DALLAS New Orleans radio station WDVW-FM has launched a new programming approach geared exclusively toward women under the name Diva.
Formerly WCKW at 92.3 on the FM dial, the station launched its Diva format Thursday night, targeting women 28-42 years of age.
"Aside from music, we will broadcast entertainment, fashion and lifestyle features each hour," said Dave Siebert, vice president and market manager of Citadel Broadcasting in New Orleans.
The station will highlight a different theme each weekday, a station spokeswoman said. Themes include Makeup Monday, with advice from Rachel Gayle, beauty editor at Cosmopolitan Magazine; Travel Tuesday; Working Women's Wednesday; Therapy Thursday; and Fashion Friday, with designer David Dartnel and fashion reports from Katie Block, fashion reporter for New Orleans Magazine, the spokeswoman said.
Starting Nov. 26, the biggest retail shopping day of the year, and continuing through Christmas, Diva Radio will reserve a front-row parking place at Clearview Shopping Center to give away to one of its listeners, station executives said.
Regular music features will include Diva-oogie-oogie Friday nights and Saturday Night Diva.
"Diva 92.3 gives us a unique opportunity to offer specific programming with the female in mind," Siebert said.