Monday, August 21, 2006

Rate-A-Radio Station: "Movin 93.9"

Following up on our ongoing coverage of KZLA's flip from country to adult contemporary lite dance (I just made that up), I've been listening a lot to the new "Movin 93.9" to get a feel for its sound.

My verdict? Pretty disappointing, and way too safe. I know, I'm not the target female 28-40 listener. But the station seems to be offering a product that its target audience has already been getting from KBIG 104.3 or KHHT "Hot 92.3." Rather than playing much in the way of new music, "Movin 93.9" focuses heavy on recurrents you've heard hundreds of times before -- Is it really exciting to hear Madonna's "Like a Prayer" for the umpteeth time? Other than perhaps a Rihanna song thrown in for good measure, "Movin's" playlist sounds a lot like KBIG (although, even KBIG airs more aggressive dance programming late at night and on the weekend).

What's worse, I don't understand "Movin' 93.9's" heavy dose of late 70s/early 80s tunes from the likes of Earth, Wind and Fire. If you're really going after the 28-to-40 crowd, do you really want to dip that far back for your playlist? There are plenty of songs from the late 80s and 90s to supplement current hits; I'd focus on making the station sound fresher. "Superfreak" doesn't do it.

Despite all that, Movin's new website only emphasizes current artists -- such as Beyonce, Gnarls Barkley, Shakira, Outkast, Justin Timberlake, etc. What does the station want to be? A gold-oriented AC, or a hit-driven contemporary outlet?

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