KPWR

KPWR

Broadcast area	Los Angeles
Frequency	105.9 (MHz)
Branding	"Power 106"
Programming
Format	Rhythmic Contemporary Hit Radio
Ownership
Owner	Emmis Communications
History
First air date	January 11, 1986
Call sign meaning	K PoWeR
Technical information
Class	B
ERP	25,000 watts
Links
Website	http://www.power106.fm/

KPWR is a radio station licensed to Los Angeles, California that currently programs a rhythmic contemporary hit radio musical format. According to Billboard Radio Monitor, they are the top-ranked rhythmic Top 40 outlet in the United States based on audience cumes. It is owned by Emmis Communications. The station broadcasts in IBOC digital radio, using the HD Radio system from iBiquity.

History

KPWR changed formats, from an adult contemporary format (as KMGG, "Magic 106") to a dance music/Top 40 direction in January 1986. In its first seven years, the playlist concentrated mostly on an upbeat, party-style mix of dance, house, and urban pop while avoiding hard rock. This mix of music became known as crossover, due to the way in which dance and urban music were presented to an audience that liked pop, and vice versa. Around 1993, KPWR began to focus on urban music with hip-hop as the musical base.

By January 2005, the station had woven in non-R&B/hip hop artists such as Natalie, Baby Bash, NB Ridaz and Gwen Stefani to the mix, resulting in a return to rhythmic contemporary hit radio. The move may have a response to a change in format at rival station KIIS, which was programming Top 40 hits.

KPWR picked up additional competition in May 2005 when KXOL dropped their Spanish adult contemporary format for a Hispanic-rhythmic, or hurban, format known as "Latino 96.3". The format is a crossover mix of Hispanic hip hop, reggaeton, dancehall, and R & B/hip hop targeting a bilingual audience. However, the abrupt switch violated an transmitter lease agreement that KXOL's parent company, Spanish Broadcasting System (SBS), had with Emmis; the agreement required formal notification to Emmis of any change in format and expressly prohibited KXOL from programming to directly compete with KPWR. SBS switched formats anyway, and Emmis filed a lawsuit to force SBS to either drop the format switch or find a new transmitter. SBS announced that KXOL would move to another transmitter site a month later, and both parties settled the dispute sometime after.

Programming

Despite being known informally as a "hip hop" station, KPWR continues to claim that its true format is rhythmic crossover. Station management resists the label in part because of its Hispanic audience – and because Top 40 stations attract more advertising than stations on the R&B panels.

Leaning heavily on hip hop and broadening their music mix to challenge competitors, KPWR's core listening audience is geared toward youth and young adults ages 12 to 24, including a large bilingual Hispanic group of listeners. KPWR is the only full market hip hop station, after rival KKBT switched from mainstream urban to urban adult-contemporary. Other stations in the market have other primary interests; KIIS plays Top 40 music, KXOL has their hurban format, and KDAY covers the market in full.

KPWR receives criticism for small playlists and repetitions of the same songs hour after hour, as do other radio stations. Their program includes regular shows such as the Pocos Pero Locos radio show, which showcases "cholo" hip hop. The show says it prides itself on showcasing local groups, but critics feel that talented local lyricists are passed over in favor of "Latin gangster" acts and artists with a small target audience.

KPWR will launch a Spanish-language HD2 subcarrier channel called Power Dos in August 2006. A press release from Emmis describes the new channel as a “bilingual and musically extended version” of KPWR. [1]

Big Boy's Neighborhood

"Big Boy's Neighborhood" is the nationally-syndicated morning show for KPWR, airing Monday through Friday from 5:00 AM to 10:00 AM PST.

Big Boy is best known in the local area for his billboards. In 2003, Big Boy was morbidly obese; [Will Smith]] agreed to donate a large sum to charity if Big Boy would have bariatric surgery to lose a large amount of weight. Big Boy underwent duodenal switch surgery that fall and has since lost more than 250 pounds (114 kg). KPWR billboards showed off his new look after his surgery. Big Boy's morning show became nationally syndicated in May 2006.

Logos

• 
  KPWR logo from 1986 to 1993 (1992-93 edition)
• 
  KPWR logo from 1993 to the present

KPWR program schedule

Weekdays

• Big Boy's Neighborhood with Fuzzy Fantabulous, Luscious Liz, Stacey Stace & Jeff Garcia - 5-10AM (DJ E-Man 6:30AM & 8:30AM)
• Yesi Ortiz - 10AM-3PM (Old Skool Show at Noon with Jeff Garcia 12-1PM)
• Tha Goodfellas with Romeo, Dejai, & Tito - 3-7PM (Mr. Choc - 5-7PM)
• Eric DLux and Big Syphe - 7-10PM
• Felli Fel (The Heavy Hitters) - 10PM-2AM
• The Mando Show - 2AM-5AM

Saturdays

• Saturday Night Street Party with Big Syphe & Eric DLux - 6PM-1AM
• The Mando Show - 12AM-2AM

Sundays

• Richard "Humpy" Vision - 2-4AM
• Knowledge is Power with Charisse Browner & Armand Acuna' - 7-8AM
• Pocos Pero Locos - 6-9PM
• The Wake Up Show - 10PM-Midnight

External links

• Power 106
• Big Boy's Neighborhood
• MySpace profile
• KPWR in the FCC FM station database