Listeners tuning into 106.3 FM on the morning of Oct. 1 expecting to hear Diana Krall and Miles Davis were probably a bit surprised.

KVJZ 106.3 FM changed its format from mellow jazz to rhythmic hip-hop, sending Kenny G packing and blasting the sounds of Nelly and Notorious B.I.G. to a highly confused audience. The sudden difference in music might have shocked regular jazz listeners, but the formatting decision had been somewhat expected.

Greg Chance, programming director for Des Moines station Kiss 107.5 FM as well as 106.3 FM, “The Beat,” says the station changed formats due to lower ratings.

“[KVJZ] dealt with a revenue issue — a ratings issue,” Chance says.

The two stations, along with WHO 1040 AM, Mix 100.3 FM and Ames’ Channel Q 105.1 FM, are all owned by Clear Channel Communications.

Chance says since the two stations are owned by the same company and have similar philosophies of playing chart-topping songs, some of the most popular songs will be played on both stations. Though KISS and “The Beat” will play some of the same songs, the two stations are not in competition in any way and will likely share some of the same audience.

“I would like to think that both these stations can make it,” Chance says. “They’ll be two different entities. [‘The Beat’ is] not identical. It’ll focus a little more on the rhythmic side.”

Chance says he is responsible for the music, commercials and anything else that goes on the air. Songs played on “The Beat” vary between old and new rap and R&B, Chance says, and are chosen mostly based on charts and record sales, not the disc jockeys’ personal preference.

“We have to figure out what’s the best product to put on the radio,” Chance says. “We try to touch everybody. We cross over into a lot of different lifestyles.”

“The Beat” started out commercial-free, playing continuous 24-hour music. Though commercials have begun to pop up on the airwaves, “The Beat” still has no radio personalities.

Chance says DJs could appear anytime, but the station is in no hurry to fill the space. Meanwhile, the only radio voices heard are the sound bites promoting the station and mini-features.

“The Beat” has been playing the current chart-toppers by artists such as Ludacris and Beyonc‚, as well as older hits, called “back in the day” tracks, by artists like 2Pac and LL Cool J.

The Beat will have similar promotions and giveaways as Kiss 107.5, with contests and on-the-scene radio spots. Chance won’t give any details about upcoming promotions, but he says there are plans in the works.

“It’s going to be an exciting time,” Chance says. “Anything’s possible.”

With the birth of the station only a few weeks ago, “The Beat” hasn’t yet begun marketing — so far, knowledge and interest have been generated solely by word-of-mouth and accidental finding.

Carin Skowronsky, senior in marketing and president of the ISU Hip-Hop Dance Club, says she found the station while randomly flipping through the stations.

“I think it’s awesome,” Skowronsky says. “I think it’s something Iowa has needed for a long time, especially in a college town.”

Skowronsky says interest in hip-hop at ISU, both in music and dance, is growing at a fast rate.

“More people have been taking the initiative — participating more,” she says. “People don’t always want to dance to the Top 40.”

Holly Boston, sophomore in construction engineering, agrees.

“I think hip-hop’s pretty popular right now,” Boston says. “Right now, people are gravitating toward hip-hop. It’s the ‘in’ thing.”

Boston says she thinks ISU students have wanted and needed a new station to listen to and that “The Beat” will most likely become a success.

“I think we’re severely lacking in the whole radio front,” Boston says. “Especially in this area — there’s a lot of country stations.”

Since central Iowa hasn’t had much for variety of radio stations for a while, the new 106.3 will, if nothing else, offer another choice for students’ ears. The station has so far been fairly well accepted, but Boston is still concerned about the type of music that will be played.

“I kind of hope they play what we want to hear, you know — play a song and ask if we like it,” Boston says. “There’s a lot of good hip-hop music out there, but even good artists have songs that flop.”