WISX Philadelphia Gets Real With Throwbacks

Real 106.1 Mix WISX Philadelphia Chio ThrowbacksAfter a brief all-request stunt, iHeartMedia has flipped Hot AC “Mix 106.1” WISX Philadelphia to Classic Hip-Hop “Real 106.1“.

WISX had been hurt by CBS Radio’s launch of AC “Today’s 96.5” at the start of this year. In the May 2017 Nielsen Audio ratings, WISX ranked 18th in the Philadelphia market with a 2.1 share. The new format is the second attempt at Classic Hip-Hop in the market. Urban One’s “Boom 107.9” WPHI was Classic Hip-Hop from November 2014 until its move to 103.9 and addition of currents in September 2016.

The new format is running commercial free through the July 4 weekend. Chio will remain in place for mornings, but the station drops the syndicated Ryan Seacrest and Mario Lopez with the change.

Listen to the launch of Real 106.1 at FormatChange.com.

iHeartMedia Philadelphia announced today the debut of the new Real 106.1, Philly’s Real No. 1 for Throwbacks, effective immediately.

Real 106.1 will broadcast a variety of Hip Hop, R&B and Rhythmic music from the ‘90s and early 2000’s, including songs from popular artists such as Notorious B.I.G., Eminem, Beyoncé, Rihanna and Kanye West. The station will continue to feature Chio in the Morning, the popular local morning show heard in the community for 14 years.

“We’re thrilled to launch a station that really represents Philly,” said Brian Check, Senior Vice President of Programming for iHeartMedia Philadelphia. “We hear from our listeners all the time that this music is fun, infectious and timeless, so we can’t wait to bring these songs back to the airwaves.

“This will be amazing for our listeners and our partners,” said Richard Lewis, President of iHeartMedia’s Philadelphia Region. “Our Philadelphia stations already reach two out of three Adults 25-54 in the market; and now after our quest to connect with even more people in the area, we’ll be able to deliver even more entertainment, companionship and connections for Philly radio listeners and a larger audience for our partners.”

Original Report 10:30am: Has iHeartMedia pulled the plug on Hot AC “Mix 106.1” WISX Philadelphia?

As of 10:00am, morning host Chio has thrown out the format and is asking listeners what they want to hear on the frequency. “We don’t want to be the same like all the others. There’s ten stations playing Taylor Swift. Do we really need another station playing that?” All references to the Mix brand are gone.

Among the songs heard so far include Metallica’s “Enter Sandman”, Matchbox Twenty “Bright Lights”, Linda Ronstadt “It’s So Easy”, 69 Boyz “Tootsie Roll”, and Fleetwood Mac “Gypsy”.


Posted by Real 106.1 on Thursday, June 29, 2017

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  1. Nathan Obral says

    Shades of when then-WMVX/106.5 threw out their hot adult contemporary format and stunted with the same “everything but the kitchen sink” non-playlist playlist.

  2. Joe says

    Just what we need to fill the over saturated urban dial. But if you ask the great D.E., he would say its going to make big bucks, advertiser friendly, not like the Rock or Alternative unsellable formats. Even though the only three rock formatted station in this market are always in the top five.

    1. Charles Everett says

      You didn’t see the May ratings survey. iHeartMedia dominates the African American audience with WDAS #1 overall and Power 99 tied for #8. Real 106.1 is set up as a flanker to WDAS and Power 99.

  3. homerjay says

    Yes, of course. Who would listen to someone with decades of experience, understanding the ins and outs of the business? Someone whose livelihood has depended on understanding what does and doesn’t work well.

    Of course, he didn’t actually weigh in, so putting words in anyone’s mouth is unwarranted at this point.

  4. Aaron says

    Looks similar to Q102/SF, or Hot 96.9/Boston minus the currents. It’s Classic Rhythmic rather than Classic Hip-Hop like Boom was.

    1. Aaron says

      Well, a small amount of recurrents and currents- “I’m The One” and “One Dance” are in there. I’d bet on hearing “Despacito” at some point too.

  5. Joe says

    They have been running an HD3 for a month now simulcasting the HD2, 1480 Jazz format. Perhaps they might slide the Mix to the 2 and move Jazz to the 3.

    1. ksradiogeek says

      There’s no need to keep Mix around.

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