Update 1/1: It was more than just a frequency swap for 100.3 WVBZ and 105.7 WMKS at 5pm.

CHR “105.7 Now” WMKS first moved to 100.3 and immediately began touting another announcement for 5:30pm. At that point, the station rebranded from “Now” to “100.3 Kiss-FM“.

With “The Buzz” moving from 100.3 to 105.7, there was a format adjustment as the station shifted from Active Rock to Alternative. The station is now positioning itself as “The Triad’s New Rock Alternative”. The Greensboro/Winston-Salem market hasn’t had an Alternative formatted station since 94.5 WXRA flipped to Classic Country in 2001.

Original Report 12/20: Clear Channel is promoting a frequency swap in Greensboro/Winston-Salem, NC.

Rock “100.3 The Buzz” WVBZ High Point and CHR “105.7 Now” WMKS Clemmons will trade places on January 1 at 5:00pm.

The swap will place the CHR format on the stronger of the two signals in the market. 100.3 is a Class C running 100kW at 316 meters from a tower just south of Greensboro. 105.7, which moved into the market in 2006, is a Class C1 with 30kW at 472 meters from the northwest edge of the market.

The move should help WMKS against crosstown Dick Broadcasting CHR 107.5 WKZL. In the November PPM’s WMKS registered a 3.7 share to WKZL’s 5.3. The Buzz had a 2.7 share.