Charlotte, NC is set to experience a significant shake-up in its radio landscape. Radio One has confirmed a four-station frequency shuffle, beginning on Thursday, December 11. This move will bring a full-powered FM simulcast to News/Talk 1110 WBT, a long-standing local voice.
Key Takeaways
- News/Talk WBT will gain a 100kW Class C FM simulcast on 107.9 FM.
- Hot AC 'Mix 107.9' WLNK will move to 100.9 FM and 99.3 FM.
- Gospel 'Praise 100.9' WPZS will transition to 102.5 FM and 610 AM.
- The changes aim to strengthen Radio One's market position and listener reach.
WBT Moves to Powerful FM Signal
The biggest change involves News/Talk 1110 WBT. This station will now be simulcast on a powerful 100-kilowatt Class C FM signal at 107.9 FM. This frequency previously housed Hot AC 'Mix 107.9' WLNK.
The 107.9 frequency has a historical connection to WBT, having served as WBT-FM from 1962 to 1978. This return to its roots marks a significant upgrade for the news and talk format, expanding its reach across the Charlotte metropolitan area.
Did You Know?
The 107.9 FM frequency is a Class C signal, capable of broadcasting with 100,000 watts of power. This is a substantial upgrade compared to the suburban rimshot signal previously used for WBT-FM at 99.3 FM.
'Mix 107.9' Finds New Homes
The Hot AC format, currently known as 'Mix 107.9' WLNK, will not disappear. Instead, it will relocate to two new frequencies. The primary frequency will be 100.9 FM, currently home to Gospel 'Praise 100.9' WPZS.
In addition to 100.9 FM, 'Mix' will also add a simulcast on 99.3 FM. This 99.3 FM signal was previously occupied by WBT-FM (Chester, SC). The station will adopt new WMXG call letters for these frequencies. These new homes will place the Hot AC brand on a pair of Class A rimshot signals.
Gospel and Hip Hop Formats Shift
The Gospel format, currently 'Praise 100.9' WPZS, will also move. It will transition to 102.5 FM and 610 AM, which currently broadcasts Hip Hop '102.5 The Block' WFNZ. The WPZS calls will move to these new frequencies.
Furthermore, the Gospel format will be available on 105.3 WOSF-HD2 in Gaffney. These changes ensure the Gospel programming continues to serve its audience, albeit on different dial positions.
"We are thrilled to elevate WBT to the FM dial, ensuring that even more listeners can connect with the voices they trust every day. These moves further strengthen our position in the market and reinforce our commitment to serving Charlotte with the best local programming, news, and entertainment."
Market Impact
Radio frequency shuffles are common strategies in the broadcast industry. They often aim to optimize signal strength, reach new audiences, or consolidate formats to better compete in local markets. These changes can significantly impact listener habits and advertising revenues.
Strategic Moves for Radio One
These frequency changes represent a strategic effort by Radio One to optimize its offerings in the Charlotte market. By moving News/Talk WBT to a powerful FM signal, the company aims to increase its accessibility and listenership for a key demographic.
The general manager, Marsha Landess, emphasized the company's commitment to delivering strong local programming, news, and entertainment. The consolidation of 'Mix 107.9' onto two Class A signals suggests an effort to maintain its audience while making way for the WBT expansion.
Listener Adjustments
Listeners in Charlotte will need to adjust their presets and radio dials to find their favorite stations. The shift is designed to enhance the overall listening experience for some formats, particularly for News/Talk WBT.
The transition is expected to be seamless, with all changes taking effect on December 11. Radio One has likely planned extensive promotional campaigns to inform listeners about the new frequencies.
- News/Talk WBT: Move from 1110 AM and 99.3 FM to 1110 AM and 107.9 FM.
- Hot AC 'Mix 107.9' WLNK: Move from 107.9 FM to 100.9 FM and 99.3 FM (WMXG).
- Gospel 'Praise 100.9' WPZS: Move from 100.9 FM to 102.5 FM, 610 AM, and 105.3 WOSF-HD2.
This comprehensive reshuffling highlights the dynamic nature of local radio broadcasting. Companies continually adapt to listener preferences and technological advancements to maintain their relevance and reach.