The Royal Crown Cola of Rock Radio?

When a new radio station hits the air, the usual question people ask is, “What are they playing?”

But with the new L.A. alternative-rock outlet that bowed recently at the 107.1 spot on the FM dial, people in the radio world are asking, “Are they crazy?”

There’s no question that star acts such as the Smashing Pumpkins, Stone Temple Pilots and Soundgarden are proven winners for radio these days.

New York-based Odyssey Communications was so confident in the music that it paid a reported $35 million last November to buy the station, KMAX, and install the format in place of its former sports talk programming.

The problem is that this kind of music has already been proven in the L.A. market by two powerhouse outlets: KROQ (106.7) and KLOS (95.5). The field is littered with failed stations that tried to take over a piece of that action, notably the eclectic Edge, techno MARS-FM and hard-rock Pirate Radio.

“If they’re just a poor man’s KROQ or KLOS, why bother to listen to them?” says national radio consultant Jeff Pollack.

So far, that’s exactly what Y107, as it calls itself, seems to be--to those who can hear it. Using three synchronized low-wattage transmitters in Arcadia, Ventura County and northern San Diego County, its signal is hard to get in many places.

That’s being taken care of, says Mike Kakoyiannis, president and CEO of Odyssey, which operates a similar station outside New York. Once it is, he says, the format will “evolve” and Y107 will be able to grab a solid share of the estimated $70 million spent each year on rock radio advertising in the L.A. area.

“Look at Pepsi and Coke--there’s room for both,” he says. “No one station can fill all tastes, even a good rock station. People are forever punching the dial and when you get someone to add your station, you start to win ratings.”

That’s true, says Ron Rodrigues, managing editor of the trade weekly Radio & Records. But using the same soda analogy, he’s cautious about Y107’s prospects.

“If you develop a new cola and try to get shelf space, good luck,” he says. “And if a new station wants to be a regular button on your radio, good luck. With its ethnic diversity, L.A. is not like the Midwest, where rock is a staple and can support multiple stations like that.”

And the competition? They’re unfazed about the upstart.

“The trick with [a station like this] is to have a product so unique that it’s not being served anywhere else--then you’ll have an audience that will seek you out,” says KLOS program director Carey Curlop. “But putting yourself in between KLOS and KROQ is a very dangerous position.”