L.A. Sports Radio’s FM Hail Mary….

Can 97.1 The Fan Break the ‘Mellow’ Curse?

A RAMP Guest Editorial by Kevin Gershan

It’s the frequency that just won’t sit still. After cycles of Hot Talk, Top 40, and a four-year stint as the FM megaphone for All-News, Audacy’s KNX News 97.1 FM is pivoting again. As of May 11, the era of simulcasting KNX News is officially over, replaced by 97.1 The Fan.

For the radio industry, it’s a seismic shift. For Los Angeles, it’s the ultimate stress test for a format that has historically, and perplexingly, struggled to dominate the Southland.

The FM Elephant in the Room

For decades, the “all-sports radio doesn’t work in L.A.” narrative was built on a foundation of static. While East Coast titans like WFAN or 98.5 The Sports Hub enjoyed crystal-clear FM signals, L.A.’s sports scene was largely exiled to the AM band.

Between iHeart’s AM 570 KLAC (Dodgers/Clippers) and Good Karma’s ESPN LA 710, the market has had plenty of sports content, but it lacked the high-fidelity, car-commute dominance that only a full-market FM signal provides. By launching The Fan on 97.1, Audacy isn’t just changing the format; they’re removing the technical excuse.

Culture vs. Format

But is a better signal enough to overcome the “Aggression Gap”?

Sports radio thrives on the “Rabid Fan”, the caller who phones in at 6:00 a.m. to demand the coach be fired after a one-point loss. In Boston or Philly, that’s a lifestyle. In Los Angeles, it’s often seen as a buzzkill. L.A. fans have a different temperament. We grew up on the zen-like elegance of Vin Scully and the cool authority of Chick Hearn. When local hosts like Steve Mason talk about “steering clear of anger,” they aren’t being soft, they’re reading the room. L.A. listeners generally prefer personality-driven entertainment over high-decibel debate. The Fan’s challenge will be finding local voices that can bridge that gap: being “intelligent and thoughtful” without becoming background noise.

The Post-Scully Vacuum and the Digital Pivot

The timing, however, is calculated. Audacy is banking on a massive sports calendar, including the 2026 World Cup and the 2028 Olympics, to create a new “connective tissue” for the city.  But they’re also fighting a digital ghost. In a market where Colin Cowherd draws millions of podcast downloads and younger fans get their takes from TikTok, a live 24/7 lineup is a massive gamble. To win, 97.1 The Fan will have to do what AM radio couldn’t: make the local conversation so essential that you won’t wait for the podcast version.

Personality Powers the Format

And if Audacy truly wants this format to connect in Los Angeles, it starts with talent.  Real talent. Someone like Ken Levine is exactly the kind of voice this market responds to: a proven Dodger Talk host who understands the rhythm of LA sports, a seasoned play-by-play announcer, and a comedy writer who knows how to keep an audience engaged, entertained, and, just as importantly, coming back. Sports radio here has never failed for lack of teams or storylines; it has failed when it forgets that personality drives listening. Levine represents the rare combination of credibility, command, and connection.  The kind of host who doesn’t just talk about the game, but makes you want to stay for the next segment.

The Bottom Line

Audacy Chief Business Officer Chris Oliviero noted that L.A. was the only top 10 market where the company didn’t have a sports flag planted. With Andrew Williams at the helm as Brand Manager, the mission is clear: prove that L.A. isn’t “bad” at sports radio, it was just waiting for the right frequency.  The “mellow” reputation of Southern California is about to be tested. Will we tune in to argue about the Lakers at 97.1 FM, or will we keep our windows up and our podcasts on?

May 11 will give us the first real answer.

• Kevin Gershan is a former Producer/Director of Entertainment Tonight and Director of Creative Music Strategy for CBS Media Ventures. He also oversaw all the interstitial radio content for CBS Media Ventures, including the ET Radio Minute, Inside Edition: Inside Report, Ask Dr. Phil, The Doctors Orders and Rach On The Radio. Prior to that he worked at KIQQ (K-100), KMPC 710/AM (including during its switch to All Sports in 1992), KMGG (Magic 106 FM) and K-EARTH 101.