WHAT-AM to Program ‘Alternative’ Playlist
By Michael Klein, The Philadelphia Inquirer
Jan. 19–Radio station WHAT-AM (1340), whose longtime African American-focused talk format was silenced last week, today expects to launch a music format aimed at young people.
"I guess you could call it alternative, but it will be a mixture of modern rock, R&B, reggae and hip-hop," said Tom Kelly, chief executive officer of Marconi Broadcasting L.L.C., the station’s new owner. The station has been playing a diverse playlist since Jan. 11, when previous owner Inner-City Broadcasting laid off WHAT staff, including talk-radio queen Mary Mason.
The WHAT call sign, a part of the radio dial since 1925, will remain, Kelly said.
From newly refurbished studios in Manayunk, Marconi wants to tap an audience it feels has not been served for nearly two years, since Y100, the city’s last station to call itself alternative, was silenced. WXPN-FM (88.5) has added elements of Y100 to its broadcast schedule and Web site, xpn.org.
Program director Alvin Clay, a local music producer, said WHAT would appeal to a wide range of people. "We’re playing to the demographic" — college-age and post-college age — "and not to ethnicity," he said. Artists would include the Roots, the Killers, Stone Temple Pilots, Kanye West and local bands.
The 1,000-watt station can be heard primarily in the city and its inner-ring suburbs.
Acknowledging that many young people no longer listen to radio, he said: "They still want to listen to this content." Kelly owns Kelly Music Research, which surveys radio listeners on behalf of radio stations.
Kelly said WHAT would stream on the Internet — though last night he would not disclose the Web address. He also plans to sign on an HD radio channel, offering higher-fidelity broadcasts.
Contact staff writer Michael Klein at 215-854-5514 or mklein@phillynews.com.
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Copyright (c) 2007, The Philadelphia Inquirer
Distributed by McClatchy-Tribune Business News.
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