Update 9/13: Classic Rock “96.7 The Road” debuted this morning. Launching commercial-free until October, the station’s on-air lineup is filled with Premium Choice hosts including WAXQ New York’s Jim Kerr in mornings.

Update 7:40pm: Shine967.com is now redirecting to 967TheRoad.com.

That site is branded as “Greenville’s Classic Rock” which would place the station in competition with Entercom’s “Rock 101” WROQ. For now the station continues its hourly wheel of formats. Among the blocks heard since our original report are CHR, Urban AC, Classic Rock, AC, and 60s/70s Oldies.

Original Report 9/12 2:20pm: Clear Channel Christian AC “Shine 96.7” WROO Mauldin/Greenville SC has dropped its format and has begun stunting with a diverse mix of music and attacks on competing stations.

Among the liners we’ve heard commented on Entercom Alternative “93.3 The Planet” WTPT calling itself New Rock despite playing 20 year old songs and Cox’ “97.7 Chuck-FM” W249CB needing a girlfriend.

Shine 96.7 registered a mere 0.6 share in Arbitron’s Spring ratings. It goes out with the following message on its website:

For the past 5 years, Shine 96.7 has been invited into your homes, your cars, your churches and spent time with your family. We are truly blessed to have been part of your lives.

As of today at noon, Shine 96.7 will no longer be on the air as Positive Hits. We hope we have been able to bring a positive message to your life during our time on the air but there will soon be a new sound to the radio station.

To continue enjoying your favorite Christian Artists, we encourage you to try His Radio 89.3 or with your iheartradio app on your smartphone, Christian Hits.

Again, Thank you for your support of Shine 96.7, its staff and clients,