Acadiana Business

Delta Media launches 'hot AC' format

by Leslie Turk

MIX 107.1 FM, billing itself a hot adult contemporary station, replaces KOOL 107.1, which played a mix of tunes from the '60s, '70s and '80s.

Delta Media Corp., which last week launched a new sports talk format - 103.7 The Game - Tuesday changed the format of 107.1 FM to hot adult contemporary. The new station, MIX 107.1, replaces KOOL 107.1, which played tunes from the '60s, '70s and '80s.

Mix 107.1 plans to compete against long-popular AC station KTDY 99.9 FM and contemporary hit radio station KSMB 94.5 FM, says Chuck Wood, general manager of Delta Media. "The format is designed to sit right between KTDY and KSMB," Wood explains. "Not as young leaning as KSMB and not as mature leaning as KTDY." The new station's target demo is women 25-40 years old, he says.

Wood worked for KTDY's owner, Townsquare Media, before returning to his old job at the KSMB group of stations in mid-2009. After that group's owner, Cumulus, let Wood go earlier this year, he joined locally owned Delta Media.

MIX 107.1 includes nationally known personality Kidd Kraddick from 5 a.m. to 10 a.m. "Kidd Kraddick is ranked as one of  the most listened-to shows in America," Delta Media's Chris Lamke says in announcing the change. "MIX 107.1 will bring his unique star power to Acadiana listeners along with today's best hits."

Local personalities Hope Ford - who was doing middays on Snap 103.7 before it switched to 103.7 The Game - will follow from 10 a.m. to 2 p.m. Local personality "T.J." - Tyler Robicheaux - takes over from 2 p.m. to 7 p.m. Robicheaux was previously with Cumulus, doing afternoon drive on Rock 93.7 FM and weekends on KSMB (known by the on-air name "A.J.").

National talents Dave Perry and Susan Huber pick up through midnight and 5 a.m., respectively.

MIX 107.1 offers a blend of today's hottest artists, including Kelly Clarkson, John Mayer, Katy Perry, Nickelback and Gavin DeGraw. The station also offers local news, weather and traffic. "Hot AC has been missing from this market, and Delta Media plans to deliver it to those wanting today's best hits without any offensive programming or songs," Wood says.

Carencro-based Delta Media Corp. owns five radio stations and four TV stations.