Update 3/3: “Lite 104.1” rebranded as “More 104” to match the new KMYR call letters that went into effect a couple weeks ago.
The station is promoting a more upbeat music mix, positioned as “More 104 Picks You Up” and emphasizing a daily block of commercial-free music from 9am to 12pm.
As the station described the change to listeners:
For years, “LITE” has been our name, and described the type of music you’d expect to hear on 104.1 FM. But, music changed and listeners in Des Moines were asking for more upbeat music. And more recent music. So, here we are. More Upbeat Music, more music from todays artists. And we think you’ll like how we put it all together: It didn’t feel “LITE” anymore…so, we’re changing our name to MORE 104, built around the idea that you deserve a little MORE.
Original Report 2/20: A change of some sort appears imminent at Saga AC “Lite 104.1” KLTI-FM Ames/Des Moines following a call letter change this week.
The station changed its calls to KMYR on Monday in what is perhaps the first step towards a rebranding. Over the past few weeks anonymous registrations have been made for More1041.com, More104FM.com, More104Radio.com, and More104Music.com.
Saga does not subscribe to Nielsen, so its ratings are not made public. KMYR is part of a Des Moines cluster that includes Classic Hits 93.3 KIOA, CHR “Hits 99.9” K260AM, Hot AC “Star 102.5” KSTZ, Rock “Lazer 103.3” KAZR, Christian Preaching “Praise 940” KPSZ, and Standards 1350 KRNT.
Owen McCormick 
Joseph_Gallant 
theoutsider 
Lazer 103.3 is KAZR Lance. KLZR is a non-comm at 91.9 in Silver Cliff, CO.
Sounds like maybe a tweak towards Hot AC and then KSTZ will flip to something else? Just an idea.
A few months back, WBEB-101.1 Philadelphia rebranded itself to “More FM”, but left it’s music format largely intact.
Might KLTI simply be rebranding, given that the word “Lite/Light” has fallen out of favor at many Adult Contemporary stations??
Joseph may be on to something there. Although it seems like the AC and Hot AC formats are getting closer in sound in some places. The Lite stations are getting hotter, KLTI is no exception. Since Saga does not subscribe to Nielsen, we don’t have solid evidence to support moving the Rhythmic CHR Hits format from the 99.9 translator to a full market signal. I wouldn’t be surprised if that does happen at some point, as long as it is locally centered. The current Hits 99.9 is programmed out of Milwaukee and the playlist is more pop/dance leaning like Energy 106.9 is in MKE. I think that based on a different competitive situation, a station similar in sound to KDGS or WYRB can stand toe to toe with KKDM with the 18-34 audience if you add some local personalities. A Hits & Hip Hop type of sound, leaving the EMD to Mainstream CHR except for the biggest of songs.