When Ramona DeBreaux was rewarded the mid-day spot on V-103 a year ago, it seemed as if Atlanta’s No. 1 station had finally found the right personality for that time slot.
But management has changed its mind again.
In an exclusive, General Manager Rick Caffey and Program Director Reggie Rouse said they are bringing New York personality Egypt Sherrod down south to take over the 10 a.m. to 2 p.m. slot. She starts Monday, March 19.
“We’ve been looking at her for a long time,” Caffey said. “This was an opportunity to bring a superstar to our station.”
So who is Egypt Sherrod? She most recently hosted mid-days on New York City’s venerable R&B station WBLS-FM. She has done correspondence work for “The Maury Show” and is new host of HGTV’s “Property Virgins.” She also provides pop culture perspective for Atlanta-based CNN and HLN. She married Mike Jackson in 2010 and had a baby girl Kendall last month.
The station is not dumping DeBreaux. Caffey said they will find another place for her.
DeBreaux was a long-time mid-day host on Hot 97.5, which became Hot 107.9. Hot let her go in 2007 but she joined V-103 in 2008 as a part-time weekend jock and traffic reporter for the Frank & Wanda Show.
Mid-days has been a revolving door for V-103, though it hasn’t affected ratings in any tangible way. In key demographics and overall listeners, V-103 dominates the mid-days no matter who has been on the air.
Magic Man had the slot for several years, followed by Osei the Dark Secret. In 2007, V-103 gave Porsche Foxx, who had the afternoon slot until early 2004 when she was dismissed following a DUI arrest, another chance in the mid-dayh position. She didn’t last long. Less than 18 months later, she was out the door again for mysterious reasons.
V-103 then chose Elle Duncan to handle mid-days in early 2009. That also lasted only 18 months. Duncan was moved to the Frank & Wanda morning show, then back to Ryan Cameron’s afternoon show being let go a few months ago.
After several months of testing different people in 2010 into early 2011, DeBreaux got the gig. She is popular. I’ve never heard a negative word said about her.
Now here we go again.
Interestingly, CBS Radio’s V-103 is investing more money into talent, which is quite a statement in the current frugal radio environment. Sherrod could not have come cheap. How long is her contract and how much money is she making? Caffey won’t say.
The talent pool at V-103 is the deepest in town but their biggest names are not young pups. Frank Ski, Wanda Smith, Cameron and Greg Street are all in their 40s. Still, the station’s ratings remain dominant and that has kept everyone in the game.
By Rodney Ho, Radio & TV Talk