I think the biggest harm is to Elliot in the Morning on 102.1. BTLS is a better morning show, I think, than Elliot.
Cox will probably wait until around that time to move to 100.9 since all the pieces of the puzzle are now in place. I would expect a slightly tweaked format: A little more like a cross between sister WHPT in Tampa and their active rock station in Miami, WHDR. I'd watch out for more Ozzy, AC/DC, GnR, and Pink Floyd mixed in with the new stuff. This is how almost all Cox rock stations are programmed (save the current Y-101 and 97X in Tampa)
Now all this, a new signal, BTLS (who could be a huge hit in Richmond), and a tweaked music library could hurt 102.1
If Elliot fails on the X, watch out. We might be seeing some changes at 102.1. Maybe not a full-on format flip, but maybe a little more alternative lean if 100.9 goes older.
This puts Cox in a good sales position, too: "Everything that rocks" on 100.9, Older-leaning classic rock on 96.5 and country on 95.3. Definitely would be a strong lock on males 25+ in Richmond.
Radio-x