10 Questions with ... Steve Rocha

NAME:Steve Rocha TITLE:Program Director/ Music Director STATION:KFFM MARKET:Yakima, WA OWNER:Clear Channel

Please outline your radio career so far:

-KYSC 1991-1992
-KDNA 1992-1993
-KFFM 1993-1998
-KUJ 1998-1999
-KFFM 1999-Present

1. How would you describe your first radio gig?

I wanted to be hired part-time here on KFFM, so the program director had me come in and do a free, live shift for him to see what I could do. He had two of his other part-timers, who were female, train me through the night. We had so many interesting phone calls that night, the two part-timers had to call the local police because they were afraid to leave the building. I wasn't sure what I was getting myself into!

2. What led you to a career in radio?

I loved music! I thought about being a mobile, but NEVER a radio D.J. Once I got the taste of it, I was addicted!

3. What is your favorite part of the job?

Obviously, the on-air part. The office can be challenging and stressful, but the studio is your time away from that. Studio time is go time!

4. What's one thing that would surprise many people to learn about you?

That I was a shy and quiet kid all through high school.

5. Could you give us a little insight into your on air staff?

I'm lucky to have three talented on-air personalities who love the business. They're all "do what it takes to get it done" types. It's that hunger for the job that you don't normally see anymore. Reesha and Lil' Mikey in the morning just teamed up recently, and they're doing great! Reesha has an addicting personality, and Lil' Mikey will be a PD somewhere in the future. Big Daddy DJ Live is my new night guy, and he's coming along very well. He'll be a great night guy for a bigger market someday.

6. Who is your favorite air personality not on your staff and why do you like them?

I've always been a fan of Scotty Davis. He's so fun to listen to. When I'm having a bad on-air day, I listen to his stuff and it gets me motivated to get back on-air and do my thang!

7. What was your favorite station to listen to when you were a kid?

KFFM, of course! Plus when I was a kid, we'd take trips to Fresno, and I loved KBOS. KUBE was always a favorite (and still is) when I'd take family trips to Seattle.

8. Do you have a favorite hobby outside of radio?

I love to play basketball! I haven't had much time lately, but I will make it out on the court again!

9. What music do you listen to when you're not working?

R&B ... and you gotta love old skool hip-hop!

10. What is it about our industry that keeps you wanting to do it for a living?

It never gets dull. There's always something new every week. From music to promotions, and thanks to Paris, Lindsay, Nicole and Britney, there's always something new to talk about!

BONUS: What ringtone do you have on your cell?

T-Pain & Akon, "Bartender"