Charlotte Radio: The Block Aims At Beasley's Power 98

Radio One, the Silver Spring, Md.-based company has debuted a high- energy HipHop format “The Block” at WQNC 92.7 FM.

The company is taking aim at WPEG-FM (“Power 98” 97.9), a longtime leader in Charlotte radio.

“There’s about to be a power shortage,” the new station said in announcing its format change Monday afternoon, followed by airings of “Tha Block Is Hot” by Lil’ Wayne and “Power Trip” by J Cole.

The Charlotte Observer reports three years ago, Radio One put on the 92.7 frequency a simulcast of its inspirational gospel station Praise WPZS 100.9 FM. Only about a third of the audience listened to the signal on the 92.7 frequency, Radio One says.

Urban radio has long been one of Charlotte’s powerhouse formats, along with country music.

Charlotte’s radio market, which includes Mecklenburg and 12 surrounding counties (including three in South Carolina), is the nation’s 24th largest with an estimated population of 2.15 million. That includes an African-American population of 480,400 (22 percent) and Hispanic population of 179,400 (8 percent).

WQNC 92.7 FM (10.5 Kw) Red=Local Coverage Area

Radio One has been steadily gaining on the urban stations owned by rival Beasley since 2012. That’s when Radio One bought the powerful WOSF 105.1 FM for $7.75 million and turned it from a Spanish station into an urban oldies format. It’s been in the top 10 ever since.

In 2012, Radio One controlled 6 percent of the region’s radio audience vs. 16 percent for its rival; now Radio One has 9 percent vs. 12 percent for Beasley.

WPEG 97.9 FM (95 Kw) Red=Local Coverage Area

For the next few weeks, “The Block” will run without commercials as it builds audience and sponsors. Its music-intensive format means it won’t have deejays.