KIRO's Nightside Project sneaking up on seattle

We've been reporting this for months, it's been in trade news all over the country, but there's been nothing but denials from KIRO. They're still being coy- Bill Virgin's On Radio column in today's Seattle Post Intelligencer:

The Nightside Project marks the convergence of several trends for Bonneville specifically and radio generally. First, [KIRO PD Rod] Arquette says KSL used to do multiple hours of evening sports talk, much like KIRO has done over the years. But with the emergence of all-sports talk competition, Bonneville management decided there was little point in duplicating that.

Next, Bonneville was in the process of adding its AM news and talk format to the FM dial in cities such as Salt Lake, Washington, D.C., and Phoenix, and in doing so began wondering if simply simulcasting AM programs on FM was the right approach.

That in turn brought up another question: How to reach the desirable but elusive 18-to-34 market, which likely wouldn't find a traditional approach appealing. To connect with that audience requires a show "with a little bit of an attitude," Arquette says, and "The Nightside Project" tries to deliver that.

Bonneville says it's pleased enough with "The Nightside Project" to date to place parts of the show in several other markets.

That could include Seattle, but when and in what format hasn't been decided. KIRO is still looking for a permanent host for its evening program hosted by New York Vinnie. Arquette says he has "several people who have expressed interest" in that slot.

"We're live (and local) until 1 a.m.," he adds. "I want to stay that way." Arquette says the plan is to develop a new show at 7-10 p.m., with Frank Shiers handling 10 p.m.-1 a.m.

Several hours of "The Nightside Project" could debut in the overnight slot in Seattle as a sort of beta test, Arquette says (the first hour or so of the show focuses on Salt Lake topics, but the rest is national in scope, so it would work in Seattle).

Whether Bonneville would ever duplicate "The Nightside Project" in a market like Seattle with a local cast will depend on whether the show can attract listeners and advertisers and generate revenue. "It's expensive to do; we hired a lot of people," he says. But elements of "The Nightside Project" approach could be incorporated in whatever evening show KIRO comes up with, he added.

Comments

[joanie]

Seems like KIRO never has been able to find a nighttime host that sticks around for long. Whether because the station gives him the hook or the host deserts the station . . . not sure.

Seems to me with Shiers set in the 10 pm slot, Bonneville isn't going liberal any time soon. Gotta wonder what they're going to do.

In some respects, like Caytie, I care less and less.

Wonder how many conservatives are falling for Bush's shell game: up the number of troops in Iraq then decrease them in increments and claim your drawing down troops. Well, I guess he is . . . if you're dumb enough to count them that way. Couldn't we call that "floating troops?"

[mankus]

I don't recognize KIRO from when I used to listen. Dori, R&D, sports guy, then Shiers. Not much there for a Seattle progressive. Oh well, there probably aren't too many of us around. Great programming guys! Me? I'm stuck in NPR hell a couple of rings farther out than KIRO. Satellite anyone?

[drool]

Goldy for 7-10

[Gusto]

We think KIRO should repeat Seahawks games overnight.

[jeeramya]

How about a show co-hosted by Dick from Lake City, and Darryl from Lynnwood. Neither would have the experience to fly solo, but together, the greatest combo since Kemp-Payton. Both are articulate, intelligent, and have impeccable credentials as Seattle progressives.

[sclub]

Bonneville isn't very good at lying but doesn't seem to realize that yet.

[saggy]

Goldy? can he talk about anything else besides Seattle politics? Can he resist telling the same jokes he tells Sunday after Sunday after Sunday.
How about Brian Styble? I know he's a ridiculed around here, but as Mike Webb always said, he's a fine broadcaster and he has his fans.

[sparky]

when did Mike Webb say The Sty was a good broadcaster???????

[jamesb]

Why not just go all Dori all the time. Rerun his show four times a day with reruns of Seahawks pre and post game shows inbetween. All the commercials are Dori now anyway.

[saggy]

Mike said it several times on his webcast. It might have been because Mike Hood was criticizing Sytble. You know, "the enemy of my friend."

How about a Dori Channel? Just let him go all day all night. You know, I don't have to listen to his show, but there is no escaping Dori on kiro, his commercials are even on Dave's show.

[joanie]

Is there enough money to buy that much Dori?

Am listening to a podcast of the first hour of Dave's Friday show. He's talking about the recent experiment in which liberals and conservatives were asked to identify Ms and Ws on a computer program displaying four times as many Ms as Ws. Liberals were better at recognizing the change. Conservatives couldn't seem to adjust to the change . . . pretty interesting.

Dave is trying to be pc toward the conservatives. But the results are damning - well, on the face of it. :)

[joanie]

If you want to hear a true conservative self-define, listen to Dave's first hour. Black and white and proud of it.

[seattlejew]

I am not sure this is relevant but I just finished a post on SeattleJew
about the influence of modern behavioral psych on programming at Fox News. I will leave trhe details there but would like to ask folks here whether they think it os possible that Fox's agenda is tightly enough controlled to be intentionally, systematically attempting to modify how its viewers think?

Seattle Jew: Faux news and BF Skinner

[joanie]

Jew, you are not shy about correlating American media with fascist propaganda machines. I appreciate that. I haven't read it, but I heard Naomi Wolf discussing her new book, THE END OF AMERICA, and she also unapologeticaqlly correlates what's happening in America with Nazi Germany.

In all the western world, that America should be ripe for a corporatist takeover and fascism to rear its ugly head is shocking. I wish Reagan had lived long enough to see what he seeded. I think even he would be shocked.

[seattlejew]

Joanie...

This is not fascism, Skinner was anything but a fascist. He was something worse ...a very powerful scientist. Yet when I asked him about fascist use of his methods this great man seemed to me to have blind faith that would never happen.

His methods work, the blessed thing has been that the powers that be have never embraced this work ..my guess there is the usual problem with not wanting to accept science.

The marketing methods used by sophisticated large companies approach skinnerian but this mornings bath was sort of reverse Eureka. It was frightening.

[joanie]

So you are saying you see no signs of fascism in America currently?

Agree that Skinner was not a fascist. But your analysis of Fox News led me to believe you see correlations. No? Do you think it is impossible that such motives are at work in media?

[seattlejew]

Fascism was (and is in China) a system where the corporations and the government became one.

What is happening at Faux is horrible because it undermines democracy but that can be done from the right left or up the middle. I would not feel any better if this were being done by the government.

This is also different from the issue forseen by Lenin. This is not just the problem of corporate consensus (which we also have) on mass media content, this is a tool that is dangerous in any one's hands.

If my hypothesis is correct, Faux is also using some kind of fine metric to measure the effect of conditioning on its audience. The result could be cadre of committee and controlled people that would be very dangerous.

[joanie]

Well, I read you analyzing what is but refusing to portend its destination.

Tommy, I'm listening now to Steves on Ross Thursday. He should be required listening for all conservatives and liberals alike. He's nailing it.

[seattlejew]

Joanie

Can not follow your grammar.

The important point is that, if I am right, they are using a very dangerous method .. actually a lot more dangerous than subliminal advertising.

I know this sounds extreme, but the methods Skinner developed as a scientist replicated a lot the stuff some religions have "evolved." In contrast, the brain washing we all read so much about 20 years ago did not use Skinnerian methods and, based on his work, would not be likely to be effective ..at least based on what we heard about it.

It could be that this AM was an accident or, if I am correct, we are all in deep trouble. Watch for more of the same.

[joanie]

That's okay, Jew. I think you're right. You have a lot of experience and are well informed. Much more so than me.