Something has been missing from Charlottesville's airwaves. Try as they might, the area's radio stations could not produce enough of 'N Sync's romantic harmonies or danceable Britney Spears tunes to satisfy the hit music cravings of the Charlottesville and University population.
But those days are over. There's a new station in town.
Charlottesville's new Top 40 radio station, WHTE, "HOT" 101.9, took to the air Feb. 15 bringing with it the latest in chart-topping music.
Clear Channel Communications, Inc. -- the company which operates Charlottesville's country, oldies and classic hits stations -- did a random market survey about a year ago to determine the types of radio stations area residents wanted. The public's feelings were clear. Charlottesville needed a Top 40 radio remedy.
"There are a zillion 18- to 24-year-olds in this area," said Chris Zimmerman, Clear Channel's regional director of sales. "It seems silly not to have a Top 40."
"There obviously needed to be a Top 40" station in Charlottesville, said Pauly Madison, WHTE program director and afternoon disc jockey.
Madison had been working in Richmond as the program director for the contemporary hit station in the city when Clear Channel Communications brought him to Charlottesville.
"I thought I was being fired," when a Clear Channel representative approached him one day, Madison said.
"They said, 'We want to let you build the station in Charlottesville.' It was the chance of a lifetime," Madison said with a smile.
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Madison has big plans for WHTE. Clad in a plaid flannel shirt and jeans with his long curly hair in a neat ponytail, his eyes sparkled with curiosity as he inquired about possible venues for his visions.
"We're going to have a dance club at least one night a week, with free stuff to give away," he said emphatically, nodding his head.
The station also will offer a DJ service for local events, Madison added.
The variety of bars, clubs and radio stations in Richmond is much bigger, Madison said, "but any flavor I've had in Richmond, I've found here."
With the mention of nightlife, Zimmerman and Madison laughed as they reminisced about their college days and attempts at getting into dance clubs underage.
Nostalgia aside, Madison said, "Charlottesville has the same potential as any large town" for Top 40 success.
Clear Channel Market Manager Hank Kestenbaum agreed.
"This station is probably our best opportunity for growth in this area," he said, pointing out that University students are a large part of the station's targeted audience.
"If we do it well, we will be successful," Kestenbaum said. "If it's a bad Top 40, you guys won't listen to it. Our goal is to put a product on the air that is fun."
And if Madison and the rest of WHTE have it their way, the station will reach its potential. This Thursday will be the start of "$100,000 Thursdays," a weekly contest where listeners can call in within a 10-hour period of time. Without even having to answer a single quiz question, caller No. 25 will win $100,000.
The station also has a new set of wheels.
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