New KPCC Lineup Steps Up Public Radio Competition
Public radio station KPCC-FM (89.3) unveiled an aggressive programming strategy on Thursday, with a revamped lineup and shows slotted in a way that will put it in more direct competition with the market’s other public stations, KCRW-FM (89.9) and KUSC-FM (91.5).
The station’s highest-profile original show, “Larry Mantle’s AirTalk,” is shifting from its longtime home in afternoon drive into the 9-11 a.m. slot. Instead of the live three hours Monday-Thursday and a best-of show on Fridays, he will be live five days a week.
“We wanted news in drive time, talk at work,” said Craig Curtis, Minnesota Public Radio’s vice president for programming, whose organization took over operation of the station in January. “We took Larry, our best talk host, and put him in the prime talk slot, coming right out of ‘Morning Edition.’ ”
Mantle, who is also KPCC’s program director, said Thursday that he had “mixed feelings, being on the air for 15 years in afternoon drive. I have enjoyed a very loyal and impressive base of listeners. However, I am excited about the overall changes that KPCC is making and welcome the challenge of serving our listeners in the morning time slot.”
The changeover, which begins Saturday, includes moving National Public Radio’s acclaimed “All Things Considered” into afternoon drive, when it will air from 3-6:30 p.m., going up against KCRW, which airs the program from 4-7 p.m. In the most recent Arbitron rankings covering fall ‘99, KCRW was the top-ranked public station at No. 29; KUSC followed in 30th, while KPCC came in 43rd in overall listernship.
“It’s a waste of public radio resources to air the same program at the same time,” said KCRW General Manager Ruth Seymour of KPCC’s scheduling shift.
Curtis said: “I sweated this pretty carefully.”
Another scheduling change that could have a competitive ripple effect: “Marketplace,” the half-hour business news show with David Brancaccio, produced by KUSC and broadcast at 7 p.m by the station, will now arrive first each day at KPCC, airing at 2:30 p.m. and repeating at 6:30 p.m. KUSC officials could not immediately be reached for comment. But Curtis said: “I don’t think anyone is surprised” by KPCC’s move.
As to the shift of Mantle’s “AirTalk” out of the prime afternoon-drive slot, Curtis noted, “Clearly as an air talent, [Mantle] wanted to be where the most people are, but as program director he understood the idea of newsmagazines needing to be where they are.”
On weekends, there are seven new programs on the roster, which still includes “Car Talk,” “The Savvy Traveler” and “A Prairie Home Companion.”
The new shows are:
“Sound Money,” Saturday at 9 a.m., repeated Sunday at 7 p.m., a personal finance, investment advice show from Minnesota Public Radio.
“The Splendid Table,” a food and food-trend show, at noon Saturday, repeated Sunday at 9 a.m., also from MPR.
“This American Life,” Saturday at 3 p.m., repeated Sunday at 3 p.m., produced by Ira Glass and WBEZ in Chicago, dealing with personalized documentary storytelling.
“Only a Game,” Saturday at 10 p.m., from public radio WBUR Boston, a sports show dealing more with personalities than scores.
“Wait, Wait . . . Don’t Tell Me!,” Sunday at 11 a.m. and repeated Sunday at 9 p.m., a quiz show about the news, produced by Doug Berman of “Car Talk.”
“Rewind,” Sunday at 1 p.m., a satirical look at the news, from NPR and KUOW in Seattle.
“Says You!” Sunday at 2:30 p.m., a quiz show from WGBH in Boston.
Meanwhile weeknights at 10 p.m. brings “As It Happens,” a news program from the Canadian Broadcasting Corp.
