Alyssa Ursetti is the Program Director and Midday Host for 107.3 Alternative Cleveland. Believe it or not, she started as an unpaid promotions intern with the company Rubber City Radio Group and worked her way up to management.
About a year after finishing college, Ursetti saw an opening in the Sales Department and was hired as the Sales Assistant. That was a little over ten years ago. She later graduated to the Promotions Department for Classic Rocker 97.5 WONE and News Talk Sports 1590/93.5 WAKR in the cluster. When the company flipped formats from Smooth Jazz at 107.3 WNWV to Alternative, she jumped at the chance to be involved since Alternative was where her heart is.
“I started out as the Promotions Director for the station, then became Music Director, then Program Director. As of last year I’m also Midday host,” Ursetti explains. “When I saw the radio station I had interned at was hiring back then, I figured I’d get my foot in the door. I honestly didn’t expect to be where I am today, but as I learned more about radio, my passion grew. Especially now in the Director role and behind the mic. I always say I am very lucky to be able to mix my passion with my profession.”
In addition to her role as PD, she delivers the music facts on air, enjoys fun things to do around the city with the community, and is an Elder Emo just trying to keep up with the trends. “I am also passionate about Mental Health awareness,” adds Ursetti. “We work with NAMI of Greater Cleveland, supporting their cause whenever we can.”
The station is still relatively new. It’s been around for about three years now and is technically the only Alternative station in the market. “Our audience was very excited for us to arrive, and we’re extremely happy to be here providing a format that was missing in Cleveland,” says Ursetti.
“As for me, meeting artists will never get old. That’s where the excitement comes in for me. I was able to meet Taking Back Sunday this year; they’ve been one of my favorite bands since I was a teenager, so that was really special because my teenage self would have to pick her jaw up off the floor if she knew one day she’d be hanging out with Taking Back Sunday before their show.”
Like most programmers, Ursetti is a music lover. “We have a weekly segment ‘Live & Local’ where we feature two local bands every Friday night at 9 pm,” she says. “The community really enjoys it, and we enjoy supporting the local music scene. We support them by playing their music and occasionally interviewing the local bands.”
Ursetti believes there is plenty of new music to keep the format alive and growing. “I think it’s a really interesting time in Alternative music with all the heritage bands still producing chart-topping singles,” she explains. “I think it makes it difficult for the new artists to really breakthrough, but at our station, I try to maintain a balance between the two. Playing those artists everyone knows and loves but also introducing them to brand new artists that can be the next big thing.”
“I think what’s missing in the industry right now is that ‘Live & Local’ that we’re all about,” says Ursetti. “I think we’re lucky to be a part of a family-owned station because we all feel like family. This gives us a little more freedom and opportunity for diversity as opposed to some of the bigger corporations whose stations are a carbon copy of each other across the country. I think that makes us stand out from our competitors as well.”
As far as her thoughts on the use of AI in the industry, Ursetti hasn’t done much experimenting with it yet. “I do think it’s very interesting, and I love learning about it, but I hope it only impacts the industry in a positive way, like helping with show prep or bits. As for our station, we’re sort of a mom-and-pop, so we’re all about live and local; I think AI takes away from that and our creativity as live talent.”
Urestti’s goal for her station is to continue to grow the brand and its consistency and eventually develop big events. “I’d love to do something really big like a festival that ties into benefiting NAMI of Greater Cleveland someday, but I think that is a way down the road.”
She’s constantly show-prepping just by living her life. “I’ll jot things down in my notes on my phone that I want to share on the air, but on a typical day, I wake up probably entirely way too early for a show that starts at 10 a.m., but I’ve always been an early bird. I start by sipping my coffee while watching the news, then pursue social media and prep sites for any fun things I want to share with listeners.”
Follow Alyssa Ursetti @AlyssaRayDio on Instagram.
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Charese Fruge’ is an award-winning Content, Broadcast, and Marketing executive with over 20 years of experience in markets like Los Angeles, San Francisco, Houston, San Diego, and Las Vegas. As the owner of MC Media, she works with radio brands and individual talent, especially young women, helping them grow their brands and negotiate on their own behalf. She is also a Voice Actor and Voice Over Talent as well as a Freelance Writer for International Broadcast Outlets. Find her at @MCMediaOnline or www.mcmediaonline.com.
