According to Steve Cerney at the LATimes, KBIG features a
varied playlist that ranges from pop chanteuses Kelly Clarkson and Pink to
alternative bands such as Green Day and Third Eye Blind, to hip-hop acts Outkast
and the Black Eyed Peas. The station had previously tied with KIIS for first
place last September and then again in February.
But in April, according to the Arbitron ratings service,
KBIG claimed 5.5% of the Los Angeles-Orange County audience ages 6 and older,
up from 5.4% in March. KIIS dropped from 5.7% in March to 5.4% in the April
ratings chart, which was released Monday and chronicled listening habits from
March 28 to April 24.
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| Valentine In The Morning |
KBIG was stuck in 11th place near the end of 2011, but
jumped into the top five by the beginning of 2012, and moved into second place
from May through August.
"Variety comes from so many different places,"
Jeffries said, whether through mixing genres, or eras, or artists. By borrowing
from the playlists of several stations throughout the market — pop,
alternative, hip-hop, adult-contemporary, etc. — the idea is it can broaden the
potential audience.
"We can put a little foot into each of these camps, and
be a blend of the best," Jeffries told the LA Times. "Chances are
we've got a bit of something to keep you happy."
The plan flies against conventional wisdom in radio, which
dictates a tight focus in targeting listeners.
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