible and I feel bad about that. By the time I get in to the station, people in New York are already getting ready to go home. That's why I think email is a wonderful thing as you can communicate with people when you have time and vice versa.
5. How do you stay in tune with your audience?
I learn everything I can from the audience, through all means possible. We track requests, do callout, track record sales, do top of mind surveys, and we keep our eyes and ears open at all times. Some of the best information happens when and where you least expect it. Getting out and talking with the people is the key. One more way to stay in tune with the people: stay as hip as the room, no more, no less.
6. Of all the skills you have gained through the years, is there an area you'd like to improve?
I always try to be straight up with people by telling them the truth. I keep learning that a lot of people can't handle that (the truth). With that in mind, I'd like to become better at softly delivering the blows people have to hear.
7. If you could program another station, what would be your first choice?
A television station. TV, in general, sucks. I'd like to fix that.
8. So many folks are crying the format is dead. What are your thoughts?
Some station's version of the Alternative format is dead. Other versions aren't.
STAR just hit an 11.9 with 18-34 year old persons in the Winter Arbitron in Honolulu. It's a market most people would describe as a very "rhythmic" market. That 11.9 would beat any 18-34 share of any Alternative station in the top 100 markets in the Fall book (source: Alternative Ratings Scorecard, Radio & Records, 2/18/2005). It's my opinion that more Alternative programmers today need to change with the times and open their minds to all possibilities. Find out what the people in your market perceive as Alternative, without prejudice, and give it to them. Our Alternative listeners told us that they wanted to hear Los Lonely Boys, Eminem, Green Day, and System of A Down all on the same station. Granted, every market is different and not all of these may fit your market or situation but an open mind to such possibilities is the difference between winning and losing. Remember, "Alternative" is a term that describes a style of music; it's not a mandate to play bunch of songs that nobody likes.
9. Biggest career highlight?
Having spent over 10 years in Hawaii, I'd have to say my biggest career highlight would be taking four different stations at four different times with four unique formats to the top of their prospective target demo in Honolulu. They are Dance/Top 40 KIKI, Rhythmic/Top 40 KQMQ, Xtreme/Top 40 KXME, and now Alternative KUCD.
10. If you wanted to completely change careers today, what would you do?
I would do something in which my success would not be measured by ratings or how much money is made off of my talents. It would be silently measured by the people that are helped.
Bonus Questions
What do you enjoy doing for fun?
Spending free time with my wife and son as well as hanging with family and friends. I enjoy getting out in the ocean, be it swimming or boogieboarding. I also love to play tourist and I play a variety of musical instruments. I'm also pretty handy with a BBQ.
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