EMMIS LAUNCHES NEW YORK ROCK EXPERIENCE

Emmis Communications has launched 101.9 WRXP, what they are calling a new “Adult Rock station” which merges “New Music, Classic Rock, Alternative and Local Rock” into “The New York Rock Experience.”

The playlist includes artists like Franz Ferdinand, Bruce Springsteen, Nirvana, Coldplay, U2, Pearl Jam, Dave Matthews, The Police, Beck, Radiohead, The Who, Oasis, Arcade Fire, Social Distortion and R.E.M. According to the release, the playlist is not determined by era, but rather by the acoustic quality of each song, as determined directly by on-air personalities and staff.

Said station PD Blake Lawrence: "On-air personalities will play a direct part in choosing the music. It's unheard of in radio these days, but 101.9 RXP is about the music and not so much the music business—we're merging rock styles and generations into a singular community."

Added Emmis VP Programming Jimmy Steal: "Having grown up on the great N.Y. rock radio of the past, I'm absolutely thrilled that Emmis has identified an underserved audience that now has a great new three-dimensional rock brand that builds, and expands upon, N.Y.'s great rock radio legacy… RXP is a rock station that truly represents a rock culture, for rock music lovers and is not just another rock format."

The first song to air on 101.9 RXP was "Rock and Roll" by the Velvet Underground, followed by the world premiere of R.E.M.'s "Supernatural Superserious."

Director of Marketing Brian D’Aurelio said: "We're the only station that truly embodies the New York spirit of the Lou Reed and the Velvet Underground classic 'Rock and Roll.'"

The station, which is located in the NYC's West Village, will include airplay for local rock artists like Hold Steady, White Rabbits, Santogold, The National and Nada Surf.

New on-air personality and MD Bryan Schock explained: "Some of the world's greatest rock artists got their start playing by the fountain in Washington Square Park just steps away from our studios, and it is the spirit with which 101.9 RXP will be playing and launching new local artists." Schock will be heard weekdays in the afternoon drive shift as the first on-air personality to emerge from the massive search for live and local on-air talent for the station.

Emmis N.Y. Market Manager Dan Halyburton commented: "This is a completely unique and custom radio station with absolutely nothing off the shelf. Our talented team has been working tirelessly to offer a new adult rock radio brand that is truly unique and deserving of being the caretaker of New York's rich rock heritage.”

The online network and information hub 101.9 RXP Rock Republic will be based at www.1019RXP.com.

Emmis Communications commissioned multiple research projects prior to the launch of WRXP. Programming consultants included Mike Henry of Paragon Media Strategies and John Bradley and Dave Rahn of SBR Creative Media.

101.9 RXP replaces Smooth Jazz CD101.9, which will continue to be available to fans via 101.9's Smooth Jazz HD2 channel on all HD capable radios within the listening area. Information regarding Smooth Jazz CD101.9 HD Channel is available at www.cd1019.com.