At this time marks a brand new starting for Audacy’s sports activities discuss model based mostly in Houston, Texas. For 32 years, SportsRadio 610 has been generally known as Houston’s sports activities discuss chief. However as we speak, the model and sign are eternally modified as Audacy formally launches 95.7 The Fan with the kickoff of the Houston Texans’ twenty fifth season set to start. A second that was within the works for years beneath the management of Model Supervisor Parker Hillis.
“The timing ended up being good due to our wonderful partnership with the Houston Texans,” stated Parker Hillis, model supervisor of 95.7 The Fan. “For us to begin our new period in the beginning of an unbelievable period for them, it is poetic for us. It made all of the sense on the earth to share in that second with them. It is soccer Christmas for us and the proper storm in placing this all collectively.”
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95.7 The Fan is the newest instance of Audacy guaranteeing the corporate’s high sports activities discuss retailers are being served to an FM viewers. The station serves as Audacy’s twenty third sports activities discuss model on the FM dial, with a number of becoming a member of the ranks starting this 12 months in Chicago, Buffalo and Los Angeles.
For Hillis, who’s been serving as model supervisor of 95.7 The Fan since Might 2022, the shift to FM has been a very long time within the making.
“It is finally been a very lengthy course of. I have been lobbying for the transfer since day one after I started,” stated Hillis. “We have been placing the items in place for eighteen months to 2 years. It was a sluggish course of as a result of it wasn’t a query if we had been prepared. It was a query of the place will we go concerning the model and sign.”
A Lengthy Highway To FM
Whereas discussions had taken place over a number of years, the shift to FM didn’t develop into a practical chance till not too long ago. Hillis stated current modifications in Audacy administration helped change that. The corporate’s elevated give attention to constructing sports activities discuss manufacturers on FM additionally performed a key position. These shifts moved the dialog from a chance to a possible actuality.
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Lastly, the second got here when approval was granted. For Hillis, it was a particular second to get throughout the end line.
“The toughest half for me was maintaining it quiet and beneath wraps for a handful of months,” famous Hillis. “I knew how thrilling it was going to be for my crew. Six months in the past, I observed the tides starting to show. To get the affirmation it was occurring about three months in the past was thrilling.”
The chance for a legacy model to shift to FM is exclusive. With that aim in thoughts following his arrival in Houston 4 years in the past, Hillis approached constructing the model in preparation for when the chance would arrive. Whereas the Houston market does have sports activities discuss on the FM dial, Hillis says the market desired extra.
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“For Houston, it is a gamechanger. I felt for a very long time this market has been desperately in want for a real full market FM sports activities model. Now we have such a rabid fanbase, that the market has been underserved,” stated Hillis. “We have been working as a station that was able to go on the FM dial. We had been simply ready for the chance by being FM prepared. Had there been one, we most likely would already be there.”
Whereas the branding is evolving across the new FM sign, the station will retain its legacy 610 AM place. That preserves greater than three many years of familiarity amongst Houston sports activities followers. Hillis and Audacy adopted an identical path by maintaining the AM sign alongside the shift to FM.
Hillis famous that over the previous a number of months, analysis with focus teams confirmed that whereas the shift to FM was desired, a bit of the viewers nonetheless most popular what they’ve all the time recognized.
“The AM represents a handful of issues with us. Initially, a degree of consistency. It did not make sense to eliminate a legacy model that is been round for 32 years,” stated Hillis. “We have obtained some suggestions the place possibly ten % nonetheless choose listening to their sports activities discuss on the AM dial. There’s one thing nostalgic about that, and that is actually cool.”
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A Contemporary Look
He additionally famous that having the model on each AM and FM creates alternatives to finally cut up the manufacturers. As well as, that strategy may present extra room for progress. Hillis stated there are at present no plans for an additional rights deal on both dial. Nevertheless, retaining the AM sign gives Audacy with extra choices.
In contrast to different Audacy sports activities discuss manufacturers shifting to FM, 95.7 The Fan isn’t just shifting to the FM band but in addition rebranding as The Fan. Furthermore, the model is synonymous with Audacy, stemming from WFAN in New York Metropolis. So far, 95.7 The Fan would be the thirteenth Audacy sports activities discuss model utilizing The Fan branding.
