Ever since it lost Howard Stern, CBS has been stumbling around like a drunk trying to find his way home in a blizzard. Or like moody John McCain.
It keeps trying things and dumping them (remember David Lee Roth, Stern's first replacement?).
Well, a year after beefing up KFRC-FM (106.9) as an oldies station, it will now simulcast its AM news content on the FM signal.
I give it a year.
Two years ago the signal was an FM talk station, home to Adam Carolla, the Doghouse and Darian O'Toole, which fizzled out. I liked that one. The ratings didn't.
The New York based network is moving the San Francisco oldies programming to its HD2 station, and online at www.kfrc.com.
“With this announcement we are ensuring our listeners will have access to the superior news and information they’ve come to rely on no matter how they choose to receive audio content,” said Doug Harvill, Senior Vice President and Market Manager for CBS Radio San Francisco. “And not only that, having the station on the FM radio platform will afford us the opportunity to amass even more consumers of the station.
“The benefits of this move are plentiful – from improved sound quality and ubiquitous distribution, to increased brand exposure. We’ve always had a great product and we’re thrilled more people will be able to experience what in excess of one million already do on a weekly basis.”
I don't really get it. The only way I'd look for news on FM is if I was on that band for NPR and wanted to catch CBS without having to push the extra button over to AM. Not exactly a big motivator.
What do you think?
PS: speaking of Howard Stern, did you see that the New York Times chess column Sunday was about him? Check it here.
By the way: CBS was fourth in the San Francisco ratings for listeners over 12; KFRC was 23rd. If CBS combines both signals, it could possibly beat KGO, which is No. 1, in the ratings.