10 Questions with ... Chris 'DECiPHA' Hernandez

BRIEF CAREER SYNOPSIS:

Born and raised in the East Valley of Phoenix. I started my radio career as an on-air mixer in 2007 with this same station as KZON, 101.5 Jamz. (We later rebranded to Live 101.5, KALV). From 5 o'clock mixer, programming assistant and Imaging Director to APD/MD under Tim Richards in 2015, to PD in March of 2018.

1) You've been in the PD chair since March of last year. How's it going for you and is the job what you expected it would be?

Everything has been going great as PD. Programming for KALV (Live 101.5)/Phoenix has been what I expected and so much more. Working under Tim Richards for close to four years as APD/MD has helped make this transition a smooth process.

2) You've been at the station for close to 10 years now; there's been a million changes in everything from music delivery to social media engagement and on and on. What would you say is the most significant change that you've dealt with in that time?

Music delivery will always be one of the biggest changes. In the last 20 years we've seen music mediums shift from CDs to streams. How we discover music and retrieve music is something that will always change. Knowing what the next big thing will be and understanding how to measure it will always be an ongoing challenge. However, social media interaction and engagement can help be a key indicator of where the trend is heading.

3) There are some great radio minds at Entercom/Phoenix, not to mention the national programming office. How does all that help you with the day-to-day programming of the station?

The team at Entercom has been a huge resource when it comes to programming and when building and maintaining the station's brand. Having our format captain, Brian Kelly, as a resource to share ideas is a plus. The team makes it easy to ask questions and get things done.

4) Phoenix has always been one of America's great radio cities. What's your take on the market these days?

As the market continues to grow, music consumption grows as well. It's always great to see that radio is still the go-to platform for music and the #1 source for music discovery as well as for content in the Phoenix market.

5) Live 101.5's day starts with The Morning Mess. How do they set the tone and the table for the rest of your broadcast day?

They are the definition of what the Live 101.5 brand stands for -- diverse, local, relatable but most important, fun!

6) You're still on the air; how important is it for you to stay involved in the capacity?

I like to practice what I preach. If I ask the team to try something, or adjust here and there, I like for it to come from a place of experience. I also believe that keeping the connection to listeners is a first-hand research approach.

7) Obviously, social media is a huge part of what happens these days. Are there certain things that you ask of your air staff?

When it comes to the station's social media channels, I ask that we stay current, relevant and relatable.

When it comes to the staff, I believe that it's important to weave your audience into your slice of life and to make them a part of your family.

8) "Local local local" has always been radio's mantra. How do you keep your station visible and involved in the community?

Supporting the Phoenix Valley in all ways is key. We are fortunate to have amazing relationships with so many local organizations that are integral parts of the Phoenix community and it's our job to embrace and connect the audience with the community.

9) If you could add one full-time position to your budget right now, what would it be?

I would hire Calvin Harris to do our 5 o'clock mix. Is there a salary cap?

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

Surround yourself with people who share the same goals!

For someone vacationing in the greater Phoenix area, what one thing would you say they "must see?"

A lot of people want to hike Camelback Mountain; I would say, try all the amazing restaurants instead!