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WXBQ Tri Cities re-branding?

Just saw on Radio Insight where it looks like Bristol Broadcasting is planning on re-branding WXBQ as "96.9 The Bull". Kind of odd for a heritage, market leading station, but it certainly will be a clearer and better brand & image.
 
And this hour is brought to you by Schlitz Malt Liquor, "Don't Say Beer, Say Bull". Enter sound effects of Bull crashing through radio control room.
 
They rebranded Super 102 in Charleston, West Virginia as Electric 102.7 and it was popular under its original name. So unless they rebrand the Paducah, Kentucky one or Charleston country signals they own too I see it as a doubt.
 
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