Update 3/20: With the KSGG calls moving to 1230, 97.3 is now KOLC which fits both of the previously registered Click973Reno.com and LittleCity973.com.

Update 3/18: 97.3 is now running a loop directing listeners to 104.9. The programming on K285EQ is now being originated by 1230 KJFK (which will soon assume the KSGG calls from 97.3), which dropped its previous Liberal Talk format.

Original Report 3/6: Urban “Swag 97.3” KSGG Carson City/Reno has begun promoting an upcoming move to 104.9.

The move will shift the Americom owned from the 87kW Class C signal of 97.3 to a 240 watt translator. K285EQ places a city-grade signal over all of Reno and adjacent Sparks. The translator had been rebroadcasting sister Classic Hits “103.7 The River” KODS.

While no date has been set for the completion of the transfer to 104.9, two domains have been registered by Americom for use by 97.3. LittleCity973.com and Click973Reno.com don’t tell us much about potential formats. The “Click” brand is used by Modern AC’s in Dayton and Seattle. “Little City” is a reference to Reno’s slogan of “The Biggest Little City In The World”.

In addition to 97.3, Americom operates Variety Hits “Bob 93.7” KZTQ, CHR “Alice 96.5” KLCE, Classic Hits “103.7 The River” KODS, AC “Sunny 106.9” KRNO, Liberal Talk 1230 KJFK and Sports “CBS Sports 1270/96.1” KBZZ.