WBWR made its flip to Alternative “105.7 The X” at 3:00pm today.

The gold leaning format is branded as “Columbus’ Rock Alternative” and launched with Black Keys “Gold On The Ceiling”, Lit “My Own Worst Enemy”, and Franz Ferdinand “Take Me Out”.

Original Report 12:40pm: iHeartMedia Rock “105.7 The Brew” WBWR Hilliard/Columbus, OH is currently stunting with music from the Ohio State University Marching Band.

At 3:00pm the station will bring back the Alternative “X” brand that was dropped by sister 106.7 WCGX in September when that station flipped to Urban “106.7 The Beat” WZCB. X1057.com, TheXColumbus.com, and XColumbus.com were registered by iHeart a few weeks ago and are already redirecting to WBWR’s site. A message on the former Facebook page for WCGX states to tune into 105.7 today at 3:00pm.

The move to Urban paid off for 106.7 in the November 2014 Nielsen Audio PPM ratings as it rose from a 2.4 share in its final monthly with Alternative to 3.9 in its first Urban monthly. Concurrently, Alternative competitor “CD 102.5” WWCD Baltimore, OH rose from a 2.6 to 3.2 following the demise of its competitor. Meanwhile The Brew’s Rock format remained in the upper 1’s with a 1.7 share.