Update 12:05pm: Alternative Rock officially returned to Atlanta a little after 12:00pm as Clear Channel formally launched “Radio 105.7“. With imaging/presentation similar in vein to sister “Radio 104.5” WRFF Philadelphia, the station is taking a broader approach to the format than recent attempts in the market.

Former “Project 96.1” host Aly, who recently returned to Clear Channel at Classic Rock “101.3 The Brew” Grand Rapids was among the first voices heard on the station. She will regularly heard in mornings from 5-10am. The rest of the lineup will feature Roche from 10am-1pm, Jordin Silver from 1-4pm, Mike Jones 4-9pm, and Kevin from 9pm-1am.

Listen to the debut of “Radio 105.7” at FormatChange.com.

The first hour of “Radio 105.7” featured:
REM – End Of The World As We Know It (And I Feel Fine)
Imagine Dragons – It’s Time
James – Laid
Lumineers – Ho Hey
Weezer – Say It Ain’t So
Awolnation – Sail
Primitive Radio Gods – Standing Outside a Broken Phone Booth with Money in My Hand
Neon Trees – Everybody Talks
Foo Fighters – All My Life
Of Monsters And Men – Little Talks
Red Hot Chili Peppers – Under The Bridge
Passion Pit – Take A Walk
Incubus – Dig
Pearl Jam – Just Breathe
311 – All Mixed Up
The Black Keys – Howlin’ For You

Update 3/28 11:05am: At 10:57am, “Wild 105.7/96.7” cold-segued from Outkast’s “Rosa Parks” into the beginning of a stunt loop of REM’s “Radio Song” and “What’s The Frequency Kenneth“.

Original Report 3/28 8:15am: No market has undergone more upheaval over the past 12 months than Atlanta. As the fallout from the first batch of flips last Labor Day Weekend becomes clearer, one more change is on the horizon.

Clear Channel Rhythmic CHR “Wild 105.7/96.7” WWVA-FM/WWLG was most affected by the launch of new Mainstream CHR sister “Power 96.1” WWPW. Dropping to a 1.8 share in the February PPM monthlies, the station is about to headed on a new path.

Four domains have been registered by Clear Channel that clearly indicate the new direction for the simulcast: Radio1057.com, Radio1057and967.com, AtlantaAlternative.com, and AtlAlternative.com.

The current based Rock audience was most affected by last year’s shifts as the market lost Active Rock “Project 96.1” WKLS, Alternative “99X” 98.9 W255CJ, and AAA “92.9 Dave-FM” WZGC in a matter of weeks. While Cumulus’ “Rock 100.5” WNNX shifted from Classic to Mainstream Rock, there has still been a void for Alternative as the format has been on an up cycle.