CBS Radio's K-Rock to Go Top 40

Remember the Top 40 radio wars of the 60s? Well, they're back. CBS Radio announced Monday (March 9), it plans to ditch K-Rock on WXRK-FM in New York for Top 40, challenging Clear Channel Radio's Z100 (WHTZ-FM). Called "92.3 NOW FM," the Top 40 station will launch Wednesday, March 11 at 5 p.m. playing the hits that appeal to an 18-34 year-old listener.92.3 NOW FM will be the first serious challenger to Z100, the No. 2-ranked station in the market, since it launched in 1983.The strategy is not unlike CBS Radio's recent move last month in Los Angeles, when the group flipped KLSX-FM from Talk to a Top 40 called AMP Radio, taking on Clear Channel's iconic Top 40 station, KIIS-FM."When a competitor comes it makes things more exciting for the listener and makes for a more vibrant radio market," said Greg Strassel, senior vp of programming for CBS Radio.Like in Los Angeles, CBS Radio's move in New York also helps the group round out the demographic appeal of its stations in the market. In New York, CBS has plenty of formats that appeal to Adults (Classic Hits WCBS-FM, News stations WINS-AM and WCBS-AM), Women (Adult Contemporary WWFS-FM) and Men (Sports WFAN-AM). What was lacking was a format that appealed to both young men and women."We've looked at our options and how strong our portfolio is and we think it's time to target younger audiences. We're doing that in Los Angeles," said Strassell. "It gives us a play for both listeners and advertisers we don't currently have."WXRK needed a change. CBS Radio's lowest-rated station in the market, K-Rock ranked No. 21.92.3 NOW FM will take on Z100 by playing the hits from artists such as Kanye West, Beyonce, Pink, Flo-Rida, Akon, Katy Perry and Justin Timberlake. The station hopes to distinguish itself from Z100 with a host of interactive features, from Twitter and Facebook, to a line up of Web sites and other content partners."It's probably one of the most extensive Web site launches simultaneous with an on-air launch," Strassell said.Out in the new format: Opie and Anthony, who held down mornings on K-Rock for a number of years. Strassel said the station will be introducing new personalities for the new format.

Convergent TV

CBS Radio's K-Rock to Go Top 40

Katy Bachman

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