V-JAMS BY ANOTHER NAME READY FOR THE RATING GAME

                         Roanoke Times
                 Copyright (c) 1995, Landmark Communications, Inc.

DATE: SATURDAY, February 27, 1993                   TAG: 9302270087
SECTION: BUSINESS                    PAGE: A-10   EDITION: METRO 
SOURCE: CHUCK MILTEER STAFF WRITER
DATELINE:                                 LENGTH: Medium
V-JAMS BY ANOTHER NAME READY FOR THE RATING GAME
The Roanoke Valley's first FM urban contemporary station is trying to get over an identity crisis. So V-Jams is now calling itself V-103.
The twin stations - WVLR 102.7 FM in Lynchburg and WVRV 105.3 FM - had adopted the V-Jams label when they hit the airwaves in September.
The staffs made bold predictions of quick ratings success, but between last summer's Arbitron ratings survey (when only WVLR was on the air as V-103) and the fall survey (when the two stations called themselves V-Jams) the stations lost market share.
V-103 has yet to pull even in the ratings war with cross-town urban competitor WJJS (101.7 FM). WJJS is No. 8 overall; V-103 is No. 10.
V-103 Program Director Lad Goins attributes the ratings drop to confusion over V-Jams' identity. WVLR's frequency is similar to WJJS and the V-Jams handle is similar to that used by Greensboro station WJMH: 102 Jams. Because of confusion, he contended, some listeners were tuning in to V-Jams but writing down something else in their Arbitron diaries.
"When we were V-103, we went from a 0.8 to a 4.3 [market share]," Goins said. "As soon as we switched identities, we went down."
Besides the name change, Goins said, the station's music has been shifted from a top 40-urban mix to more traditional urban contemporary - less Snapp and Madonna and more Arrested Development and Mary J. Blige.
Goins said he hopes the changes will improve the stations' fortunes, especially since WROV's pending acquisition of WJJS likely will present V-103 with even more aggressive direct competition.
Goins said he was surprised to learn that WROV would retain WJJS' urban format, rather than simulcast WROV-FM programming.
"I was ready to celebrate, but . . .," he said.
But he said V-103 is ready for the fight: "Once we get this identity crisis out of the way, we'll be ready. All's fair in love and radio."

by Archana Subramaniam by CNB