Monday, February 14, 2011

New Radio Station 'Playlist 92.7' Promises to 'Play Everything'

Valentine's Day ushers in a new L.A.-area radio station: "92.7 Jill FM" has now rebranded itself "Playlist 92.7," featuring the slogan "We Play Everything."

"Playlist 92.7" is actually a combo of four signals, broadcasting around L.A. (with spotty reception inside the market proper), which is why you might not have heard of predecessor "Jill FM." As "Jill," the station was modeled as a female version of CBS Radio's popular "93.1 Jack FM." The Variety-based station was really a female-skewing adult contemporary station with only a slightly broader playlist.

The new "Playlist 92.7" doesn't feel all that different. In a release, KJLL-FM execs confirm that the format switch is really more of a tweak:

KJLL Operations Manager/Program Director Rick Shaw says, “market research told us that our existing target audience of Women 25-54 wanted a broad mix of eras and styles…everything from 70s classics to today’s hits. So we’ve put together an extra wide variety – a big playlist – that will help us build on the audience that has been increasing over the last six months. This isn’t a format’s a playlist expansion.”

“We’re excited about this new brand” said Playlist 92.7 General Manager Matthew Rodriguez. “From the research we’ve seen we know that both h listeners and advertisers will love it.”

Playlist 92.7 will define what 92.7-FM has been predicated on since it signed on-air; a deep love and passion of music, featuring an eclectic upbeat mix of music from the 70s, 80’s, 90’s, 2000’s and some of today’s biggest songs. “A format that we feel the listeners in Southern California have demanded for years,” says Shaw.
Here's a sample playlist from this morning:
Keep On Loving You/ REO Speedwagon 8:34am
Don't Speak/No Doubt 8:25am
Crazy Little Thing Called Love/Queen 8:22am
Tiny Dancer/Elton John 8:13am
Caught Up in You/.38 Special 8:09am
All Summer Long/Kid Rock 8:01am
Just Can't Get Enough/Depeche Mode 7:58am
Hold the Line/Toto 7:50am
Uptown Girl/Billy Joel 7:47am
Human/The Human League 7:36am
Rock 'N' Me/Steve Miller Band7:29am
Let's Go/The Cars7:25am
Drift Away/Uncle Kracker7:18am
Holiday/Madonna 7:14am
You Sexy Thing/Hot Chocolate 7:06am
Unbelievable/EMF 7:02am
Most of these songs have been so overplayed through the years that this list could be described as "burnt to a crisp." There's an audience out there for extremely familiar songs... but that "We Play Everything" slogan is a bit of a misnomer. Perhaps "We Play Everything... That You've Heard Hundreds of Times Before!"

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