Movin' (brand)

The green circle MOViN' Logo used on most "MOViN" branded stations.

"Movin'" (capitalized as "MOViN'") is a brand name used for a variety of rhythmic AC and top 40 radio stations in numerous broadcast markets in the United States. The name is a registered trademark of Alan Burns & Associates, a radio consultancy firm based in Perdido Key, Florida.

Format background

This format started in the city of Seattle when Hot AC outlet KLSY (Mix 92.5) became KQMV MOViN 92.5 on May 1, 2006 as it was the first station of its kind.

"MOViN" stations mainly play an upbeat and mostly Dance-leaning Rhythmic Adult Contemporary format and uses the same logo, which features a colorful hue of green circles (except for Norfolk, whose hues are brown and dark orange). Although the stations are consulted by Burns, some have carved their own niche and identity. Almost all the stations use the same voiceover announcers, known on-air as "Brad" and "Tasia," Some stations discontinued using them.

In most of the markets where the "MOViN'" stations are located, a series of television commercials will feature women (and a couple of guys) shaking their behinds to a montage of Rhythmic hits, and in the case of KMVN/Los Angeles, a customized version has morning host Rick Dees dancing.

Of the thirteen stations that have adopted the "MOViN'" brand, one shifted directions but kept the name and jingle packages intact, with aforementioned KMVN shifting to Rhythmic oldies with emphasis on '70s and '80s product. KMVN would later be joined by another recent convert, WYEZ/Myrtle Beach, South Carolina, who also adopted the same Rhythmic Oldies approach as KMVN, but with an extended library that includes '60s product.

Meanwhile, others have started going for a more current based model, as KMVQ/San Francisco, California and KYMV/Salt Lake City, Utah took their direction even further, both evolving to Top 40 Mainstream in 2009. But after a year as a Top 40, KYMV returned to Rhythmic AC on June 11, 2010.^[1] Even the original "MOViN'", KQMV, has shifted to Rhythmic Top 40 as it has refocused its direction on more current Rhythmic hits and less Old School, likewise with KYMV.

Until late 2008, only a single "MOViN'" outlet had outright flipped formats, but since then, four more stations have dropped the brand. The first, KVMX/Portland, Oregon evolved to Rhythmic contemporary in May 2008 as Jammin 107.5. Its former sister station, KMVK/Dallas, Texas, evolved to Spanish Hot Adult Contemporary in February 2009, followed by WMUV/Jacksonville, Florida's flip to Classic country that same month. The other, WMVN/St. Louis, began shifting towards an Adult Hot Hits/CHR Top 40 direction in 2007, only to drop the format in October 2008 for Christmas music until January 2009, when they flipped to sports. KMVN in Los Angeles dropped MOViN on April 15, 2009 and outsourced the station's operations to a Mexican radio network, Grupo Radio Centro, based in Mexico City.^[2] However, in April 2011 one station in Norfolk, WKUS, picked up the branding for their flip from Urban AC, while the following September it saw KYMV dropping the brand for '80s-based Variety Hits. The brand is now down to five affiliates.

See also

• KISS-FM, is also a brand of CHR/Pop (Top 40) radio stations, where unless they were under Clear Channel Communications, each individual station is independently operated. They are owned by Clear Channel by a market by market basis. There are exceptions to this. For example, St. Cloud, MN has a KISS station owned and operated by Regent, Milwaukee, WI has a KISS owned and operated by Entercom, and Charlotte, NC has a KISS that until recently was owned and operated by CBS Radio. The KISS brand (WSKS/WSKU)is also being used by Roser Communications in the Utica/Rome, NY market.
• Froggy, is also a brand of country music radio stations, which are also independently owned and operated, and generally are unrelated with each other, but use the same or similar logo.
• Jack FM and Bob FM, are both a brand of radio stations that play a large variety of music from the '70s, '80s, and '90s.
• ESPN Radio, is also a brand of radio stations, where they are generally tied to the same set of broadcast programs, but are not all necessarily owned by the same operator. Most local broadcasts of these stations have nothing to do with the national network.

Stations

Note: these stations are in order by market size.

Station	Frequency	Region	Website	Debut	Format
KQMV	92.5	Seattle, Washington	http://www.movin925.com/	May 1, 2006	Top 40
WMVU/WMVN	100.3 & 96.5	Syracuse, New York	http://www.movin100.com	December 6, 2006	Rhythmic AC
KMVV	104.9	Anchorage, Alaska	http://www.movin1049.com/	March 14, 2008	Rhythmic AC
WYEZ	94.5	Myrtle Beach, South Carolina	http://www.movin945.net/	September 2, 2008	Rhythmic Oldies
WMOV-FM	107.7	Windsor, Virginia	http://www.movin1077fm.com	March 31, 2011	Rhythmic AC

WMVU, WMVN, WYEZ, and WMOV-FM are the only Movin' stations east of the Mississippi River. WMVN in St. Louis, Missouri was a rhythmic AC station originally until becoming later a hot adult contemporary radio station prior to a format flip to sports.

Many of the original Movin stations have dropped the rhythmic AC format for Top 40. Slogans for Movin rhythmic AC stations were/are "Makes You Feel Good", "Move To It" and/or "Picks You Up". The Top 40 Movin format stations moniker tends to be "All the Hits".

Former stations

• KMVN (now KXOS)/Los Angeles, California
• KMVK/Dallas, Texas
• KVMX (now KXJM)/Portland, Oregon
• WMVN (now WXOS)/St. Louis, Missouri
• WMUV/Jacksonville, Florida
• KMVA/Phoenix, Arizona
• KMVQ/San Francisco, California
• KYMV/Salt Lake City, Utah

References

1. ^ "KYMV Moves To Rhythmic AC In Salt Lake City". All Access. June 11, 2010. http://www.allaccess.com/net-news/archive/story/76603/kymv-moves-to-rhythmic-ac-in-salt-lake-city. 
2. ^ "Mexico's Grupo Radio Centro will lease L.A.'s KMVN (93.9) for $7 million a year". Radio-Info.com. April 3, 2009. http://www.radio-info.com/news/mexicos-grupo-radio-centro-will-lease-las-kmvn-939-for-7-million-a-year. 

External links

• MOViN' demo website
• Newsletter about MOViN' format (February 28, 2008)
• MOViN pdf from Wiatt Radio Network