Looks like the re-branding of Clear Channel’s KYOT-FM back in December didn’t resonate with listeners as much as expected. As of 8/31, the station is now serving the multicultural Valley of The Sun listeners with Old School tunes—with a mix of Classic and Rhythmic Hot AC.
In December, KYOT has evolved from a predominantly instrumental presentation to a predominantly Smooth AC vocal music blend, featuring artists like Norah Jones, Beyonce, John Mayer and Alicia Keys. The station started out in 1994 with a New Age sound to it, incorporating southwest Indian influences and relaxing tunes from artists like Philip Glass. It eventually moved over to the Smooth Jazz genre.
At Eva 95.5, Chino, former afternoon host on 104.7 KISS-FM will handle mornings followed by Melissa Sharpe from 10am-3pm. Sana G. will host afternoons from 3pm-7pm, Sylvia Chacon will be heard evenings and Tony Evans will host overnights.
Smokey Rivers, Clear Channel/Phoenix Director of Programming & Operations, tells RBR-TVBR: “KYOT and The Coyote were widely known and appreciated as smooth jazz brands in this market. We came to the point in time when a brand change was needed to unleash the power of the rhythmic AC format. So we untethered it…with Eva. We searched for brand choices that created a powerful visual image in the mind’s eye. Eva popped off the list. The name conveys beauty, sophistication and a touch of whimsy.”
He added, “We targeted 8/31 for the identity shift. It gave our staff a target date to complete modifications, and a persona to focus the internal vision. How do we feel about it? Within the first 24 hours, we’re all talking about her like she’s in the office next door.”
Listen to the audio (above) montage they played at the moment of change which sums up the personification of the station.
Eva 95-5 can also be found at www.eva955.com, (facebook.com/eva955) and twitter (twitter.com/eva955fm).