iHeartMedia flipped Alternative “Alt 104.9” KLLT Columbia IL/St. Louis to a simulcast of Adult R&B “Majic 103.7” W279AQ Mascoutah/KATZ-HD2 at 10am on Friday.
“Majic 103.7/104.9” marks the fifth different frequency combination for the “Majic” brand in St. Louis. The brand was on 107.7 from 1979 to 1997, 104.9 from 1997-2012, moved to 100.3 until 2014 and then was resurrected on the 103.7 translator in May 2017.
The now former Alternative format debuted in October 2016 to bring former “105.7 The Point” KPNT’s morning host Woody’s syndicated show back to the market.
KLLT registered a mere 1.0 share in the June 2020 Nielsen Audio ratings, well behind KPNT’s 5.6. W279AQ did not appear in the ratings.
elcartero
103.7 seems pretty redundant given that it broadcasts from the same tower as full-power 104.9. Maybe they should make it a new BIN affiliate.