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Translator swap & format change

F

FrankF

I'm guessing this is in response to CBS's CHR WJHM changing it's slogan from 102 Jamz to 101.9 Amp Radio. The 540 WFLF translator on 104.5 (W283AN) has now moved to 102.5 (W273CA). The WMGF 107.7 HD-2 on 102.5 (called themselves 102.5 WLOQ) is no more. Their website now says you can only hear WLOQ on 107.7 HD-2 (or online & I-heart radio). And now 104.5 is a translator for WTKS 104.1 HD-2 running an urban format calling themselves 104.5 The Beat. 104.1's HD-2 used to carry 540 WFLF, this has now moved to WMGF 107.7 HD-3. From what I can see on their coverage maps 102.5 seems to cover a little more east of the city, and 104.5 seems to cover a little more west of the city. The previous jazz format on 102.5/107.7 HD-2 got a 0.9 in the Holiday book and averaged about a 1.4 in the previous 3 books. I'm sure the local morning show WLOQ has will be gone soon along with their ratings seeing their no longer on analog.
 
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Total knee jerk reaction by Clear Channel due to the flip of 101.9. As for the translator format shuffle, they couldn't put The Beat on 102.5 because the owner of that translator forbid's that type of programming in the contract with Clear Channel. That left them putting it on 104.5 and moving WFLA to 102.5. Hard to believe that CC would rather try selling the urban format instead of the smooth jazz. Besides, do they really think people are gonna abandon Power 95.3? The urban audience had left Jamz a long time ago. Oh that's right.... they're taking a page outta the Cox Jacksonville playbook where the Cox translator there has been putting a BEATing on the Clear Channel's "Beat".
 
I can't see the actual breakdowns, but the WMGF 107.7 HD-2 & 102.5 translator just got a 2.0 in the January book, their highest ratings ever. They'll never see that again. If memory serves me correctly, the original 103.1 WLOQ didn't do much better (perhaps around a 3.0) and they were at least a full power station, not an HD-2 / translator.
 
FrankF said:
I can't see the actual breakdowns, but the WMGF 107.7 HD-2 & 102.5 translator just got a 2.0 in the January book, their highest ratings ever. They'll never see that again. If memory serves me correctly, the original 103.1 WLOQ didn't do much better (perhaps around a 3.0) and they were at least a full power station, not an HD-2 / translator.
Click to expand...

Sorry, I have to write it. WMGF HD-2 fell from a 2.0 to a 0.8 in the February book without their 102.5 translator.
 
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