iHeart's new use of the 105.7 and 105.3 is much smarter than how they were used before. The 105.7 signal covers the highest-density Latino areas of the market while 105.3 is more of a south side signal but is strong at least to Sandy Springs, making it a good signal for Urban. The Urban/Hip-Hop format is a better fit for the target audience than a WGST-FM would have been, since News/Talk is a little more of a north side format.
That said, there was already sooo much Urban in this market. 105.3 The Beat is aimed directly at Hot 107-9 and Streetz 94.5, and to a lesser extent toward V-103. Streetz is an FM translator although with a good signal from a centralized location. 105.3 has a somewhat better signal than Hot, and Hot is in a slightly weakened state because the station let go 2 of its high-profile personalities due to a decrease in revenue during the pandemic. But of course Hot does have Rickey Smiley, which is a top morning show.
I'm guessing 105.3 will have at least 1 live, local jock so the station can do remotes.
Having Urban on 96.7 was a waste; that signal barely gets into Atlanta. If iHeart was going to do the format, they might as well do it on a signal from which they can make money. I suppose 96.7 will become a 105.7 simulcast, but that signal is pretty much useless.
