'CLASSIC' COLLEGE ROCK AT HOME ON 103.1.

Byline: Fred Shuster Music Writer

In the arcane, constantly subdividing world of radio formats, a new niche has just arrived: alternative oldies. It's the Gen X equivalent of a station devoted to the swing era.

When you switch on Indie 103.1, you experience a time warp of college rock of the past 25 years. Remember Richard Blade's long-running ``Flashback Lunch'' feature on KROQ? It apparently just spawned a new era in retro radio.

Reagan-era tunes from X, the Smiths, the Clash, Richard Hell, the Cure, Beastie Boys and the Ramones were never meant to be golden, but they do sound at once melodic, forceful and welcoming in sepia-tinged retrospect on Indie 103.1. Especially compared to the lusterless modern rock fare pumped out on KROQ-FM (106.7).

Indie 103.1 (which simulcasts on KDLD and KDLE at 103.1 on the FM dial and hit the airwaves Christmas Day) is one of a string of similar ``alternative gold'' stations in Seattle, San Diego and Atlanta that gaze back fondly on what seems like a far friendlier musical era.

``We looked at the local market and realized that with just one alternative rock station, a lot of music wasn't being played,'' said Jeffrey Liberman, president of Santa Monica-based Entravision Radio, which operates Indie 103.1 along with a handful of Spanish-language stations on the Los Angeles dial (and another 50 throughout the country). ``We're here for the long haul.''

KDLD and KDLE - which can be heard in parts of the Valley and along the coast from Santa Monica to Newport Beach - broadcast contemporary rock in the late '90s before switching to a techno dance format. The latest format flip at 103.1 targets males ages 18 to 44.

Michael Steel, former program director at Top 40 powerhouse KIIS-FM (102.7), was hired to set the musical agenda, which also takes in today's guitar-driven acts like Jack White and his band the White Stripes and the Strokes. So far, no DJs have been heard on Indie 103.1 (on the Web at indie1031.fm/main.html) and Mondays are commercial free.

``It's too early to tell about adding disc jockeys,'' Liberman said. ``We're not programming like any other station. We're not using research, we're using gut reaction.''

RYAN'S HOPE: In other local radio news, ``American Idol'' host Ryan Seacrest has left his longtime afternoon post on Star 98 to focus on his TV chat show.

Seacrest bolted adult contemporary KYSR-FM (98.7) after more than six years co-hosting afternoon drive-time. The Fox TV talker ``On Air With Ryan Seacrest'' debuted Jan. 12 and airs at 5 p.m. weekdays on KTTV (Channel 11).

The TV show conflicted with his Star 98 shift, Seacrest said, ``and it would be impossible to compete against myself.''

Along with his ``American Idol'' duties, Seacrest has taken the microphone from Casey Kasem as host of ``American Top 40,'' radio's long- running syndicated countdown show.

Since leaving Star, Seacrest popped into the studios once and called in a few times. ``I've made many friends there, and it will continue to be a place I hold close to my heart,'' he added.

Seacrest's role on the Star afternoon show has been filled by DJ Jason Pullman, who co-hosts with Lisa Foxx, Seacrest's former radio partner.

Fred Shuster, [phone]

fred.shuster(at)dailynews.com

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Ryan Seacrest has left Star 98 to focus on his TV show.

Kevin Parry/WireImage.com