Talk radio comes with an agenda. But at Pittsburgh's newest entry in the format, entertainment appears to be the main agenda.

The Zone

WTZN-FM (93.7)/The Zone launches tomorrow, scuttling its former K-Rock music format for a roster of local and syndicated talkers that includes Dennis Miller (10 a.m. to 1 p.m.), John McIntire (1 to 4 p.m.) and Scott Paulsen (4 to 7 p.m.). The syndicated Opie and Anthony show -- a holdover from the K-Rock format -- remains in morning drive. Aimed at male listeners, the new format will focus on topics of interest to the 20- to 40-something age group.

As new media technologies offer audiences new ways to hear music, this new breed of talk format is designed to recharge commercial radio.

"There's more competition for ears with music-oriented radio than there ever has been," says Keith Clark, CBS Radio Pittsburgh vice president of programming, noting that broadcasters are starting to put more resources into spoken-word, locally-based content.

"You can't just download a Scott Paulsen show from somewhere. ... That's what's driving all of this -- to create a listening experience for Pittsburgh that you can't get anywhere else."

The Zone is built around local talents like McIntire and Paulsen, something satellite and Internet radio can't duplicate. It also will be heavy on sports and news as well, with two shows that will be about, but not limited to, sports. KDKA-TV's John Steigerwald will host a weekday show from 9 to 10 a.m., and TV comedy writer and Pittsburgh native Dave Dameshek will come back from Los Angeles to host the 7 to 10 p.m. shift. Dameshek was sports reporter for CBS Radio's syndicated Adam Carolla show. Before that, he was a writer for ABC's ''Jimmy Kimmel Live" and co-hosted a Fox Sports Radio show.

Hourly news reports will come from sister station KDKA-AM.

The Zone is being marketed as "Pittsburgh's Man Station," with a male target audience. Its logo: the universal symbol seen on men's restroom doors. Bu, Clark says, "Women are always welcome to listen."

Scott Paulsen

Scott Paulsen

After a two-decade career at WDVE-FM, first as morning host with Jim Krenn and later with a solo evening show, Scott Paulsen is branching out on a new station with a new format.

He wants to keep the focus local, although not limited to local issues, with topics listeners are talking about. And his approach will continue to be his trademark humor and satire.

"I can get on a soapbox and talk about whatever bothers me and whatever's going on in the world, but is that really something someone wants to listen to?" Paulsen says. "I don't think so. If you want to be angry, there's places for you. We don't need another outlet for that."

Instead, he'll incorporate his original song parodies and comedy sketches, introducing some new characters and impressions. He'll also have guests.

Because there's no music format to adhere to, "We're not trapped by having to interview a certain kind of guest," he adds. For example, a rock station probably wouldn't interview a country star such as Toby Keith.

"It's like a big playground," Paulsen says. "The possibilities are limitless. It's like an open canvas and a full pallet. In today's radio market, opportunities like this don't happen."

John McIntire

John McIntire

McIntire has also had a long run here: as evening host on sister station KDKA-AM, and before that, on cable station PCNC's "Night Talk." He is looking forward to a new kind of creative outlet in uncharted territory, a situation he describes as "exhilarating and frightening. I've never seen broadcasters this psyched about a project. Everybody's really excited. There seem to be happy people here. I'm not quite sure what to make of it."

His show will focus on entertainment and lifestyle topics, rather than, "Let's bitch about the war and Bush for an hour. Not that that's not fun."

As he notes in his MacYapper blog (www.macyapper.blogspot. com): "We are NOT trying to be the lefty alternative to right wing crazy station 104.7 [WPGB-FM]. We ARE going to be entertaining, and obsess on, well, whatever is interesting. Pop culture, news, politics ... critically important stuff, stupefyingly unimportant nonsense. ... If this show isn't ridiculously entertaining, I'll shoot myself. So as I see it, it's a win either way for the 'Burgh."

Standup comic Gab Bonesso will produce McIntire's show, and she'll also serve as a second voice on the show.

Because it's not a tried-and-true local formula, McIntire thinks the format will need some time to find its audience. "It'll take time to catch on because Pittsburghers are creatures of habit."

The last word

"We're trying to give them an alternative," Paulsen says. "If we can get people to turn on the radio who perhaps are not turning on the radio -- it's a cool experiment. If it works, great. If it doesn't, at least we had a cool experiment. How often do you get to do that?"