As we first reported on Thursday, SummitMedia has pulled a three-way format flip in Birmingham.
The big move is at 97.3 where Soft AC “Easy 97.3” WEZZ-FM Gardendale gives way to Hot AC “97.3 Play” WPYA. Launching with 10,000 songs commercial-free, the new format fills the music vacancy in the market between iHeartMedia CHR “103.7 The Q” WQEN and AC “Magic 96.5” WMJJ.
To make way for the new Play, the “Easy” Soft AC format moves to 1320 WENN/102.1 W271BN Birmingham and Gospel 610 WAGG moves its FM rebroadcast from 102.1 to 100.1 W261BX. The changes all took place simultaneously at 3:00 this afternoon.
Birmingham has a new radio station, 97.3 PLAY owned and operated by SummitMedia LLC. The music format, new to Birmingham, is known as Hot Adult Contemporary. It features a mix of today’s contemporary hits and classics from 2000 through today. Artists include Adele, Maroon 5, Katy Perry, Taylor Swift, The Weeknd, Meghan Trainor, Justin Bieber, Ellie Goulding, Coldplay, Justin Timberlake and many others.
The format will launch with 10,000 songs in a row. “We have talked with hundreds of listeners who enjoy contemporary music but want less talk and commercials,” according to Bill Tanner, Senior Vice-President of SummitMedia.
“We’re excited to add this new Hot Adult Contemporary format to our SummitMedia stations,” commented John Walker, President and Market Manager of SummitMedia/Birmingham. “We now will offer our clients a full range of formats across all age groups.”
The soft adult contemporary station Easy 97.3, will move to 102.1. The FM portion of Gospel WAGG will now be heard at 100.1.