Chris P really is living the dream! He’s not just an on-air host on the hometown station he grew up listening to, Chris is now the Program Director! He oversees not only KKRQ, a heritage Top 40 in Tucson, but he’s also programming Hot AC KMIY. Chris P is part of a new generation of programmers who think differently in the new digital age of radio, and most important, he knows how to balance his passion for music with the challenges of programming… and he’s winning!

Chris P

Chris P

By Bob Burke

It’s not that often that one gets to live out their dream in the city where they grew up, but that’s exactly what Chris Peters, known to most simply as Chris P, has done! A Tucson native, Chris started his radio career as an intern in the Promotions Department at Clear Channel Top 40 KRQQ (93.7 KRQ) in 2000, he then became an overnight board op. In 2003, he took on nights at KRQ, and in 2004 was promoted to Music Director. By 2007, he had earned APD stripes. Five years later, in September of 2013, not only was Chris P named Program Director of the station he had grown up listening to but he would also be asked to oversee programming at sister Hot AC KMIY (My 92.9).
Chris P’s passion for music has served him well, and there’s no doubt that his hard work has been rewarded with the responsibility of programming two important stations within the iHeartMedia Tucson cluster. His understanding of radio as a business has made him one of the format’s top up and comers and a programmer to watch!

How does it really feel to be programming not one but now two stations in your hometown?
It is AMAZING! A dream come true. I get to program the legendary KRQQ I listened to growing up, and the newer KMIY that is progressively growing in the city.

When did you think that radio could become a real possibility as far as a career option?
It was during my internship at the station. Before that, I really was doing an internship for college credit and no homework. But after getting time in the studio and really putting effort into my internship, I didn’t want it to stop. At that moment, I knew this was something I wanted to make my career.

Who are some of your mentors that you credit with really helping you learn the business of radio?
There are so many that I hope I don’t forget anyone: Mark Medina who hired me at the radio station. R Dub! who has always helped me program and taught me how to be a jock. Tim Richards taught me lots about the business and in life. Chris Pickett has taught me a lot of the nuts and bolts of radio. And lastly my current operations manager Lance Tidwell teaches me new things all the time and is helping me grow constantly.

What are some of the challenges that are associated with being an on-air programmer of two stations?
Managing time. There is so much to do in a day and you have to make sure you stay on task in preparing a good show, while also scheduling good logs, and working on the best promotions in the market.

Top 40 and Hot AC are enjoying pretty healthy music cycles. What’s your read on where the formats are and where they’re headed?
Top 40 seems to be heading down the Rhythm road again with stars like Iggy Azalea leading the way, and great singles fromJeremih and Kendrick Lamar. Hot AC seems to be staying very Pop friendly.

What are the do’s and don’ts when promoting Chris P on music?
Just be real. I really enjoy when people can be honest about records and not make every single record a top priority. I appreciate when I get told when a song that’s being worked isn’t really believed in. Then when there is one they are really pushing and they say they do believe in it…I know it is real!

Any new artists or music you’re excited about?
I might be biased because I was just with him this week, but Kim Cesarion. I love his song “Undressed” and he performed another one of his songs that I also really liked.

5166861How important is it to protect each station’s brand musically when so much music seems to be crossing format lines nowadays?
Being in a diary market I think very important. I do my best to let each of my stations own artists when possible, and having the opposite station wait on those records. Trying to allow both stations to occupy specific lanes.

What are the biggest differences you’ve noticed most when it comes to programming a Hot AC versus a Hot CHR?
The speed of music. It took me awhile to get used to how much slower the songs move up and down the chart. A double digit spin increase on a record on Hot AC is good movement, as opposed to the Top 40 chart where plenty of songs are gaining over a thousand spins a week.

Are station visits and or listener lounge performances helping the development of new artists?
I think so. It allows listeners to get up close and personal with these artists that are not always possible for with already developed super stars.

KRQ is a heritage station with a lot of history. How important is it to have a morning show like Johnjay & Rich anchoring the station?
Incredibly important. The guys are amazing and lead the way for the entire station. Plain and simple they get ratings. It is exciting to see the guys get syndicated with Premiere, they really deserve it!

There’s no doubt having iHeartRadio as a weapon in the arsenal is a major advantage. But how important is it for a market like Tucson to balance that digital platform with its terrestrial signals?
It’s very important. We see amazing numbers in Tucson thanks to iHeartRadio and amazing efforts from our digital team who are top notch and lead by Rameen Madani. Couldn’t ask for a better digital team!

Other than iHeartRadio, what digital media platforms are listeners excited about and engaging in most?
For the Top 40 station it is definitely Instagram right now that is on fire! That audience eats and breathes it. I might be a little addicted to it as well. We also have run some great contests through our Instagram and had lots of participation and large jumps in followers for us.

Any advice for up and comers looking to elevate their career to that next level?
It’s all about just being available and willing to learn. I hear all too often from people that they want to do more, but don’t really want to inconvenience their schedule or put in the work to learn the skills of the what they want to do.

Tell us something about Chris P that we might be surprised to find out?
Even though I live in the middle of the desert I play hockey a few days a week.

What’s the one area of growth that radio should focus on to ensure it remains the go-to media of choice?
The digital media area. It’s exciting to be part of iHeartMedia with the fact we are staying on the front end of digital. Between our websites and our push on social networks and iHeartRadio, we are staying up with where our listeners are living.