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Why is 99.3 WZAX, a Rock station playing Christmas music

Rumor has it a format flip is coming. My bet is on a return to something like what they were doing in their "New Mix" days. With a limited signal, and with so many signals coming in from outside the area, they need a niche format. Life 103.1 seems to be enjoying success with its (limited signal and) niche format.
 
BTW: WZAX's sister station, WRMT, is also playing Christmas music. Now that's a signal challenged station. I wonder why First Media hasn't applied for a translator for 1490. At any rate, I'm guessing they'll be a format flip there, too. Whatever the format, it's got to be an improvement on 1490's pre-Christmas music religious format. The technical sound of the station under that format was horrendous.
 
1490 was still playing holiday music today, too. My guess is they simply aren't ready to roll out the new formats yet. It might be, for example, that key advertisers have not yet been contacted. Typically station GMs like a certain number of advertisers lined up prior to throwing the switch. Also, First Media's GM is new and relatively inexperienced. He simply may have not realized everything that had to be in place (and how much time is needed to get the elements in place).
 
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