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The result is a sound that borders closely on the existing adult contemporary format.
He will continue as the host of his 12-year-old show "American Top 20," with one version oriented to stations with the "adult contemporary" format and another for stations with the "hot adult contemporary" format.
If recent ratings are any indication, the war of words between Hot 97 and Power 105 may be hurting business; the audience at each station has declined more than fifteen per cent since last summer, while the less combative WBLS, using a similar "urban contemporary" format, has gained.
Discounting stations like WKTU-FM in New York, which play plenty of dance music but technically have a "hot adult contemporary" format — leaning toward pop hits — Boston would be the biggest market in the country with a full-time E.D.M. station like Evolution.
But by the time the younger Mr. Schuller took over in 2006, the church's broadcast audience was shrinking, eclipsed by preachers with a more contemporary format, like Joel Osteen at Lakewood Church in Houston, who leans more heavily on self-help than Scripture.
"I think we have a lot of assets that we have created over time that have messages that resonate in a contemporary format," said Philip F. Mooney, director of the Coca-Cola corporate archives, who joined other executives from Coca-Cola and I.B.M. in an interview last week to discuss the project.
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Rock radio stations can play "Use Me" or "Up All Night"; adult contemporary formats can choose "Without You" or "The Best Is Yet to Come".
If watching old movies on contemporary formats is a surreal experience, I suspect that has more to do with cultural shifts than technological ones.
A 23% surge in vinyl singles sales this year has prompted the Official Charts Company to announce a new weekly rundown which removes downloads, CDs, streaming and other contemporary formats to reveal the best-selling 7" and 12" singles sales alone.
While we're on the subject of something greater, Reason No. 2 should be clear: Take 6 has put faith at the forefront of its career, moving smoothly through R&B and adult-contemporary formats, but never forsaking the bedrock of Christian music, which yields both a clarion purpose and a built-in audience.
In its contemporary American format, the fight probably dates to 1985 with the appearance (or disappearance, really) of Karen Finley's yam.
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