The countdown for the new format at 92.3 FM in New York City started this morning after Opie & Anthony finished off their morning show. At 5pm today, the return of the WXRK call letters and 92.3 K-Rock will replace the failed experiment known as Free-FM. Fittingly, the station kicked-off with Nirvana's "All Apologies."
Anchored by O&A in the mornings (from 6-9am), K-Rock will feature music from the '90s and today, with a core of U2, Nirvana, Pearl Jam, Metallica, Smashing Pumpkins, Linkin Park, Red Hot Chili Peppers, Soundgarden, Stone Temple Pilots, Papa Roach, Green Day, and Foo Fighters, according to a pitch sent by CBS sales which also touts "K-Rock has a history of dominance in reaching young men" and "delivers a young, active consumer - that will drive advertiser results." It also promises to super serve 25 to 34 year olds.
Kevin Weatherly, Senior Vice President of Programming, CBS Radio and Program Director of Los Angeles’s KROQ is overseeing the launch of the station. K-Rock's initial launch over the Memorial Day weekend will be jock-free, however, in addition to O&A, the station's remaining on-air staff will be assembled in the coming weeks ahead. A new program director will also be identified through a nationwide search.
The sales pitch also states, "K-Rock was a 20 year old rock brand... known for ratings success, great events, and strong advertising partnerships. After almost 2 years without a true Rock station in New York --- we believe the prospects for success are now greater with K-Rock. The good news is that none of our competitors filled the void we left in 2005... and now we have a second chance to bring K-Rock back to New York."
"Bringing K-Rock back to New York is the right move for the millions of fans who embrace this type of music and lifestyle, as well as from a competitive standpoint specifically in the New York radio marketplace," said Tom Chiusano, Vice President and General Manager of the newly-reformatted station. "There is an unsatisfied appetite for rock music which can't be ignored, and we excitedly welcome the opportunity to create a destination radio station which we know will build an immediate loyal following."
Added Chiusano, "Moving forward, you can expect the station to cater to its diverse audience through the use of interactive digital applications, local and national events and collaborations with some of the top names in the music industry. This is a station that made history in the past, and will write it once again."
Now that summer is approaching, CBS promises that, "K-Rock will be everywhere our listeners are starting today. From the coolest concerts in the tri-state area, to the beaches of New Jersey and Long Island, to the best night spots, to malls, parks, rest stops, sporting events, and much much more. K-Rock will be EVERYWHERE!"
The bottom line from CBS sales pitch promises, "We will guarantee that K-Rock is a great rock station --- filling a void in New York radio--- and delivering results for our clients!!!"
The WXRK call letters were parked in Cleveland, and it is not known what the new call letters for the Dom Nardella-led station in Cleveland will be.