Milwaukee sports radio station 97.3 The Game has abruptly ended its sports-talk format, relaunching as an adult contemporary music station named B97.3 FM. The change, implemented by parent company iHeartMedia on October 13, followed the recent layoffs of several prominent on-air personalities and has shifted key sports broadcasts to other local stations.
Key Takeaways
- Milwaukee's 97.3 The Game, a popular sports-talk station, has been replaced by B97.3 FM, which plays adult contemporary music.
- The format change occurred at noon on October 13 as part of a restructuring by parent company iHeartMedia.
- This switch followed the recent dismissal of well-known morning show hosts Steve Czaban and Brian Butch.
- Live broadcasts for the Green Bay Packers and Wisconsin Badgers have been moved to 95.7 FM (WRIT).
- Remaining sports personalities will continue their shows on the iHeartRadio app and on 1070 The Game in Madison.
Sudden Shift in Milwaukee Radio Landscape
Listeners of 97.3 The Game were met with a major surprise on October 13. One day after broadcasting a Green Bay Packers game, the station ceased its sports programming entirely. At 12:00 PM, the station officially rebranded as B97.3 FM, launching its new music format with the song "Happy" by Pharrell Williams.
The decision by iHeartMedia to alter the station's format came as a shock to many local sports fans. The change was implemented during a particularly high-stakes period for Wisconsin sports, with the Milwaukee Brewers in the midst of a significant playoff run and the Green Bay Packers having a promising season.
A Strategic Restructuring
The format flip is part of a broader corporate restructuring by iHeartMedia. Such changes often involve re-evaluating market demographics, advertising revenue, and programming costs to optimize a company's portfolio of stations in a specific city.
Impact on On-Air Talent and Programming
The format change was preceded by significant personnel changes. Just days earlier, the station had let go of its morning show team, including high-profile host Steve Czaban and his co-host, former Wisconsin Badgers basketball player Brian Butch. Their dismissal signaled that major shifts were underway at the station.
Following the news, Czaban expressed his shock on social media, highlighting the timing of the decision.
"Absolutely jaw dropping," Czaban posted. "In the middle of the Brewers historic feel good World Series run, and a possible Super Bowl season for the Packers. Wow. My heart hearts for everyone. Thank you to all of our listeners. We’re sorry."
According to sources, the sports personalities who were not laid off remain employed with iHeartMedia. Their shows will no longer be available on the Milwaukee FM dial but will continue to be produced. Fans can still access their content through the iHeartRadio app and on the company's sister sports station, 1070 The Game in Madison.
Where to Find Packers and Brewers Broadcasts
A primary concern for listeners is the new home for live game broadcasts. With 97.3 FM no longer carrying sports, iHeartMedia has reassigned its valuable play-by-play rights to other stations in its Milwaukee network.
New Homes for Wisconsin Sports
Listeners will need to adjust their presets to follow their favorite teams. The new broadcast arrangements ensure that coverage of the Packers, Badgers, and Brewers remains available on terrestrial radio in the Milwaukee market.
The new station assignments are as follows:
- Green Bay Packers Games: All Packers broadcasts have moved to 95.7 FM (WRIT).
- Wisconsin Badgers Games: Broadcasts for Badgers sports will also now air on 95.7 FM (WRIT).
- Milwaukee Brewers Postgame Show: The postgame show, hosted by Tim Allen, has been relocated. For the remainder of the season, it will air on WOKY AM-920.
The Future of Sports Radio in Milwaukee
The closure of 97.3 The Game marks a significant change in the local media market. It removes a major player from the sports-talk scene, leaving fewer options for listeners seeking daily local sports commentary on the FM band. The move reflects a larger trend in the radio industry, where companies are consolidating resources and making data-driven decisions about programming formats.
While the digital availability of the remaining shows offers a modern alternative, the loss of a dedicated FM sports station represents the end of an era for many Milwaukee sports fans. The focus now shifts to how the remaining media outlets will serve a passionate and engaged local sports audience.