Positioned as “Miami’s Bangin’ Hip Hop” and debuting with 2,000 songs in a row, the flip brings back the format and moniker used by the station from 2002 until May 2012, when it flipped to Spanish Hot AC “Super X“. The station then flipped to Variety Hits “She 103.5” and then rebranded as “Variety 103.5” this past April. In the September 2013 PPM’s the station registered a 1.7 share of the market.
The move back to Urban places the station back in direct competition with Cox Media’s “99 Jamz” 99.1 WEDR, which currently ranks third in the market with a 6.1 share. The station’s launch package took direct aim at WEDR, proclaiming the true Hip Hop leader in the market is back.