accessAtlanta

City & State or ZIP Tonight, this weekend, May 5th...
City & State or ZIP
City & State or ZIP Tonight, this weekend, May 5th...
City & State or ZIP

Groove 105.7/96.7 goes Wild as part of format shift

50353_131688916849284_5049258_n

Groove 105.7 billboards still dot the landscape, but the station has gone Wild. (Check out the new logo on the right).

This completes the station’s transformation from a dance/pop station when it launched in October 2009 to its current hip-hop/pop incarnation. When 95.5/The Beat went away in August, the Groove quickly pivoted its music, adding more T.I. and Trey Songz and cutting out virtually all songs pre-2000.

The station quickly hired Maverick and Mami Chula from the Beat and program director Dennis Martinez (who had been there all of five months) left.

Comparing the old Groove to the current Wild, “the two stations sound completely different,” said Melissa Forrest, who runs Clear Channel Atlanta, which also includes 640/WGST-AM, 94.9/The Bull, 105.3/El Patron and Project 9-6-1. “The on-air hosts are different. The name reflects the shift.”

For its first six months, the Groove was home to music from the Bee Gees, Madonna and Prince as well as some more recent songs by the likes of Lady Gaga and Black Eyed Peas. Ratings were mediocre. The station added more current music in late spring and cut back the oldies, which didn’t have any impact on the numbers.

But the Beat’s departure was an opportunity Clear Channel Atlanta management couldn’t pass up. And though the Groove could conceivably work as a name for a station which plays Waka Flocka Flame and Pitbull, management felt Wild was more apropos. Since the Beat’s departure three months ago, Wild’s performance has improved but has a ways to go to reach Beat-level numbers. (It may never reach such levels because its signal isn’t as strong as 95.5, now a news/talk station.)

The Beat had the most diverse listener base of any music station in town, with a polyglot of Hispanics, whites and blacks tuning in. Presumably, Wild will cater to the same mix.

Wild  plays some songs that are heard on Hot and V-103 (mostly black audiences) and some songs heard on Q100 and Star (heavily white audiences). And it skews younger than any of its rivals.

The Groove is even taking frequency to a new extreme in Atlanta, playings its top songs as many as 125 to 130 times a week, or about once every 80 minutes. That is up from the Beat’s 100 times a week or once every 100 minutes. The goal: huge audiences spending not very much time.

The syndicated morning show Elvis Duran, which is based from a top 40 station in New York, will stay on, according to his publicist Amir Forester. It was launched in January of this year and had the lowest ratings among major time slots on the Groove. Forester’s note today:

Elvis is not only staying on the station, but is being incorporated even more.  They’re going to run his show until 10a.m. instead of 9:30a.m., and will replay the Free Money Phone Tap later in the afternoon. Elvis is on other Rhythmic Top 40 stations, most notably WJJS/WJJX in Roanoke where he’s ranked #2 among Women 18-34.

The station is also simulcast on the weak, south-skewing signal 96.7, which (coincidentally or not) was briefly an R&B/hip-hop station earlier this decade called… Wild.

Join my Facebook fan page and Twitter.

22 comments Add your comment

Stephanie

November 16th, 2010
3:53 pm

I am disappointed in this. I liked having a station that played 80s and 90s music. As far as I know, there isn’t one that does unless you get satellite radio. Now “Wild” is just like 95.5 was…which went off the air!

Jeff

November 16th, 2010
4:57 pm

I missed the Beat so I started listening to the Groove. I like the change in music with Wild to make it more like the Beat, but recently the bass is turned up way too much and distorts the music. I don’t have this problem with any other station. I’m having to turn my bass down and treble up every time I want to listen to that station, but it’s getting to be a pain! Anyone else having this problem lately with this station?

ExNuYawker

November 16th, 2010
5:24 pm

Sirius/XM is the place to go. I never listen to any Atlanta stations. Atlanta radio is terrible!!!

Carlos

November 16th, 2010
5:28 pm

Goes to show nothing changes. Everything stays the same.

