CBS Radio pulled the plug on KFRC-FM’s oldies format at 10 a.m. today (Sept. 22) and replaced it with a “Rhythmic Hot Adult Contemporary” format (think Madonna, En Vogue, Destiny’s Child) in an attempt to draw younger listeners. The switch comes a couple of days after the summer Arbitron ratings came out, showing KFRC’s audience had continued to shrink despite a format change last year when the station switched from a 50s-70s format to 60s-to-80s music. For the record, the last song KFRC played as an oldies station was Don McLean’s “American Pie,” which ended at 10:03 a.m. The new “Movin’ 99.7” began immediately with “Gonna Make You Sweat” by C+C Music Factory. No word yet on whether any of KFRC’s talent will be retained. KFRC, which switched from AM to FM a few years ago, had been an oldies station since the early 1990s. In the 1960s, 70s and 80s, it was a wildly successful Top 40 station led by morning man Dr. Don Rose from 1973-1986. The station operated today without live announcers. The switch leaves KFOX 98.5 as the closest thing to an oldies station in the San Francisco market.

SF Press Club News

One Comment

  1. Radio stations all over the country are losing listenership because the 18 to 40 age groups are all listening to their iPods instead of radios.
    What the radio station programmers are missing is the fact that the baby boomers are are NOT listening to iPods and would love to have radio the way it was in the 60’ts & 70’tys.
    A few years back 95.7 did try this format with “The Drive”.
    Everyone that listened to it said it was the best thing that happened to
    radio in last 30 years.
    My advice to programmers it to target the baby boomers.
    And my advice to the Movin 99.7 is – MOVE ON – who the heck are you targeting?

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