10 Questions with ... Chris Williams

NAME:Chris Williams TITLES:Head Grounds Keeper (PD) STATION:WKLS (Project 9-6-1) MARKET:Atlanta COMPANY:Clear Channel BORN:Athens, GA RAISED:Athens, GA

1) What career path would you be following had it not been for this industry?

I was enrolled in the Business School at the University of Georgia. My plan was an MBA followed by my law degree. Radio sidetracked those plans. I got the bug from a parttime gig at WRFC-A and WPUP-F in Athens.

2) What makes your station or market unique? How does this compare to other markets or stations you have worked at?

Project 9-6-1 is an interesting creature because it is a radio station formed from merging two existing Rock stations in Atlanta. The heritage "96rock" and the upstart "1053 the Buzz" combined to give Atlanta an Active Rock for the first time. It is obviously a unique challenge getting the fans of both stations to buy into the new concept.

3) What can we be doing with our station websites to better our stations as a whole?

It's an easy answer but difficult to execute from a sheer manpower standpoint -- constant updates, daily or hourly updates to keep the audience entertained. We are the brand, the name they know as much as YouTube or MySpace. If there was someone responsible for scouring the Internet and finding that great content and hijacking it for our own sites....

4) What do you view as the most important issue facing radio today?

Cell phone integrations and AM/FM receiver distribution. Every other entertainment medium has done a much better job of trying to get their receiving platform into the hands of the consumer. Big bucks are being spent to lobby for making phones MP3-compatible (or iTunes compatible), and big bucks are being spent to lobby automakers to make cars satellite-ready (and, VERY soon, broadband-compatible). We have taken it for granted that people could always receive our signal because radios were so common. It is rare to find an MP3 player or a cell phone that can receive radio. We need to go on the offensive just to get our receivers into users' hands. Right now we aren't even an option for many pieces of hardware.

5) What is your favorite radio station outside of the market, and why?

This week I've been listening to Channel 103-1 up in Albany. I really like a lot of their ideas and approach to keeping the music exciting and an event. I think we forget how much of an event the music that we play can be, and Channel 103-1 is doing a good job of making the music the marquee of the station. Gimme a couple weeks to steal some of their ideas.

6) Besides your own, what is your favorite radio format?

I dig AAA. I think it is a format with amazing musicians and a format that depends on building real credibility with the audience. That is an exciting challenge.

7) What is the one truth that has held constant throughout your career?

Programming a station via committee is a sure way to fail. There is a major difference between collaboration and committee. I am an advocate of the first.

8) Who would be your dream guest on the show?

I would love to find a way to get David Cross on the air. Once on a regular basis. He's my favorite comedian, and he's from Atlanta. There are two problems though: The only thing he hates more than Atlanta is radio!

9) What is your favorite TV show?

"The Office." I was shocked that they were able to match, if not exceed, my love of the U.K. version. I am super impressed. I loved "The West Wing," so I have a soft spot for Aaron Sorkin's new show "Studio 60." "The Colbert Report" is funnier to me than "The Daily Show" nowadays, no kidding. Also in the top five: "Hardball With Chris Matthews." I am a big Chris Matthews fan. He's one of those guys I'd work for just to learn from being around him.

10) What do you like best about working in this format?

I like working a male format, period, because when you get it right, you really get it right. With a lot of the female-based formats, the goal is to be passive and in the background. With an Active Rock station, the goal is to stand for something, have a voice, be an advocate, and call B.S. If you can get men passionate about something or to show emotion about a DJ or a radio station, you know you've succeeded.

1) How often does your airstaff front- and back-sell songs? How much leeway do you give your jocks to talk between records?

We back-sell every current and recurrent with a produced piece. The jock can front-sell if they choose or use the time to entertain in another way. That's their job, I don't craft what they say or how they say it. I respect their ability to work in the station particulars in a way that is completely unique to them. It is my job to cast the right team of DJs who can handle that freedom and make the station entertaining and move!

2) What do you read in the bathroom?

I'm quick in the john -- no time for reading!

3) Describe your favorite meal.

I love a Publix Sub! I also learned how to make "The Perfect Sandwich" from "Spanglish." If you've seen the movie you know what I'm talking about. The DVD has the step-by-step instructions. Worth the rental just for the sandwich!