Austin American-Statesman from Austin, Texas • 129

Sunday, December .1987 Austin American-Statesman' 18 QBQDDBQBIJ JIHPBBBDBH VALUABLE COUPON Radio Signaling change IP Market growth may transform Austin radio in new year HAPPY HOLIDAYS 2 FOR 1 DINNER SPECIAL Buy 1 entree and receive second one of equal or lesser value FREE. Bring this ad. Not valid December 31, 1987 Offer valid after 5 P.M. Mon. thru Sun.

for dinner only. Exp. 1388 i If "irn'r ji i i I John Herndon Though the Austin economy slowed in 1987, you sure couldn't tell it from the pace of change in radio. The changes were so hot and heavy that Billboard magazine focused a feature article on Austin radio. Competition increased dramatically, yet broadcasters were still eager to enter the Austin market.

And the age of deregulation meant more and more were free to come. Indeed, Austin gained six new stations in 1987. But more stations didn't turn out to mean more variety for listeners. The theme for the year has been adult contemporary. KBTS-FM (93.3) moved to Austin from Killeen at the end of 1986, and in '87 established itself as a market leader with a contemporary hits format.

KSSR-FM (107.1) became the first FM station in Bastrop in February; the station hasn't made much of a mark in the ratings with its pure-gold format, but it already has been sold to an out-of-state company which plans to increase power and bring a city-grade signal into Austin. KAPT-FM (94.7) came on in the spring; licensed to Luling but housed in Austin, it offered a country twist on the adult-contemporary format. Doctrine by the Federal Communications Commission, yet at least one had the temerity to point out that the nation's airwaves belong to the public, and so the public's access to the airwaves should be protected. The battle over the Fairness Doctrine continues in Washington D.C. FCC rulings on obscenity and indecency targeted on shock radio caused a lot of talk, but had little effect on Austin radio, where the programming tends to be as mild as the weather.

Public radio stations benefited from an FCC initiative taken by KLRU-TV, Austin's public television station. KLRU attorneys petitioned the FCC to allow public television and radio stations to raise funds jointly during simulcasts, greatly simplifying cooperation on fund drives. The winds of change will continue to blow in the new year. K-98 is responding to the challenge of B-93 by increasing its power from 1,300 watts to 100,000 watts, the maximum allowed for FM transmission. The upgrade should be completed in the spring.

KSSR's new owners are planning to increase power from 3,000 to 50,000 watts, and perhaps change formats. KLTD-FM (99.3) of Lampasas has likewise been bought by an out-of-state company, which plans to increase power from 3,000 to 100,000 watts and beam into Austin what format they will choose is anybody's guess. Student radio at the University of Texas will become a reality in 1988; KTSB is expected to begin cable-casting near the first of February. Austin listeners also can expect format changes in the super-saturated adult contemporary market. KEY-103, testing the waters with limited play of the New Age music format, may be positioning itself to become the first station to try a new market niche.

FM (103.5) also suffered a serious ratings setback in '87, as listeners lost enthusiasm for KEY's out-of-. the-ozone contests. Personality shake-ups also kept things jumping. K-98's popular morning deejay J.R. (John Edwards) left Austin for Denver.

KVET-AM (1300) and KASE-FM (100.7) general manager Ron Rogers continued raiding the stables of KLBJ-AM (590) and -KLBJ-FM (93.7), luring popular weatherman Bill Hecke away with an offer of more money and picking up reporter Steve Greenhow after he was fired from KLBJ. KLBJ made a virtue of necessity, however, by picking up the respected Accu Weather service and expanding weather coverage. Though growing pains were felt throughout the year, certain milestones were reached as well. KLBJ moved into plush, super-tech new studios, gaining elbow room and more flexibility in broadcasting. KLBJ-AM's afternoon talk show with Paul Pryor was named the best in the state by the Associated Press.

KMFA-FM (89.5), Austin's listener-supported classical music station, celebrated its 20th anniversary with continued gradual growth. KUT-FM (90.5) became the most-listened-to public radio station in the country if only for one ratings period. And KUT program host Larry Monroe reached a personal goal when he completed a 365-day pub crawl last April. National issues also affected the local scene. Some broadcasters welcomed the repeal of the Fairness Christian adult contemporary KNLE-FM (88.1) changed its call letters (from KHCS) and moved to JoinUs for New Year Austin from Round Rock.

KQFX-FM (96.5), created from Georgetown's KGTN-FM, moved to Austin and went on the air in August with a classic hits sound. Austin also got its first cable-only station about the same time; KQCF-FM (cable 102.7), available on Austin CableVision, is Austin's only urban contemporary (Black music) station as well. The new kids on the block succeeded in shaking up the status quo in Austin broadcasting. B-93 stole much of the contemporary hits audience from K-98 (KHFI-FM 98.3), knocking K-98 from front-runner to back in the pack. KEYI- Eve Brunch Don't miss a word.

CONGRESS AVENUE BOOKSELLERS Come celebrate early or late. Party among friends on New Year's Eve and start the year right with brunch on -Friday, Saturday or Sunday. Austin i AmcricanTStatesman has 101,100 daily readers earning over $25,000. CetATasteOflt." To reach them with your ad, CALL 445-3742. every book calendar in stock December 26-31 Not applicable to gift certificates or orders.

J18 Congress Ave. 478-1 157 Corner of Barton Springs Rd. and Riverside 472-7902 1-35 North and Hwy. 183 451-7953 'Source: 1987 Scartxxough Market Report cVjtrt itt ivct 1917 KArfeauvtMrf Ki I.