Update 4/2: The Beat debuted this morning as a Mainstream Urban positioned between Brewer Media’s “Power 94” WJTT and “Groove 93” WMPZ.

The station becomes the Chattanooga affiliate for the Steve Harvey Morning Show and Keith Sweat Hotel in evenings.

Update 4/1: 96.1 is now stunting with a loop of Michael Jackson’s “Beat It”.

Original Report 3/4: Clear Channel will soon bring a second Urban into the Chattanooga market.

The company registered TheBeatChattanooga.com in late February. The site currently features the company’s blank site template. We expect the new station will make use of Immanuel Broadcasting’s 96.1 W241AF Rossville, GA. That translator has a CP to increase from 10 to 250 watts and will rebroadcast Clear Channel’s 100.7 WUSY-HD2.

ChattanoogaMediaForum.com reported a few weeks ago that Clear Channel struck a deal with Immanuel to program 96.1 in exchange for IBN to program 103.7 WKXJ-HD2 to feed its other translators in the market. The companies have a similar arrangement in Atlanta where Clear Channel programs 92.3 W222AF as a simulcast of News/Talk 640 WGST.

An Urban launch would place the station in competition with Brewer Media’s “Power 94” WJTT. In the past year Clear Channel has launched Urban’s on translators in Birmingham and Lexington.

Clear Channel operates four FM’s in Chattanooga. Variety Hits “98.1 The Lake” WLND, Country “US 101” WUSY, CHR “103.7 Kiss-FM” WKXJ, and “Rock 105” 104.5 WRXR.