We visited our son in Dallas yesterday and heard Citadel’s new station Platinum 96.7.
This launch was much anticipated in the market.
It sounds DOA to me.
Platinum can best be called a soft oldies station.
It plays a steady dose of slow tempo songs from 60s and 70s. The overplayed kind like Carpenters.
It feels a little like the old KVIL, probably because Ron Chapman is the voice. Much of the music played was popular when KVIL dominiated Dallas ratings.
KVIL was a powerhouse a long time ago. Dallas is not the same town now.
I don’t know who Anne Murray appeals to today. Certainly no one under 55.
Platinum sounds like a radio station created as a ‘radio format’, not as a format for listeners.
Liners like “we’re heard in boutiques, offices and Ors, sounds so much like radio it becomes silly.
Why not “No Funk, No Punk, No Elevator Junk”?
It’s the same thought process.
My day job is head of content for DMX.
Our company creates music, video and message branding for retailers.
I used to think the world of music revolved around Billboard and Radio And Records charts. It doesn’t for ‘real people’. You know the kind, the ones you see on the street everyday.
There is so much interesting music available that I am baffled as to why radio plays the same tired, dated stuff.
Platinum 96.7 has little chance of being a key player 25-54 or in any other age group.
When will someone stop, pay attention to the audience and build something interesting?
That station will be created by someone who comes from outside of radio.
Radio people know too much about radio.
Put the Whitburn books down, get out from behind the computer go find out about people again.