TRL DIALS INTO RADIO

Such is the case with MTV’s "Total Request Live" (TRL), which this year branched out with a three-hour syndicated radio program, "MTV’s TRL Weekend Countdown," aimed at giving the hordes of Carson Daly-addicted fans of the cable TV show more of what they’re screaming for.

Here’s the twist: In addition to airing the 20 most-requested TRL songs, "TRL Weekend Countdown" plays an additional 10 tracks at the producers’ discretion, called "TRL Close Calls" or "TRL Sneak Peeks," which means there’s room for developing artists that may not be on the radar of the televised TRL.

And those who make the cut make out in spins: Now in its fourth month, the show currently airs on 45 stations, including KRBV Dallas, WDRQ Detroit, WSTQ Chicago, WWZZ Washington, DC, and KRBE Houston, with many more expected shortly.

"TRL Weekend Countdown" is hosted by MTV VJ/TRL substitute host Brian McFayden and syndicated by MTV Radio partner Westwood One. (The show should not to be confused with the daily radio show, "Carson Daly Most Requested," syndicated by Clear Channel’s Premiere Radio Networks.) MTV/VH1 Radio Networks VP Michele Roberts oversees the show’s production, with Supervising Producer Roger Coletti and Sr. Producer/Writer Kara Manning, who work closely with the televised TRL staff and MTV News to make sure the show stays ahead of the curve.

"The TRL franchise and brand is something we’ve wanted to do something with on radio for a long time," says Roberts. "We wanted to extend the brand by hitting that audience on the radio. And because we’re radio, we have the advantage of playing certain tracks that MTV can’t even go near yet because there’s no video, like Janet Jackson’s ‘Someone to Call My Lover.’ It’s nice to have that flexibility."

Some other recent tracks that demonstrate the show’s eclectic nature include Nikka Costa’s "Like a Feather," Destiny’s Child’s "Bootylicious" and St. Lunatics’ "Midwest Swing" (all TRL "Close Calls"), as well as Travis’ "Sing" (a TRL "Sneak Peek"). The show also features exclusive live performances and interviews, TRL "Vintage Tracks" and regular MTV News reports.

For the tracks outside the 20 most-requested TRL slots, Roberts and staff look for up-and-comers: "Craig David would be a prime example of somebody who’s getting a lot of interest," she says. "Or somebody like Alicia Keys, who has a Buzzworthy track on MTV."

Manning says label reaction has been all good: "They’re very enthusiastic because they see a radio outlet for their acts they’ve never had before."

Adds Colleti: "We’ve received such a great response because with TRL, unless you make a video, you really have no shot at being on the show. I’m hoping, as this show grows, that labels might start seeing it as a testing ground."

Look for a weekly preview of the "TRL Weekend Countdown" playlist, coming soon to hitsdailydouble.com.