V-103 Atlanta Losing Ground in the Morning and Middays
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| V-103 take ratings dip since Frank and Wanda have gone. |
It was this time last year that V-103 made a major change in their schedule by moving Ryan Cameron from afternoons to the mornings and not renew the contract of their long time morning hosts Frank Ski and Wanda. Since the changes V-103, for the first time in many years has experience less than stellar ratings. V-103 had been solidly the number one rated radio station in Atlanta across all demos year after year after year. Steve Harvey now has become the morning show of choice in the ATL.
Also leaving V-103 is midday host Egypt Sherrod. She is leaving by her own choice however. The AJC newspaper reports that midday ratings were down at the station. Egypt has decided to concentrate on
her TV hosting duties on HGTV.
V-103 executives were quite comfortable in their programming and everything was going along well until... morning host Frank Ski asked for V-103 and CBS Radio to include during contract negotiations a year ago for a syndication deal for 2013 and beyond. CBS, Inc. doesn't do syndicated music radio anywhere in the country and rejected it. Frank Ski was let go after 14 years at the station. Meanwhile this past fall he landed in Washington, D.C. as afternoon host on 96.3 WHUR, in what will eventually evolved into a syndicated radio show that may soon becoming to another station in Atlanta. Perhaps Majic 107.5/97.5.
Frank travels to DC each week with former V-103 producer Nina Brown and mixer DJ Herb. He keeps his name in the forefront of the Atlanta entertainment and media scene. On the weekends Frank Ski is back in the Atlanta community doing work with his Youth Foundation and hosting events at his restaurant of the same name located in Buckhead. Frank Ski's restaurant also hosts live broadcasts on the weekends for radio stations Streetz 94.5 and Hot 107.9.
Perhaps V-103 may need to make a choice of the demo they are going to serve. They have been able to get large numbers in both the Urban/Hip Hop demo and the Urban AC demo over the years. Now may come the time for them to choose to serve 18-34 or 25-54 listeners (be they straight or gay) in Atlanta.
Some may say the station has not been the same since Frank Ski left (that may be true)...we say it ain't been the same since Miss Sophia left.
Comedian Joe Taylor returned to V-103 and appeared on the morning show last September. He/She was let go from the station in 2010.
V-103 doesn't need to choose because it is still doing well overall with 18-49 demographic. The station needs to figure out what it needs to do with mornings and things will iron out. If one remember V-103 slip back in the early 00s as well. There will be some retooling that need to be done.
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