Audacy is reshuffling the dial in Chattanooga with a frequency swap between Rock 105 and Kiss FM. Beginning May 23, WRXR will move to 103.7 FM and rebrand as Rock 103.7 as WKXJ shifts to 105.5 FM and adopts the name 105.5 Kiss FM.
Both stations will retain their existing formats, with no changes to programming or on-air talent.
Audacy Senior Vice President and Market Manager Nichole Hartman said, “We always find ways to improve the listening experience for our consumers. Rock 105 has been a heritage brand to the community, and this new frequency will elevate its legacy to more fans beyond Chattanooga.”
“At the same time, broadcasting Kiss FM on 105.5 allows us to bring the best pop hits to the heart of the city and form a deeper connection with listeners in the Chattanooga metropolitan area,” she added.
(1) What were they thinking? (Or are they?) Respectfully, almost every time, frequency changes kill stations.
(2) Audacity apparently doesn’t know how to program or promote a “Kiss” type station. CHR wins (12+ and 18-49 overall, with 25-54 in the top three) in markets just like Chatanooga that know how to program and promote a hit station. Briefly, it features a modified CHR playlist with unexpected clocks, plus quarter hour building promotions. But hit radio needs a real signal to win, and they abandoned it.
This smells like a knee jerk move of “lets put our top biller on the big signal”. Let’s see how this works out. I suggest following this up with an article showing what happens to both stations in the next book.
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