WPGC-FM - Programming

Programming

WPGC-FM also has been a debated topic amongst radio experts about its format classification as a Rhythmic Contemporary Hit radio station even though it really operates musically as a Mainstream Urban. In 1987, when the current format on WPGC was introduced it was a mix of R&B, hip-hop, dance and pop titles. This came at a time when many radio stations took on the "crossover"-based format for the first time as Emmis Communications pioneered it on KPWR in Los Angeles and WQHT in New York upon acquiring those stations. In the case of Washington, D.C., the new format niched in well with established R&B stations WKYS, WMMJ and WOL as well as top 40 stations (at the time) WRQX and WAVA.

By 1997, following the departure of longtime programming director and afternoon personality, Albie Dee, its playlist consisted mainly R&B and hip-hop titles. Many critics say the ability to attract more mainstream advertisers as Rhythmic, rather than Urban, is the real reason.

In June 2009, speculation began circulating that WPGC might be evolving towards a Top 40/CHR direction or back to its former urban-leaning Rhythmic format similar to sister station WZMX. The move might have been fueled by the recent drop in the ratings and in part due to the introduction of PPMs in the market, where it has hurt them audience-wise. However, it has remained a Mainstream Urban (in terms of programming, although still basically considered a rhythmic) that focuses primarily on the current urban hits with some recurrents and throwbacks mixed into its playlist.

In December 2010, WPGC began to open up its playlist to include songs that they wouldn't have touched, i.e. Just The Way You Are from Bruno Mars. This issue of whether WPGC might be shifting to a broader Rhythmic sound continues to be debated on message boards like Radio-Info. Even though WPGC-FM is still considered as a rhythmic, it added more rhythmic-friendly tracks but reduced the urban lean. From 1992 to 1997, WPGC was an original member of the BDS Rhythmic Top 40 panel, when it was moved to BDS's R&B/Hip-Hop reporting panel in 1997. But in June 2012, WPGC returned to the Rhythmic Top 40 panel after 15 years. However, it has retained an urban lean to programming when compared to most rhythmic-formatted stations on the panel. Ironically, they are also the second CBS Radio Rhythmic outlet on the BDS Rhythmic panel with a R&B/Hip-Hop direction, the other being WZMX/Hartford, Connecticut.

WPGC is considered the largest station owned by CBS Radio within its urban/rhythmic division, based on market size. From 1997 to 2012, Nielsen BDS placed WPGC-FM on the urban panel, while it remained on the rhythmic panel on Mediabase, as Radio One's WKYS is its competitor, but is an urban contemporary station. Until August 2012, CBS Radio did list WPGC as an urban on the corporate listings, but in actuality it is programmed as a hybrid of both formats. As a result, Atlanta sister station, WVEE, is considered the largest urban station and flagship of the company's urban/rhythmic division.

Currently, WPGC is musically programmed as a hits-driven station that spins a heavy concentration of mainly contemporary hip-hop and R&B music with some crossover pop hit songs and numerous urban music throwbacks throughout the day. The station directly competes with contemporary hit radio rival WIHT (Hot 99-5) and urban contemporary rival WKYS full-time, but only urban adult contemporary rivals WMMJ and WHUR with R&B and classic soul slow jams indirectly on Sunday through Thursday nights from 10pm to 2am on "The Koolout" slow jams program. After many years of only giving occasional spins to urban contemporary gospel music that charted well on the Billboard, the station added a program dedicated to the genre on Sunday mornings from 7 to 9AM since 2009.