Wednesday, February 18, 2009

Change format - change language?

Format changes with no warning are one thing. I'm sure it has happened to all of us at some point. You tune "back in" to a favorite station and then wonder "What the x%$# is this?" and discover the format you enjoyed is now history. Many times a station will air a song or even a varied format to have a transition between formats and keep the audience and the competition guessing.

But this one takes the cake, even in the state of over-the-air radio today. KMVK 107.5 in Dallas, known as "Movin' 107.5" did a different sort of "Movin'" on Tuesday. They not only suddenly made a format change, they changed languages.

The R & B station was in the middle of a song ("Vogue" by Madonna) when it suddenly cut off. After a moment of silence (and how literal of a term is that for a radio station these days?), on came another song - in Spanish. "Mega 107.5" was born.

Given that nearly 25% of the Dallas-Ft. Worth Metroplex population is Spanish, the move itself is not that surprising. How abruptly it took place is.

Within minutes, the station also flipped its web site over to reflect "". The "Movin'" air staff, including the morning personality Chris Shine, appear to have been let go. Or should I say, told adios.

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