1990

When KPLX morning man Terry Dorsey jumped ship to KSCS in 1988, most figured that the move would shake things up, but few could have imagined just how much of an impact Dorsey's arrival would have on KSCS.  In less than a year, KSCS had risen back above its primary competitor, and in 1990 KSCS began a run at the top spot of the ratings that remains unmatched to this day.  The presence of a high-profile morning show, coupled with a renaissance in country music's popularity, thanks to artists like Garth Brooks and Clint Black, led KSCS above all others in the Winter 1990 book.   The winter victory was only the first of an incredible fourteen consecutive ratings periods in the top spot (that's three and a half years!)

The remaining battles remained somewhat consistent - KEGL and KHYI were still locked in a heated top 40 battle, although it become evident by the end of 1990 that top 40 was about to hit a downspell.  The new KJMZ (Jamz) carried a lot of momentum into 1990, hitting the top 5 in the winter survey, but things cooled rapidly, not only was Jamz unable to touch KKDA-FM (K104) - the station fell all the way out of the top 10 by the end of the year.

After several incarnations in the market, a contemporary Christian formatted station cracked the top 10 for the very first time in the Fall book.  The format first appeared on the 94.9 frequency in 1985 as KLTY.  When that station became KHYI (Y95) in 1987, the music library was purchased and the format revived on the 94.1 frequency as KOJO.  Two years later, the familiar KLTY call letters were brought back and the station grew to become one of the most highly respected in the nation in the contemporary Christian format.

©2002 Arbitron Inc. 

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