Area Veteran Sports-Pert Mike Fisher Joins KMSR Lineup at Noon Weekdays; Chuck Cason Takes over the Drive Home Slot in Station Expansion of Local Programming.

Entertainment Editors/Business Editors

DALLAS--(BUSINESS WIRE)--March 19, 2004

Due to the overwhelming success of KMSR-990's talk show format, management has expanded the station's local weekday lineup with the addition of veteran sports host Mike Fisher starting Monday, March 22, according to KMSR VP/General Manager Jerry Overton.

"It was serendipitous. Within the first week, we were getting calls from advertisers and listeners wanting more of our kind of talk show programming," said Mr. Overton. "We asked Mike to sub in for us from noon to 3 and the switchboard was in overload."

But then what else would you expect when Mike had everyone from Mike Modano to Mark Cuban on during this "sub" spot?

Mr. Fisher, who had hosted a sports show on KLIF-570 (AM), is well known throughout the market for also being the voice of the Dallas Burn.

To take full advantage of the evening drive and KMSR's on-air team, host Chuck Cason will move from the noon slot to 6 to 9 p.m.

"Chuck's sense of humor and his ability to involve guests and listeners in the topics of the day make the drive home like a happy hour," said Mr. Overton. "We are looking forward to seeing his talents put to use in this time period."

As of March 22, KMSR's will offer the following weekday schedule:

-- 5 to 9 a.m. Don Imus

-- 9 to noon Kevin McCarthy

-- Noon to 3 Mike Fisher

-- 3 to 6 p.m. David Gold

-- 6 to 9 p.m. Chuck Cason

-- 9 to midnight Michael Reagan

-- Midnight to 5 Radio America

Owned by The Watch, Ltd., KMSR-990 (AM) provides an all-talk show format with both local and national hosts. The KMSR offices and studio are located at 12900 Preston Road, Suite 100, Dallas.