OMW has first word of the format about to launch on Clear Channel's new Canton market radio station, WHOF/101.7.
It's "My" format.
No, not "my" format - or even "ours", editorially - but "My" as in the name for an adult contemporary format - the station will be known as "My 101.7", and launches at 4 PM this afternoon...just moments from now.
UPDATE 4:30 PM 1/16/07: As reported above, "My 101.7" (or do we put that in lower case?) launched on schedule at 4 PM.
After a countdown, a station piece took a shot across the bow at NextMedia AC competitor WHBC/94.1, with this line: "If you think variety is the same 200 songs everyday, listen to 94.1". Another liner calls to new listeners whose favorite station "is now playing harder music", a nod to recent playlist changes at "Mix 94.1".
The opening song: "My Life" by Billy Joel.
The "My" branding exists elsewhere in the Clear Channel chain. The company's Philadelphia outlet at 106.1 FM, which launched a rhythmic adult contemporary format as "Philly's 106.1", has now taken the "My" name.
It appears the company is flexible with the "My" branding. An OMW reader notes that "My" is on a Clear Channel classic hits outlet in Milwaukee.
Interestingly enough, a trip to the "my1017.com" website even at this writing produces the same error message that appeared on another 101.7 placeholder site - an error message citing a server at "www.star1017fm.com".
UPDATE 4:30 PM 1/16/07: The "my1017.com" site went live with the station this afternoon. And if you don't think the folks at Freedom Avenue don't already get enough feedback from OMW readers, the website offers a toll-free "feedback" line - 866-444-1017. Though we would expect your comments here would be more direct...
"Star", as we noted in the earlier item, is a standard Clear Channel AC brand name...in markets as close as Ashtabula, and as far away as San Francisco.
Though we didn't know at the time, this may have been the very first sign that an adult contemporary format would end up on 101.7...despite the subterfuge of a fully-laden site for a country station named "The Bull"...