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Format change angers 'MJ Morning Show' fans; Bubba dropped in Jacksonville, Orlando

No one at Clear Channel Radio will talk much about the changes. But the Facebook page for WFLZ-FM's MJ Morning Show filled up with tough comments from fans Tuesday after the program revealed changes that included playing more music, shortening talk segments and ending the show an hour earlier, at 9 a.m.

The station's website touts the new format as "MJ + music in the morning."

Across the dial on WHPT-FM (102.5 the Bone), rival personality Bubba the Love Sponge Clem spent time Wednesday morning railing against employer Cox Radio for removing his show from stations in Jacksonville and Orlando. The move in Jacksonville drew most of Clem's focus — the Orlando affiliate, WHTQ-FM (96.5), will simulcast a talk radio station from the AM dial — as WFYV-FM (104.5) promoted "music in the morning," telling listeners "you wanted it. You got it."

Both changes seem to reflect the radio industry's move toward emphasizing music, as a ratings indicate listeners may want to hear more tunes and less talking.

On WFLZ, star Todd "MJ" Schnitt had been on vacation for two weeks before the changes were implemented, angering fans more. "Well there goes my mornings; no more MJ and crew," wrote one fan on the show's Facebook page. "Playing the same 5 songs is like having pins being stuck under my nails."

The changes rolled out as the station hyped a new promotion: two hours of music aired commercial free at 11:30 a.m., 4:30 p.m. and 8:30 p.m., offering $10,000 to the first listener who catches it missing that mark.

WFLZ's adjustments come about six weeks after rival Cox Radio flipped the format of its '80s radio station WPOI-FM (101.5) to a contemporary hits format, directly challenging WFLZ with pointed promotional ads taking shots at Schnitt's age and lack of music.

Adopting an old-school radio strategy, WPOI played its format without any talk or commercials through July, emphasizing a nonstop rotation of current hits.

Sam Nein, market president for Clear Channel Radio in Tampa, downplayed the changes at WFLZ, saying they were inspired by audience research.

"(We're) not shaking up the format, just making intelligent adjustments backed by data as we do on all of our stations on an on-going basis," he wrote in an e-mail to the St. Petersburg Times. "Because of MJ's stature in this market, adjustments that we make on his show tend to garner more attention, as they should."

Nein declined to speak on the telephone about the changes, sending a link to a page on WFLZ's website about the $10,000 promotion. Calls to Schnitt and WFLZ program director Tommy Chuck were not returned.

On WHPT, Clem spent parts of his Wednesday show urging fans in Orlando and Jacksonville to access his show online via RadioIO.com; presenting the paradox of a show on a Cox Radio station urging listeners to turn toward an Internet service.

Clem also apologized on air for berating an employee in Jacksonville who edited parts of his show months earlier, offering his show to WFYV at a 50 or 60 percent discount. His show still airs in Fort Myers and Charleston, S.C.

Format change angers 'MJ Morning Show' fans; Bubba dropped in Jacksonville, Orlando 08/17/11 [Last modified: Wednesday, August 17, 2011 9:57pm]

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