The Infinite Dial

A year ago, it may have seemed a little optimistic (okay, naive) to talk about a comeback for Modern AC. Since then, however, there's been a lot of activity, including the growth or launch of Clear Channel stations in Salt Lake City, Rochester, N.Y., and even Philadelphia, that sit in the place where Modern AC and Modern Rock overlap. And on June 22, CBS launched its new KSCF (Sophie @ 103.7) San Diego.

The first trade press on Sophie described it as a Modern AC/Triple-A hybrid. It has some of the depth of the latter--more than one cut deep on core artists, and some recurrents that were never Hot AC hits. But it also has some pop edges that most Triple-As would not (Avril Lavigne, Linkin Park), even in an era when many Triple-A proponents believe the format's future should be more Modern AC'ish.

At this point, it's not hard to see the station as "Alice" a decade later--particularly with its logo for helpful guidance. Or as a female counterpart to adult-leaning modern rocker KBZT (FM 94.9). Or a radio answer to VH1.

Some other interesting touches: the station is giving prizes to listeners who put Sophie on their MySpace or Facebook page; it is also explaining its depth as "some things you know, some things you don't . . . everyone likes to be turned on to something new."

Here's KSCF (Sophie @ 103.7) this morning at 5:50 PT:

Cobie Caillat, "Bubbly"
Corinne Bailey-Rae, "Put Your Records On"
Kooks, "She Moves In Her Own Way"
Beck, "Girl"
Rob Thomas, "Little Wonders"
Avril Lavigne, "Sk8r Boy"
Amy Winehouse, "You Know I'm No Good"
Peter Gabriel, "Big Time"
Joss Stone, "Tell Me 'Bout It"
G. Love, "Hot Cookin'"
Eddie Vedder, "You Got To Hide Your Love Away"
Modest Mouse, "Dashboard"
10,000 Maniacs, "Because The Night"