96.5 The Mountain Name Change

[DToTheJ]

No, they're not going by the name "96.5 The Taylor," like a CHR in another large Tennessee town is... this is a legitimate name change for "The Mountain," which has adopted the new branding of "Hits 96".
http://www.chattanoogan.com/articles/article_193735.asp

 

[BRice16]

I miss the old Mountain. World Class Rock. There wasn't a better station anywhere.

 

[RobynWattsV2.0]

I miss the old Mountain. World Class Rock. There wasn't a better station anywhere.

Agreed, but considering that Chattanooga has NEVER had a Class C signal that plays ALL THE HITS, I would've flipped to CHR, too. Looking back, KZ-106 was a CHR/AOR hybrid in the 80s, the others that tried CHR on FM in the past were rimshots that didn't have enough power to cover the market adequately.

I like the name change, but I wonder why they didn't change the name when they changed format back in 2008?

Robyn

 

[Kent]

I miss the old Mountain. World Class Rock. There wasn't a better station anywhere.

I agree. Unfortunately, you and I were in a very small minority. As Robyn mentions, going CHR was a no-brainer from a business perspective.

 

[BRice16]

I miss the old Mountain. World Class Rock. There wasn't a better station anywhere.

I agree. Unfortunately, you and I were in a very small minority. As Robyn mentions, going CHR was a no-brainer from a business perspective.

From what I remember, they aren't getting numbers that much better than when they were AAA. Maybe they're doing better in money demos.

But you're right, I mean, that format isn't necessarily best suited for a signal that big. But you could hear it here in Knoxville, which was great after we lost 100.3.

 

[Signpost]

When the Clear Channel CHR beat The Mountain 12+ they must have decided it was time to refresh.

 

[secondchoice]

When the Clear Channel CHR beat The Mountain 12+ they must have decided it was time to refresh.

I agree the name change should have happened when they went CHR. Am I reading the ratings correctly? It looks like 96.5 beat WKXJ in the 12+ in the last book according to the ratings posted in this site:

http://www.radio-info.com/markets/chattanooga

Apparently 96.5 has reversed the summer book slide. So when you have “won” or at least beat you beat the other CHR, or "Pop Contempory Hits Radio" why change in a diary market. In PPM the listeners do not have to remember what they were listening too, only what the PPM meter hears. In diaries there is a recall factor that makes the name and or call letters very important.