All-day sports talk is the new format for KTRB, the A's 50,000-watt flagship station.

The new format debuts Monday with an initial emphasis on nationally syndicated sports-talk programming. Program director Kevin Barrett said more localized programming, featuring both the A's and the Oakland Raiders, is part of the future plan.

"One of our strategies is to give a little more love to the East Bay teams," Barrett said. "Our intention is to serve the entire Bay Area, but also to take a look at some of the other teams that don't get quite the spotlight."

General manager and station vice president Jim Pappas said he was getting strong feedback that the Bay Area needed another sports station to compete with KNBR's stations at 680 and 1050 AM.

"Nothing is wrong with KNBR and their success is well-deserved," Pappas said. "But it is the home of the Giants and the 49ers. The A's have not been on stations that have had sports around their programming. They've had oldies and political talk and other things. They've been on an island on the stations they've been on in the past."

Ken Pries, the A's director of broadcasting, said the team is pleased.

"This was one of the things we talked about when we initially did this deal," Pries said. "Similar to our deal with Comcast Sports Net California, we have our own station and our own deal. Our game-related programming is already running now around six hours a day. People are already talking about the A's during those hours and our exposure can only improve from here."

The weekday lineup, which will be built around existing A's game-day programming, begins at 6 a.m. with Todd & Tyler's Radio Empire, which currently airs in Omaha, Neb., Wichita, Kan., and Boise, Idaho. The Bay Area will be the show's biggest market.

At 10 a.m., the station will feature 2 Live Stews (featuring brothers Doug and Ryan Stewart), a show that airs in Boston, Miami, St. Louis, Atlanta, Cleveland and Las Vegas.

Chris Myers' national show, a production of Fox Sports Radio, will air from noon-4 p.m.. Petros & Money, another Fox Sports Radio production, will run from 4-7 p.m.

Ron Barr's Sports Byline USA, a show that originated in San Francisco and is in its 20th year, will run from 7-10 p.m., followed by Sports Overnight America with Chris Townsend from 10 p.m.-1 a.m.

All programming, except for a one-hour block between 9-10 a.m., will be live. Local listeners will have call-in opportunities on national shows.

KTRB, which also broadcasts Stanford football and men's basketball, took over as the A's flagship radio station in January. Its offices are in San Francisco and it is owned and operated by Pappas Radio of California. The station started in Modesto and moved to the Bay Area in 2007.