[BC] Reasons for changing call letters

[Stan Tacker]

Rich,

KOMA was a tip of the hat to the state (oklahOMA.  The problem with KOKC was
that it had been used for years by a weak signal 1490 in the market.

Typically call sign changes are fine, but I would think twice before
changing calls on a "heritage" station.  When KVOO changed to KFAQ the local
backlash was considerable.  People get attached to funny things.

Stan

-----Original Message-----
From: broadcast-bounces at radiolists.net
[mailto:broadcast-bounces at radiolists.net] On Behalf Of Rich Wood
Sent: Tuesday, December 05, 2006 12:17 PM
To: Broadcasters' Mailing List
Subject: [BC] Reasons for changing call letters

------ At 12:06 AM 12/5/2006, Mark Humphrey wrote: -------

>I wonder if a programming consultant came in and said "I don't care
>about the station's heritage or how long you've had the KOMA callsign,
>you must get rid of it -- it scares listeners away because it sounds
>like 'coma'."

I've recommended call letter changes several times. Once in Los 
Angeles at KPOL and in New York at WPIX. WPIX had such negative 
baggage ("format du jour) that it didn't stand a chance. I 
recommended a format change to Jazz (Smothered Jazz) and a call 
letter change. They wouldn't hear of it. Later, they did both and 
became WQCD "CD 101.9" and they've had consistently good numbers 
since. KPOL wanted to keep their heritage. Trouble was the heritage 
was as a Polish station. It had no relevance to the format they were
running.

When Air America took over WLIB I felt they should change the call. 
Even though they were perfect for the format, everyone in New York 
associated WLIB with Black programming. Before the format change the 
station was the Black community's crisis station. With their change 
to a Black Talk format, the calls become heritage, again.

Rich



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