10 Questions with ... Victor Frost

NAME:Victor Frost TITLE:Program Director STATION:WCCG (Soul104.5) MARKET:Fayetteville, NC COMPANY:Carson C in Baltimore, MD RAISED:Washington, D.C

Please outline your radio career so far.

WFNC/ Fayetteville/Board Op/1996-98, WCCG/Fayetteville/1997-present

1) What was your first job in radio? Early influences?

My first job in radio was a board op for Cape Fear Broadcasting (later bought out by Cumulus). I ran the board for several syndicated shows. I had my first on-air show on the weekends called "The Swap Shop." (That s right, you guessed it, two hours of selling and trading). It was a very popular show averaging 70 calls per hour. I was influenced by the station's engineer, the legendary voice of Fayetteville, who once said to me, "Relax and speak as if you re talking to one person; make it personal ."

2) What led you to a career in radio? Was there a defining moment, which made you realize this is it ?

I answered an ad for a board op position. I got the job because of my background in sound engineering. As a board op, I got a chance to listen to live shows constantly. I couldn't help but think I could probably do this and be pretty good.

When everyone was out of the studio, I used to practice hosting my own show. I must say I thought I was okay. Eventually my break came when the host of the well-known local show "The Swap Shop" became available. The PD asked me if I wanted to try it. I answered with an immediate no. He said, "I'll make you a deal; try it and if you like it, the job is yours." Needless to say, I tried it and loved it. I never thought I would enjoy it so much. This is it!

3) If you were just starting out in radio, knowing now, what you didn t then, would you still do it?

Most definitely. If you have a love for music and entertainment, there isn t a better job.

4) Where do you see yourself and the industry five years from now? Since Arbitron is currently conducting continuous tests in Houston, how do you feel about the PPM eventually replacing the diary?

I see the industry strongly supporting more R&B music. We're going back to the days of live bands and real entertainment. It will be the return of the musician. I will be somewhere in the scheme of things with several radio stations, TV stations and a production company writing and producing hits. A hitmaker.

In the world of sophisticated technology, PPM is definitely needed. It's versatile enough to track consumer exposure to any broadcast signal, which will give more accurate readings. Stations will be able to see the listening behavior of a particular market more accurately therefore, allowing them to better plan for success.

5) How you feel about being made to wait on a record you hear until the research validates it? Do you feel that sometimes Urban AC stations are too slow to add new music?

It's my feeling that radio should be the first place new music is introduced. It seems like radio is the last media to jump on music. Many listeners are tuning into other media to find out what's new, what's hot and what's not. Back in the day, whatever radio said was the gospel. I also feel Urban AC should have a much faster approach, seeing how R&B music is making such a strong comeback. The audience of AC stations is growing. AC stations are no longer known as the 25-54 magnet. Everybody s listening!

6) What is going to happen to the training of tomorrow s talent and programmers if the current trend continues? How do you feel about syndication and voice-tracking?

Tomorrow's talent will have to be known more as a computer tech than anything. The world of technology is forcing the industry to develop more board ops than air talent. Programmers will have to be more accurate with time and space. Computers only do what you program. Syndication is great and it gives the listener a chance to hear awesome entertainment. With so many superstars finding new love and fascination with radio, the level and quality of entertainment will skyrocket. Voicetracking is probably the tool of the future. It s pre-recorded with little to no era and cost-effective. Look out for professional voicetrackers.

7) What formatic adjustments have you had to make in your programming to with the addition of your syndicated drive-time show? How has Fayetteville responded?

My syndicated drive-time show, like all other syndicated shows, has its own music format that I can't control. By reviewing their daily playlist, I've had to consider the time slot before and after the show and develop a system that would keep listeners interested in the music.

With two syndicated music/talk shows a day that play a limited amount of music, I had to make sure listeners would hear their favorite hit song -- if not during syndication, definitely before or after. Fayetteville has responded well. They seem to feel that it's okay to listen to syndication as long as, at some point, I get my favorite song or introduction to a new one.

8) Of all the skills you have gained through the years, is there an area you d like to improve?

Delegation is something that is a need for all successful PD s. We can't do it all. As a PD, I want the best results possible -- even if I have to do it myself. I'm a work in progress when it comes to delegation.

9) How do you feel the current trend of having every record pass a callout research test is going to affect both industries? Are Urban programmers going to be slower in adding and playing new music?

I believe to have the music released expediently is something that would benefit both industries. The longer you wait to release the music, in the long run, it loses its appeal. There are many forms of media that believe in the advantages of being. Programmers will probably be slower in both adding and playing new music. Let's make radio the media to look to for breaking music.

10) As you look back over your career ... any regrets? Missed opportunities?

My only regret is that I didn't get involved in radio sooner. Being a musician and songwriter, I discovered early on that radio is very important and necessary for industry success. However, I didn't take advantage of the relationships made.

What would people who think they know you be surprised to find out about Vic Frost?

I rollerskate well' I bowl even better. I can sing, produce and write music. I rock climb (okay, not really), I have a Syberian Husky named Sarabi and a cat named Sylvester who happened to come equipped with a 5' 8" greened-eyed beauty. Thanks, Champ!

What s the best liner you ve ever heard?

I was traveling north and heard several stations playing the same format in the same market (nothing new, right?). This one station decided to record the other station's air personalities live on air. The sweeper said: "Tired of hearing this? (Playing the other station's formatted music and altered voices of the air personalities) Then you've got it tuned to the right station."

Describe your favorite meal?

My favorite meal would consist of something baked, something smothered, and finally something filled with chocolate. Topped of with a glass of something fruity.

What's your favorite fast food?

My favorite fast food would be a fish sandwich from any of the franchises with cheese.

You just won the lotto and you have your boss on the line. What's the first thing that you would say?

After thinking to make sure my assignments for that day was completed, I would ask, "IS THIS STATION FOR SALE?"