LOS ANGELES — With Jeff Fife as its morning anchor and modern rock music across the rest of the daily schedule, a station once known as “Star 98.7” and for the presence of Ryan Seacrest as its afternoon co-host found new life as “ALT 98.7.”
Today, this incarnation of KYSR is Southern California’s leading Alternative station, winning a head-to-head battle with Audacy’s KROQ. Fife, known to listeners as “Woody,” is part of ALT’s winning recipe.
The executives at iHeartMedia are acknowledging this by keeping him under contract for six more years.
Fife and iHeart agreed to a long-term contract extension, one that keeps The Woody Show “solidly headquartered” at ALT 98.7 and in national syndication through iHeart-owned Premiere Networks until 2028.
As “Woody,” Fife and his wake-up troupe arrived at KYSR in April 2014.
Today, iHeart reports, it is ranked No. 1 among persons 18-49 and 25-54.
Before arriving in Los Angeles, The Woody Show could be heard at KPNT-FM in St. Louis, WKQX “Q101” in Chicago and KITS-FM “Live 105” in San Francisco. The program also has roots in Portland, Ore., where it today airs on an FM translator branded as “ALT 102.3.”
Even iHeartMedia Chairman/CEO acknowledges the strength that The Woody Show has brought to its Alternative station, and Premiere’s affiliates. “Woody is one-of-a-kind — and it shows in his ratings success, in L.A., across the country on the iHeartRadio digital service, locally in key markets and on our other iHeart platforms,” Pittman said. “His unique talent, combined with his unbelievable work ethic, are key to his success and we are delighted to continue this journey with him.”
Also commenting: former KROQ Music Director and current iHeartMedia VP of Rock and Alternative Lisa Worden, who serves as KYSR’s day-to-day Program Director.
“Woody is a true morning show savage,” Worden said. “There is no one better to anchor mornings on our flagship ALT 98.7, and his commitment to excellence is bar none.”
Fife said he’s thrilled “to stay ‘work married’ to iHeartMedia. This has been, and will continue to be, one of my longest and healthiest relationships. I wouldn’t be able to do what I’ve done to this point without the incredible support of people like Bob Pittman, Kevin LeGrett, Tom Poleman, Greg Ashlock and Lisa Worden. There isn’t another company better positioned, with a clearer vision for the future than iHeartMedia, and I’m beyond grateful to be a part of that.”
— RBR+TVBR West Coast Bureau. Editing by Adam Jacobson, in Boca Raton, Fla.