YEA Media Group is launching a 24/7 Variety Hits format built around personality Greg Beharrell.

“Greg-FM” is described as a “refreshing new approach to the format” combining “the creative genius of Beharrell, the radio wisdom of consultant Mike McVay and YEA Media Group”. Core artists are listed as including Journey, P!nk, U2, Joan Jett, Sugar Ray, Alanis Morissette and more.

YEA Media Group President Shawn Nunn said, “Greg Beharrell is the funniest person in radio, so we thought, why limit him to one daypart. Adult Hits and Adult Variety needed to evolve, and now it has with Greg FM. On Greg FM, the callers will be fresh and real, the music will be on target, and listeners will keep coming back because you truly never know what will happen next. There’s nothing else on the radio like Greg FM.”

When reached for comment, Greg Beharrell – who is Greg FM – seemed to speak about himself in the first, second, third and fourth person, “I was talking to you and Greg about the narrative causality being very happy to launch Greg FM.”

More information can be found by reaching out to Director of Affiliate Sales, Scott Kerr at scott@yeamediagroup.com.