September 9, 2011

Philly's Hot 107.9 Looks Like Atlanta, Doesn't Sound Like It

"Hot 107.9" goes Rhythmic

Are they making a statement about the marketability of Urban radio and Hip Hop music?

As expected Radio One kicked off the new format on 107.9 WPHI which was the home to Urban AC WRNB. The new “Hot 107.9” arrived on the air with the sounds of Nelly's "Hot in Herre" right after it closed out their Rickey Smiley stunt with Boyz II Men's "It's So Hard to Say Goodbye to Yesterday." But any similarities to the same named station in Atlanta are in name, logo and the Rickey Smiley Morning Show only.

What they are giving to their listeners musically is a lot different from what was aired on the previous location of WPHI 100.3 "The Beat" or what is currently airing on Hot 107.9 in Atlanta.

The new Hot 107.9 in Philly is imaging themselves as "Hip Hop and R&B" but Rhythmic Contemporary titles from the likes of Black Eyed Peas, Justin Timberlake, Adele "Running in the Deep" and Rihanna's "Cheers (Drink to That)" rule the airwaves. The station is featuring "classic" Hip Hop songs along with the most popular current Hip Hop hits.

It will be interesting to see if this is just format tweaking or if Radio One is serious about going after a mainstream demo similar to what 95.5 WPGC is doing in Washington, D.C. By doing so they are handing over, by default, the urban audience to Clear Channel's Power 99 in Philadelphia.
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