THE VIRGINIAN-PILOT
Copyright (c) 1996, Landmark Communications, Inc.
DATE: Thursday, May 30, 1996 TAG: 9605300358
SECTION: LOCAL PAGE: B3 EDITION: FINAL
SOURCE: BY CRAIG SHAPIRO, STAFF WRITER
LENGTH: 29 lines
WKOC-FM unveiled a new format Wednesday that just might leave listeners with a feeling of deja vu.
Rechristened K-94 by new owner Sinclair Communications, it will feature a mix of classic and new rock - Pink Floyd and Pearl Jam - during the day, with a full slate of heavy metal at night.
It's part of a strategy pitting K-94 against longtime rock leader WNOR-FM. Sinclair, which operates modern-rocker WROX-FM and news-talk WNIS-AM, bought WKOC and WTAR-AM last week for $8.1 million.
Program director Perry Stone then went on the air with an ultimatum: If WNOR forked over $1 million by noon Wednesday, WKOC would switch to a country-music format; if not, the stations would go head-to-head.
With no ransom forthcoming, ``the new K-94'' kicked off with AC/DC's ``For Those About to Rock, We Salute You,'' followed by Smashing Pumpkins' ``1979.''
In the late '70s, K-94, operating on the old WMYK frequency, and FM99 jostled for the ratings crown. The station later switched to an urban format; in 1991 it was bought by Paul Lucci, adopted the WKOC call letters and nicknamed The Coast. It was one of the first in the country to pioneer the adult album alternative format.
Howard Stern's morning show will anchor the revamped K-94. Les Wooten, who was fired by The Coast last year, has been rehired to anchor afternoon drive. The station is in the process of hiring other deejays. by CNB