RadioInsight - Domain Insight 4/8: Does 107.9 Sacramento’s New Call Letters Indicate Anything About Future Plans?

[membership level="2,3"] iHeartMedia has been granted call letters for its construction permit to resurrect the 107.9 allocation in Sacramento. With the grant, the facility is one step closer to launching, but how much should we look into what those calls mean for what format will come when it does commence operations. The 107.9 CP has been granted the KSTE-FM call letters, which on paper at least would indicate a simulcast of Conservative Talk 650 KSTE . KSTE currently ranks thirteenth in the Sacramento market with a 3.3 share where it serves as a flanker to the company's News/Talk 1530 KFBK /93.1 KFBK-FM and its currently third ranked 6.5 share. Would the company want to dedicate a second full-powered FM to a simulcast of an AM? Shortly after the FCC's auction that netted iHeartMedia the 107.9 allocation, iHeartMedia registered a dozen domains for use in Sacramento that we identified back then . Those domains were: 80s1079.com , 1079KFBK.com , 1079TheGame.com , Big1079.com , Cali1079.com , ElPatron1079.com , Hits1079.com , Kiss1079.com , PowerHits1079.com , Talk1079.com , TheBull1079FM.com , and Tu1079.com . We're not sold on 107.9 becoming a permanent simulcast of 650 KSTE, rather using the call letters as a misdirection. Sources in the market tell us that the company has spoken to a few former on-air talents from music stations for roles with the new station. One of the dozen domains above had social media profiles reserved in September (See @Big1079 on Instagram and Twitter ). If " Big 107.9 " is to be the future brand for KSTE-FM, that narrows the format likelihood to Country or Classic Hits. iHeart previously operated Country on 92.5 as " The Bull ", which has then been on its 107.1 translator since November 2018 . It currently holds a 0.3 share, while Bonneville's 105.1 KNCI is tied for third with a 6.5 share. Results Radio's Class A " 101.5 K-Hits " KCCL currently fills the Classic Hits hole in the market but does not subscribe to Nielsen's ratings. An iHeart Classic Hits would attack not only KCCL, but also would position itself between Audacy's market leading Classic Rock " Eagle 96.9 " KSEG and Bonneville's second ranked AC " Mix 96 " KYMX allowing them to chip away at both as well. [/membership]

Domain Insight 4/8: Does 107.9 Sacramento’s New Call Letters Indicate Anything About Future Plans?

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Domain Insight 4/8: Does 107.9 Sacramento’s New Call Letters Indicate Anything About Future Plans?

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