“Over time we simply acquired generically lumped in with the informal listener as ‘Sports activities 610.’ There hasn’t been a ton of separation. To us, there is a energy to having a novel and robust model identify like ‘The Fan’ or ‘The Ticket’ or ‘The Sport.’ We needed to decide what is the worth of SportsRadio 610 versus the worth of a robust, well-regarded, extra widespread sports activities model identify like ‘The Fan,'” defined Hillis.
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Of something concerning the shift to FM, Hillis famous that within the last levels of planning, the dialog about shifting to ‘The Fan’ was the merchandise that took probably the most effort and time.
“The Fan speaks to the inspiration and philosophies of what our radio model is. We’re a voice for followers and a spot they will come to attach. This station is a group of Houston sports activities followers strolling these halls,” stated Hillis. “I am positive there shall be questions concerning why go together with a model identify that exists across the nation. For me, that model speaks to who we’re and it is a bonus that we get to share that moniker with so many sturdy stations across the nation.”
With the rebrand comes a brand new look and a brand new emblem as properly. Hillis admits he isn’t probably the most savvy graphic artist and admitted to utilizing AI for early mockups of what he envisioned. Ultimately, Hillis stated the brand was the factor of this course of he was most happy with. He famous each factor of the brand has some tie to the Houston space, constructing on the connection the station has with the sports activities followers that embody it.
“The sunshine blue represents town of Houston. The tile sample can also be an homage to town as properly,” stated Hillis. “For a Houstonian that sees our emblem, our hope and expectation is that they see that mild blue and tiles and know immediately that is Houston’s sports activities station. It is a tip of the cap to town.”
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Serving House Metropolis
Hillis says he does not really feel any added strain with the change to FM however as a substitute approaches it as a novel alternative. 95.7 The Fan is taking on an FM sign that was the cluster’s best-performing FM music model in 95.7 The Spot.
Sometimes, when a sports activities discuss station shifts to an FM sign, it replaces an underperforming music model. Hillis credited The Spot’s profitable run in attracting audiences and hopes to proceed constructing upon that basis.
“The Spot has been unbelievable. It has been a powerhouse. Sure, it is actually a threat, however a threat that finally company and the constructing felt was taking for us. We imagine within the energy of the Houston sports activities viewers,” stated Hillis. “It is a assertion that I imagine that there’s energy within the sports activities discuss model not like another time previously. That is the chance in entrance of us… We’re entering into huge footwear, however it’s not strain.”
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For Hillis, the launch of 95.7 The Fan represents greater than a frequency change or a brand new emblem. It’s the end result of a imaginative and prescient that started when he arrived in Houston and a possibility to take a model with greater than three many years of historical past into its subsequent chapter.
SportsRadio 610 will proceed to reside on the AM dial, preserving the id and connection that generations of Houston sports activities followers have come to know. However on FM, 95.7 The Fan has the prospect to introduce that connection to an excellent bigger viewers.
“I am probably the most aggressive and optimistic individual you will discover about our product and our crew. I totally count on us to win and be not simply competing towards the opposite sports activities stations in market, however the high stations throughout the demographic,” stated Hillis. “I really imagine now we have what it takes to be a primary station in males and adults… There’s lots of buzz and we could not be doing this at a greater time.”
The timing solely provides to the importance. Because the Houston Texans start their twenty fifth season, 95.7 The Fan is starting its first. For Hillis, that makes the launch really feel much less like an ending and extra like the beginning of one thing a lot larger.
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After 32 years as SportsRadio 610, Houston’s sports activities station now has a brand new frequency, a brand new id and a brand new alternative. The sign has modified. The mission hasn’t. The following period of Houston sports activities discuss begins as we speak.
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John Mamola
John Mamola
John Mamola is Barrett Media’s sports activities editor and every day sports activities columnist. He brings over twenty years of expertise (Chicago, Tampa/St Petersburg) within the broadcast business with experience in model administration, gross sales, promotions, producing, imaging, internet hosting, expertise teaching, expertise improvement, net improvement, social media technique and design, video manufacturing, inventive writing, partnership constructing, communication/networking with an extended observe file of progress and success. He’s a five-time acknowledged high 20 program director in a serious market through Barrett Medi’s Prime 20 sequence and has been honored internally a number of instances as station/model of the 12 months (Tampa, FL) and worker of the month (Tampa, FL) by iHeartMedia. Join with John by electronic mail at John@BarrettMedia.com.
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