Soft AC, going directly at B101. I never thought someone would challenge the B on their own turf (Ben FM, 106.1, and WOGL notwithstanding; they don't do exactly what the B does). They obviously have their work cut out for them. I wish them good luck however. It would be great to have a legitimate radio war.
I find the "we're new, B101 is old" approach to marketing themselves. Don't know if it's accurate (their playing an 80s song right now), but it's intriguing.
Best of luck GM and Now 97.5. Don't hurt Ben FM too much.