If you turn on 96.7 FM right now, you'll discover that one of the worst-kept secrets in Dallas-Fort Worth radio has come to fruition and country station KTYS/96.7 FM "The Texas Twister" has become oldies station "Platinum 96.7." Within days, the KTYS will be gone as well, and the call letters will be KPMZ.
Perhaps I shouldn't say worst kept. It was pretty much out there that this would be an oldies station, that Larry Dixon and Gail Lightfoot would do the morning show, that the station would be called "Platinum" and that Ron Chapman would be involved as a consultant. But the rumored launch date kept changing, and the playlist was never completely clear. "Soft oldies" was thrown around. So was "a mix of soft oldies and soft adult contemporary."
“I was making up billboards that had slug lines at the bottom that said, ‘From Buddy Holly to Billy Joel,’” Chapman said. “‘From Neil Sedaka to Neil Diamond. From Ritchie Valens to Rod Stewart.’ That’s about the spread that we’re going to have.”
Chapman said the station will play more pre-1964 music than most modern-day oldies stations, then reeled off a bunch of artists the station will play from several eras: Bill Haley, Mark Lindsay, Glen Campbell, Bobby Darin, the Del-Vikings, John Denver, the Everly Brothers, Gary Lewis and the Playboys, Paul and Paula, Tom Jones, Barbra Streisand. But Elton John and the Doobie Brothers will find a home, too.
No matter what has been on 96.7, the station has struggled somewhat because its transmitter is northwest of Denton, and as this map indicates, the primary coverage area misses a good chunk of Dallas. Chapman acknowledges that the coverage is a concern. "I'm going to call it a 'very exclusive club,'" Chapman says. "If you're included, you have just gone Platinum. You're among the select few and we're going to treat it that way. Where we cover, we cover like a blowtorch, but where we don't, we don't. The target is probably going to be everything north of I-20 and from then it goes all the way up to Oklahoma."
I'm cautiously optimistic about this music, but just because I might like it doesn't mean it'll work. For one thing, the loss of the Twister is sure to tick off fans of that station, which has been at its best in recent months (fans of Texas music are pointed to Fort Worth's 95.9 The Ranch, which is also sounding good these days). For another, every station that takes a risk here takes a hit, and too many of them are too quick to tweak their formats after a couple of ratings dips. Time will tell. I'll be listening today to see what I think.
--Robert Philpot