A new radio station in State College might add some competition to the airwaves.

Without changing ownership, Hot 107.9 WIKN-FM, formerly Wink 108, has completely altered the format of the music it plays.

The station, which first aired during Penn State's winter break, switched its music selection from oldies to gear it more toward Penn State students.

Rob Schmidt, general manager at 107.9, said the station hired Edison Media Research, a company that does political polling for national elections, to detect what type of music is not being served in State College. The results came back with a need for an "overwhelming rhythmic format".

"We did a lot of research. We spoke to the community members and students and found a hole," said Drew Kelly, program director for 107.9. He said people wanted a certain type of music that was lacking in the area. After analyzing the reactions, they decided on the new format.

"It's top 40. It's just that we don't have any barriers," Kelly said. "We play the most popular music."

The station's main target listeners are women 18 to 34 years old, Schmidt said.

"It's a change in demographics," Schmidt explained. "It's a nice compliment to QWK Rock (WQWK-FM 97.1)."

A mutually owned station, 97.1, is one that appeals to the same age group but is geared more toward the male audience, he said.

"We feel we have to provide for diverse listening among all listeners, especially student population," Schmidt said.

The owners also control WBUS-FM (93.7) and WRSC-AM (1390).

The new station, 107.9, has been making an effort to stay localized.

All shows will be recorded live as opposed to nationally syndicated programs. The station will make an effort to "relate it to a lot of people in State College, Pa.," Kelly said.

The switch was thoughtfully planned out because it was a very dramatic change, Schmidt said. "It is important to us to get it on the air before students came back from break."

Before initiating any talk shows, the station decided to begin its new life with 10,000 songs in a row, no interruptions. This gives a "nice, hearty sample" of the music they will be broadcasting, and engraves it in the minds of the listeners, Kelly said. "We are the music we play," he added.

Some students have responded to the station positively.

"We come from the Philadelphia area where we have a variety of stations, and 107.9 ties that in," said Mandy Joyce (senior-nursing).

When asked about competition, Kelly stressed the priority of putting music first.

"The most important thing is the music we are playing," Kelly said.