There Goes Mix 106.5
December 29, 2010 19 Comments
There had been some speculation that Clear Channel Cleveland hot AC mainstay WMVX/106.5 “Mix 106.5” would change formats after the “Mixmas” Christmas music ended.
When “Mixmas” yielded to “Mix” again on the day after Christmas, many of us were taking our money away from the Format Change Betting Window.
We should have kept it there.
Starting at 10 this morning, WMVX has blown up the long-standing hot AC format, and is stunting by playing, well, everything.
No, we don’t mean a “Jack FM” style variety hits format, which was all the rage a while back.
We mean EVERYTHING.
Consider some of the artists and songs played in just in the past 45 minutes:
“All That Jazz” (Broadway show tune)
“The Pennsylvania Polka”
We’ve heard classical and standards music. We’ve heard Chicago, Peter Gabriel and the Rolling Stones, along with Jimmy Dean. At this writing, the station is playing “America”…no, not the band, the patriotic song.
One of our readers points out that you can follow along with the WMVX music madness via the folks at Yes.com. (Polka music and patriotic songs are apparently not in the Yes.com database.)
In short, it may be easier to list what kind of music WMVX has NOT played yet, and OMW hears this trend will continue at least for the first part of this stunting period…if not all weekend.
On air liners proclaim “New year, new station…Cleveland radio changes for the better in…”, and provide a countdown to 7:30 AM Monday.
The station’s website has been wiped out, and replaced with a simple text message mirroring the on-air liners:
changes for the better on Monday at 7:30am.
…along with a link to the station’s streaming audio.
Oddly enough, the streaming audio player is still in full “Mix 106.5” mode, and even odder, it opens with a pre-roll video of Daune Robinson promoting the station’s “Daily Deal” promotion.
Odd, because OMW has confirmed that “Mix” staffers Robinson and Jay Hudson are no longer with the station. WMVX didn’t have an extensive air staff in recent years, and they are probably the only on-air staffers at Oak Tree directly attached to 106.5. As you’d expect, WMVX is also ending its carriage of “Valentine in the Morning”, the voicetracked/syndicated morning drive show provided by Los Angeles radio personality Sean Valentine.
As of yet, we have no indication what could be coming on the other side of this stunt.
We caution, however, that radio companies are very much onto the game of snooping into domain registrations.
Even if this domain is not destined for another Clear Channel outlet at 106.5 (Lance noted earlier this month that it could have been headed for Salt Lake City, and indeed, it redirects to Clear Channel’s AC “Today 106.5” in that market), it may mean nothing other than throwing online snoops off for the few bucks cost of a domain name registration.
We will try to update both our Twitter account and this blog as we find out more…