A new radio station has set its sights on the top of the broadcasting market in Central Iowa.

KKDM, Des Moines’ newest FM radio station at 107.5 on the dial, went on the air in the second week of August.

“This is the first new music radio station in Des Moines in over half a century,” said Sophia John, the station’s music director and one of two full-time DJs.

“We’re not a joke. We don’t play country, and we don’t play classic rock,” John said. “This is really our music. This is what’s going on right now. We’re basically CHR: Contemporary Hits Radio.”

John said when she arrived in Central Iowa, she couldn’t believe the limited programming at the local radio stations, especially with the size of the listening market.

“The Des Moines area is market size 90, where New York is one and Los Angeles is two,” John said.

The station is set up to broadcast at 100,000 watts, which gives it a range of more than one-hundred miles. But, “We are at half of our wattage right now,” John said. “We are waiting for a neighboring broadcast tower to be moved.”

John said although KKDM is predominantly a new-music radio station, it does play some “80s retro,” like Adam Ant and Depeche Mode.

“KKDM is redefining Contemporary Hit Radio with its unique blend of alternative rock, pop and dance music, as well as local and regional bands and a few surprises just for fun,” added Liz Janik, KKDM’s international programming consultant.

Janik said she has been impressed with the facilities and programming at the new station. “107.5 should shake up the market for 18-34 listeners, and also attract significant 25-54 audiences, who have been bored with the traditional programming in the Des Moines marketplace,” she said.

The new station is apparently bending the ears of several ISU students.

“I like KKDM because the music they play is new. A lot of alternative music,” said Jeni Davis, a senior in political science. “It gives you another option. I like to listen to music like they play on MTV. I hope they stick with finding new music.”

“The other channels don’t play that much alternative music,” added Jamie Henry, a sophomore in journalism. “[KKDM] plays the true alternative music. They’re more like a college station. I think the rest of the stations will have to be more up to date. It will change the competition.”