A significant format change by iHeartMedia in Milwaukee has triggered a series of programming shifts across Wisconsin's sports radio landscape. The decision to flip "97.3 The Game" WRNW to an adult contemporary station has led to new homes for its former shows and a major network realignment involving Midwest Communications and Audacy.
This move creates a new competitive dynamic in regional sports broadcasting, with two distinct networks now vying for listeners in key markets throughout the state.
Key Takeaways
- iHeartMedia changed Milwaukee's "97.3 The Game" WRNW to an adult contemporary format, now called "B97.3".
- The original "Game" programming continues on WTSO in Madison, online, and on WBIZ in Eau Claire.
- Midwest Communications dropped "The Game" on its stations in Green Bay, Wausau, and Duluth.
- Midwest Communications has aligned with Audacy's new "Wisconsin Sports Radio Network," broadcasting content from Milwaukee's "105.7 The Fan."
Milwaukee Format Change Sparks Statewide Radio Shifts
The primary catalyst for the recent changes was iHeartMedia's decision to cease broadcasting sports talk on its Milwaukee station, WRNW. On Monday, the station, formerly known as "97.3 The Game," was rebranded as "B97.3," adopting an adult contemporary music format.
This strategic shift in Wisconsin's largest media market effectively removed iHeartMedia's sports talk brand from the powerful FM frequency, setting off a chain reaction that has redefined sports radio affiliations across the state.
Understanding Radio Station Identifiers
Radio stations are often known by their branding (e.g., "The Game") but are officially licensed under call signs like WRNW. They may also broadcast on multiple frequencies, such as an AM station (1400 WBIZ) and an FM translator (98.7 W254CN), to expand their reach.
Where to Find 'The Game' Programming Now
Despite the end of its broadcast in Milwaukee, the on-air talent and programming from "The Game" have not disappeared. Listeners can continue to follow their favorite shows through several other iHeartMedia outlets.
The full lineup remains available on "1070 The Game" WTSO in Madison and can be streamed globally via the 973TheGame.com website. This ensures that the established shows maintain a presence in a key Wisconsin market and for a dedicated online audience.
Broadcast Expansion in Western Wisconsin
Additionally, some of the shows will be broadcast on "98.7 The Fan" in Eau Claire, which operates on 1400 WBIZ AM and its FM translator, 98.7 W254CN. This station also incorporates some programming from its sister station in Minnesota, "100.3 KFAN" KFXN-FM, creating a hybrid sports talk format for the region.
The daily schedule for the relocated "Game" programming is as follows:
- 6:00 AM - 10:00 AM: Bill Schmid and Armen Saryan
- 10:00 AM - 2:00 PM: Doug Russell and Nick Bruesewitz
- 2:00 PM - 6:00 PM: Drew Olson and Kevin ‘KB’ Brandt
Midwest Communications Partners with Audacy's New Network
In a major strategic response to the iHeartMedia change, Midwest Communications has ended its affiliation with "The Game" programming. According to reports from Northpine, the company has dropped the shows from its stations in Green Bay, Wausau, and Duluth, Minnesota.
Instead, Midwest Communications will now carry content from the newly formed "Wisconsin Sports Radio Network." This network is a joint venture between Audacy and Inside Wisconsin, built around the programming of Audacy's Milwaukee station, "105.7 The Fan" (1250 WSSP/105.7 W289CB).
A New statewide Sports Network
The Wisconsin Sports Radio Network, which officially debuted in the last month, leverages the on-air talent from Milwaukee's 105.7 The Fan to create a unified, statewide sports talk broadcast for affiliated stations.
This move significantly expands the reach of Audacy's Milwaukee sports content into several other key Wisconsin markets, creating direct competition for the remaining iHeartMedia sports broadcasts.
Stations Adopting the New Network
Several Midwest Communications stations are now part of this new network:
- Green Bay: The newly expanded 1440 WNFL and 101.9 W270AJ
- Sturgeon Bay: 99.7 WDKF
- Wausau Market: "93.9 The Game" (1390 WRIG/93.9 W230BU)
- Superior, WI / Duluth, MN: "710 The Game" WDSM
The New 'Wisconsin Sports Radio Network' Lineup
Listeners on the newly affiliated Midwest Communications stations will hear the daily lineup broadcast from Milwaukee's "105.7 The Fan." The schedule features several well-known Wisconsin sports personalities.
The daily programming includes:
- 6:00 AM - 9:00 AM: "Inside Wisconsin Sports" with hosts Trevor Thomas and Josh Albrecht.
- 9:00 AM - 12:00 PM: "Nine2Noon with Kuhn," featuring former Green Bay Packer John Kuhn and co-host Ramie Makhlouf.
- 12:00 PM - 2:00 PM: A midday show with former Packers kicker Mason Crosby and Mitch ‘Thunder’ Nelles.
- 2:00 PM - 5:00 PM: "Wisconsin Sports Daily" hosted by Steve ‘Sparky’ Fifer.
This programming shift solidifies two distinct sports radio networks operating within Wisconsin, one led by iHeartMedia based out of Madison and the other by Audacy, broadcasting from Milwaukee. The competition for listeners, particularly in markets like Green Bay and Wausau, is expected to intensify following these realignments.