Do the people of the Oklahoma City-Norman area want a fourth all-sports radio station? Citadel Communications is guessing they do. On Wednesday, Citadel-owned 930-AM converted to an all-sports format, called Jox 930. The new station, which used to be news-talk, then latino, is now one of four sports-exclusive radio stations in the area, joining The Sports Animal (WWLS-AM 640, WWLS-FM 97.9), Fox Sports Radio (1340 AM) and The Ref (KREF-AM 1400). Dax Davis, the programming director for Jox and the Sports Animal, said there might not be room in this market for four sports stations, but that "the focus is on our two.” "Why did we choose to do a second sports station? I mean, why does ESPN have ESPN2?” Davis said. "The more talk that one can generate, the better.” The new station's line-up includes live broadcasts of ESPN's "Mike and Mike in the Morning” from 6 to 9 a.m and "The Dan Patrick Show” from noon to 3 p.m. The local on-air personalities are alums of The Sports Animal, 930's sister station. Tentatively, The Oklahoman's John Rohde will be on the air from 9 to 10 a.m. with Billy Tubbs and Pat Jones from 10 to 11 a.m. John Thulin and Jack Mildren will pair up from 3 to 6 p.m. KREF general manager Mike Holt said he doubted another station would alter the metro-area market too much. "I don't see it having much of an affect on the market because it's a repetition of talent,” Holt said. "It's an addition of network programming, when the general sports fan in Oklahoma is really more interested in Oklahoma sports and probably some pro sports that are regionally based around here.” Holt added that all four stations can survive if they focus more on local sports. "This market, it's an interesting market in that the listener of this area has really been more interested in locally-produced shows,” Holt said. In the last Arbitron ratings, released May 10, only one of the top 22 stations in the area was sports-talk, with the Sports Animal coming in 11th. Despite that, David Garrett, host of "The Home Stretch” on Fox Sports Radio, thinks that all four stations can co-exist. "As long as you do it the right way, and talk to the right people — if you're talking to the same exact crowd all the time with the same exact programming — I don't know if you talk to any new people,” Garrett said. "You gotta expand it and talk to women, small colleges, high schools and grandmas.”
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