Large Market CCM Station airing mainstream music

CMDish.com Exclusive Report

The comings and goings of Christian radio isn’t something that we typically report on, as there are already a number of blogs and websites out there dedicated to that sector of the Christian music industry. However, CMDish.com thought this piece of news was too important to pass up.

To the dismay of some listeners, The River 102.3 (KPEZ-FM), an Austin TX based Christian AC radio station, which is owned by media conglomerate Clear Channel Communications, recently introduced mainstream titles into their lineup.

Yes.com, which tracks radio station airplay in many markets across the country, revealed that one particular hour of programming on The River was only about 40% Christian:

Jeff Johnson – Ruin Me
3 Doors Down – Here Without You
Third Day – Born Again
Gwen Stefani – The Sweet Escape (w/ Akon)
Rush Of Fools – Can’t Get Away
Miley Cyrus – The Climb
Five For Fighting – Superman
Satellites & Sirens – Take Me Back
Kelly Clarkson – Breakaway
Rascal Flatts – Life Is A Highway
Third Day – Revelation
Taylor Swift – You Belong With Me
(Source: Yes.com, 10/28/09 — 5am-6a)

In an interview with CMDish.com, The River Program Director, Gary Walsh said that the decision to add mainstream music to the station’s playlist was a mutual and local decision and that Clear Channel didn’t shove the idea down their throat.

“I have worked for a good number of radio companies over my years in this business and none have been more supportive than Clear Channel. The decision to move into a more mainstream approach was not ordered by, hinted at or even talked about by Clear Channel. This company has done nothing but support us and try to help in any way possible,” said Walsh.

So where did this very unconventional idea come from and why?

Over the years, Christian radio stations have picked up borderline crossover mainstream acts like The Fray, Carrie Underwood, and Lifehouse — but to actually play blantantly mainstream acts like Kelly Clarkson and Gwen Stefani is very rare with large market Christian stations.

Naturally, when we first heard of what was happening at The River, we figured that ratings were down and Clear Channel wanted to make a quick buck without changing formats.

However, according to Walsh, The River has amazingly already captured nearly 80% of the Christian audience in the Austin market. However, their mission is to reach all families in Austin, not just those who consider themselves to be Christians.

Method to reach Unbelievers? Spin Mainstream Music

The River performed an ‘unofficial’ research project with their audience and found out that there was “three times as much interest and passion for artists like Colbie Caillat and Taylor Swift than Third Day and Casting Crowns,” said Walsh. Walsh continued, “If the general market and even our Christian listening audience are more passionate about mainstream music than what we are playing, it only makes sense to give them what they are passionate about. We can expect these people to come to us, or we can pack up our Christian world view and traditional family values and go to them.”

Local reaction? Walsh has fielded about 35-40 phone calls and emails and when explained, “at least 95% respond with ‘Oh, okay. Makes sense.’ Only a few are upset, explained Walsh.”

Arbitron, the company that ranks ratings in the Austin market, reveals that the The River ranked Top 15 with 12 years of age and older last spring. We’ll just have to wait and see if this number continue to grow.

What do you think?

Should a Christian radio station play mainstream music? Post a comment and let us know!