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WMYI, My 102.5 format change

AMRocks

AMRocks

Radio Insight has something behind the paywall about a format change for 102.5 now that they've changed format to all-Christmas. (Last year, they went all-Christmas, but kept the "My" moniker. Not this year. No more "My.")

Given they don't compete well against Magic 98.9, the only other AC station in town, it's probably a good move.

With a massive signal in the upstate, what do you think the new format will be?

My guess is moving The Breeze from 100.5 HD-2 to the main 102.5 signal. But, they also might see a place for a third CHR in town. Hot 98.1 kinda sucks. They are too urban to be a real CHR. And B93.7 has been pretty weak these days. It could be time to knock them off.

There's also a third possibility. Classic hits. Earth FM is doing quite well lately. But they have a terrible signal problem. (Salem really needs to flip frequencies with Earth FM and WGTK. The talk station can't come close to WYRD. They just need a signal to clear their national talk shows.)

So what are your thoughts on the "new" station coming to the upstate?
 
Earth FM seems the obvious choice. Soft AC is something the area could use.

For now they are giving me a Christmas station I can still listen to.
 
I did have success hearing Nat King Cole sing "The Christmas Song". As long as I was driving north and going downhill. Wake Forest took over later.

I assumed it was basketball until I heard "Touchdown". Knowing Wake Forest was playing, I knew the station I normally listened to was out of the question.
 
As of today, Dec 29, they are still in "Christmas 102.5" mode. I'm guessing either New Years Day or Jan 2 before the new format debuts.
 
All of the speculation in trades/blogs about “The Breeze” stems from domains Entercom registered back in 2018 when WMYI went to all Christmas. iHeart hasn’t registered any domains for that format or indicated that’s what 102.5 will be.

Obviously this isn’t going to be an AC format. The majority of the AC listeners have gone to 98.9 which dropped Christmas on 12/26 or 103.3/95.9 and they would have done it earlier to retain the Christmas/AC overlap audience.

The switches post-Christmas that IHeart has made to soft AC last year have been right after Christmas to retain the audience. Based on 102.5 still being Christmas, it seems like a placeholder for a new format to launch. My money is on Urban.
 
I know it's a longshot, but I've wondered how a good Rhythmic AC format would do. Something that would chip away at 107.3, Hot 98.1, and B93.7 to ensure WSSL and WESC would be on top.
 
WMYi was counting down top songs that sound like Hot AC or CHR. I thought it might be a sign they were going back to that kind of music, the way some stations play the music they will be going back to, but then the voice told us to go to some iHeart web site.

And the Christmas music is back.
 
iHeart is already running The Breeze on 100.5 HD-2. It's the national feed from Las Vegas. They would likely switch to local if they move it to 102.5's main channel.

102.5 is running a VERY strange HD-2 channel -- lullabies. They've been doing it for quite some time.
 
CrazeeCarroll2 said:
I know it's a longshot, but I've wondered how a good Rhythmic AC format would do. Something that would chip away at 107.3, Hot 98.1, and B93.7 to ensure WSSL and WESC would be on top.
Click to expand...

I would LOVE that! Something like a WKTU New York format. But I don't think here in the Upstate that would work too well. Such a powerful signal in the area -- that would be a waste. Now, putting it on something like their 104.9 signal wouldn't be a bad idea. That rock format isn't doing much for anyone.
 
102.5 The Lake. Variety hits. Clone of 102.9 in Charlotte.

Did the market really need another adult oriented station? 98.9, 101.1, 99.5, 103.3 and 95.9 are already playing a lot of these same songs.

BTW, I heard Air Supply on 98.9 a couple of days ago. They seem to be going softer like some other AC’s are.
 
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