KIRO to FM: "not a matter of if, but a matter of when."

It could be the biggest radio story of the year... or will it be next year?

When will KIRO news talk switch over to FM, leaving the historic AM band to... ESPN sports?

The scuttlebutt around KIRO gives it six months. But that it will happen, a staffer told us it's "not a matter of if, but a matter of when."

Since last week, KIRO is calling itself "97.3FM" and the newscasts have taken an FM sound and feel.

But note the logo above, it's about a cue-to-call contest, register online; change your radio preset button to 97.3FM; four names a day will be drawn and announced on air, if you call in an hour, you get $1000.

Win $1000 at the push of a button.

KIRO's big move means great news for everyone. Now that we're on 97.3 FM, you'll get crystal clear reception, everywhere you go - at your office, under bridges, and even in tunnels! But great reception isn't our only story. Just confirm that you've set a new button for KIRO on all of your radios at 97.3 FM and you could win $1000 in cash!

(Lots of $1000 bills flying around for talk radio listeners at the moment -- KOMOAM is offering a cue-to-call contest to get you to listen to The Commentators 10a-2p weekdays)

It's not mother love that's spurring the KIRO giveway -- they're building audience for the FM side. They won't dumping this 87-year old format from this heritage station without some good numbers. This will be the most significant format change for the station in anyone's memory.

We and everyone else has been predicting this for months: not a difficult call after KIRO got the Mariners baseball broadcast contract, (they already had the Seahawks) and flipped FM oldies station KBSG to simulcast.

The change would mean sports won't interrupt regular programming: hear Dori and Ron & Don during baseball games; listen to TBTL without the interruption of the homoerotic Seahawk Cuddle (Wednesdays, 7-9p). Tom Douglas will have to work every Saturday (4-7p).

We doubt it will happen before the election Nov. 4th -- too many political ads on the books.

Solid KRKO sources told us in August that that ESPN wants out of their KRKO agreement by January, freeing up the network for KIRO in the first or second quarter.

Could it be there will be more live & local evenings and weekends on 97.3? Be still our hearts, and don't hold your breath. The potential is there, but the daunting economy at the moment makes that growth unlikely.

Comments

[litlnemo]

I have much more trouble picking up the FM signal than the AM one -- and I live in Seattle! (Maybe my radio is crap. KUOW stomps on every frequency here.)

[Upton]

Screw KIRO, I live outside Chehalis..that FM station comes in hardly at all.

Has KIRO given any thought to people who live in outlying areas?

[joanie]

I can't get it at Birch Bay either. I guess it really will be "live and local" eventually.

[sparky]

Upton, no they don't. That is why I am in disagreement on here about the importance of "local" proramming. It is only local for the greater Seattle-metropolitan area. It is why I listen to Portland stations--they come in much better for me than Seattle ones. In the early morning, KPTK is blasted away by a sports station in San Diego.

[AuthenticAndrew]

I wasn't in love with KIRO's AM sounding bumpers and production sensibilities but I definately think a lot of the older listeners who are on the downhill side of the mountain of life will be put off by the FM action packed pop-rock sound scheme. The Buzz failed. I can't understand why they would make the same mistake twice.

[rev]

It really does seem like shifting the KIRO format exclusively to FM is a classic example of pissing in the soup.

Not only does it eliminate most of the audience outside the metro Seattle area (which is substantial at night), but it also means that there's no carry-over audience from Mariners and Seahawks to the news/talk programming. It will probably turn KIRO from a consistent top-three or five in the ratings to an also-ran.

Combined with Arbitron's plan to add non-comms to the commercial book, which will place KUOW and KPLU into the top ten and drop almost everybody else one or two ranks, this is going to end up costing Bonneville serious money. But of course, the whole industry is tanking, so the effect of the shift to FM alone might not be as obvious.

[dave d]

I think the reason kiro does not care about the out of Seattle listeners is that Arbitron does not include them in the ratings,so the advertizers are focused on Seattle.The ratings determine the $ kiro charges

[stinky]

On the old clock radios I use, 710 KIRO and 94.9 KUOW are nearly lined up on their respective bands. This means I just have to toggle the FM/AM knob on it to get one or the other. If they ditch AM then it's unlikely I'll turn the dial to find 97.3 (it's an old radio with no presets, quick tuning, etc.). Yes, I could simply get a newer clock radio, but I'm not interested in that.

On the other hand, my main stereo receiver/amp encounters interference on most AM stations, so it's been nice to simply click to 97.3 on that.

Whatever.

[joanie]

I have great respect for you, Sparky, but KIRO hasn't been about Seattle for years and years. I don't know why you don't get that.

Of course, there's some Seattle. Isn't there some Portland on the station emitting from Portland?

It is like having to deal with these rightwingers who continually perpetuate one meme over and over.

KIRO isn't just local. Even if it were, the Seattle metro area isn't small or irrelevant to state politics. But KIRO isn't just local. It is very "state" and "national." If you listened, you'd know that.

It bugs me because it is not accurate.

It may become accurate if nobody but the locals can get it, however. I'll regret that even though I only listen to Dave now.

BTW, when the election is over, I wonder what everyone will be talking about.

Did anyone hear Rachel taking on David Frum tonight? Rachel held your own and I'm sure was seething inside. It got a little tense...

[Mike the Driver]

I don't find the signal for 97.3 FM clear all the time. I get a better signal on the AM band and I drive Tacoma to Bellingham daily. You get around Boeing Field and very few of the FM stations come in clear because of the hillside. Same thing when you are down on Fauntleroy to the Ferry Dock. Of course KIRO AM towers are across the water.

What I don't understand is why doesn't KIRO FM broadcast in Stereo? They did with The Buzz and other stations who have talk on FM are in stereo.

For the people south like Chehalis and other areas North, West, etc., you won't get the 97.3 signal very good. So guess you will have to listen on line.... kind of tough in your car!