RW

November 16th, 2010
8:11 pm

Hearing this makes me want to listen to Sirius/XM Radio, as well as HD RADIO.

al

November 16th, 2010
8:30 pm

BOOOOOOOO on the new Wild

maybe next time

November 16th, 2010
8:55 pm

Dang. If only they would get rid of that lame morning show I might actually tune in. Oh well.

Sebastain Bagby

November 16th, 2010
9:21 pm

Wild is a fitting name since only wild animals listen to hip-hop.

Kevin

November 16th, 2010
10:32 pm

I loved the Groove.

I just replaced the pre-set formerly occupied by the Groove.

Stupid move, but nothing really surprises me any more. Yes, that’s what this town needs: more hip hop. We have a dire shortage of it now.

Fail!

November 16th, 2010
10:49 pm

Too Bad. The original Groove was what this city needed. We don’t need another black hip hop station. We need music that people want to listen too….thank God for Sirius/XM

mike

November 16th, 2010
11:12 pm

did y’all ever notice, Atlanta radio changed for the worse to me when Rhubarb was fired. Not to compare country to everything, but it did change.

Don

November 16th, 2010
11:46 pm

Did anyone from Clear Channel realize that The Beat failed their last several years on air & that is why they are gone. The Groove was a great station. Looks to me like Chear Channel is trying to create another 95.5. They brought alot of the old staff over & now changing the music…good luck with that!

mike

November 17th, 2010
12:17 am

agreed jeff, the bass on this station is truly terrible…

Jesse Jackson

November 17th, 2010
6:53 am

sounds like you racist people dont like rap music

Mr G

November 17th, 2010
11:00 am

The liked the original Groove because it offered a variety of music seldom heard on any ATL radio station. Now the “Wild” is just like all the rest, with the exception of alot more repeat of the same song over and over..I say good bye to the Wild

hearmeout

November 17th, 2010
10:34 pm

How lame…here we had a station that played something different for once and now it’s like any other. I have already switched and have no desire to go back to it. How much cRAP can a city take? PLEASE someone in this city have the balls to give us something other than cRAP and Country …something to work out to ….something to dance to…something fun…

Atlanta radio sucks

November 17th, 2010
11:14 pm

THEY PLAY THE SAME SONGS OVER AND OVER. NOBODY WANTS TO HEAR THE SAME 10-15 SONGS ALL DAY LONG. THEY NEED TO ADD MORE NEW MUSIC AND EVEN SOME OLD STUFF TO MIX IT UP MORE!

Atlanta radio sucks

November 17th, 2010
11:14 pm

ACTUALLY I’M SORRY, I WAS TOO NICE. THE SAME 5-10 SONGS ALL DAY LONG!

TheLazyComic

November 18th, 2010
4:57 am

First, Atlanta radio is whooped. If all of the broadcast towers fell over, who’d miss them? Cheap Channel was the beast that started this flip-flop nightmare of format changes. Diversity in broadcasting vanished when the government give Cheap Channel the keys to the building. Radio is so bland and predictable. Did you know the songs you hear on the air are programmed weeks in advance before you actually hear them? Stations use a computer software program called Selector to program this crap in advance. Radio is finished. I tossed an MP3 in-dash player into my car and listen to hours of my own tunes… and trust me… they are tunes you’d NEVER hear on a Cheap Channel owned station. Cheap’s approach on this? If the song didn’t test well in Tapuke, Iowa… they won’t play it. Losers.

class of fitness

November 19th, 2010
12:20 am

We already had a station called “WILD 96.7″ this decade, it didn’t last to long. but the flow of the station was better thats for sure.

Scott

November 19th, 2010
12:57 pm

My wish is that they would play true dance music. Not rap, but dance music. Most major markets do have this type of station.

getbuzzed

November 19th, 2010
10:06 pm

I wish those country legends could come back, whip these pansies, and take back the frequency. This crap is the very reason people don’t listen to radio…….