KWOD changes its format
February 24, 2007
KWOD 106.5, Sacramento&s modern rock radio station, has recently gone through some changes in its format to make the station more listener friendly. The station has been renamed KWOD 106.5 version 2.0 and is themed &Radio without rules.&
One of the main changes that you will hear when tuning in is the lack of commercials present in the daily routine. The plan is to make the station more music intensive by replacing commercial airtime with more music.
The station believes this will attract more listeners and create a radio station that truly appreciates the music. It is unlikely that you will hear any eight-minute commercial breaks anytime in the near future. Another change in the stations format is the end of DJs.
But not everyone is in favor of the new change including former KWOD morning show co-host Ian Gary. Gary began working with KWOD in October and was informed of the change and his loss of employment on March 25.
&I wasn&t too surprised when they told us we were fired. They were always talking about letting go somebody,& Gary said. &Alternative music isn&t pulling numbers like it used to & I think it was a bad decision.&
Gary said that eight or nine DJs were fired in the process of changing the format of the station. He also said that 106.5 will be targeting older listeners ages 25-49 with more music by Dave Mathews Band, Coldplay and Jack Johnson.
He says that KWOD is targeting this age group in order to get more money but he believes the other age group, 19-25, has much more disposable cash to spend on things like concerts.
The switch, Gary says, is intended to drop the corporate image that many radio stations have. He also says that KWOD is merely temporarily playing fewer commercials in order to attract more listeners and attention to the newly refurbished station.
When asked of his initial reaction, Gary said that he did not take the decision personally and is looking into his future.
&It&s kind of a relief to be away from a station that is so unstable,& Gary said. &I am beginning to write a couple of books and working on some standup. I am also looking to do some work with my former co-host Kelly Pryce.&
Graduate government major Monica Ortiz says that the change hasn&t really had an impact on the amount of KWOD she listens to.
&The change doesn&t bother me that much. As long as I still hear the music at the same rate, I&m happy,& Ortiz said. &I have noticed that they play a lot less commercials than they used to, and I like that.&
According to the KWOD Web site, the station believes that many DJs are starved for attention and &do not have a clue.&
The Web site also says that KWOD plans of finding &knowledgeable music enthusiasts& and have them choose which music is played on air.
Graduate biology major Josefina Perez is upset about the new changes and wishes KWOD would go back to their old ways.
&I hate the new changes! They should have left it how it was 8211; the DJs were good,& Perez said. &I like to have commentary in between songs.&