As predicted, WMYB concluded its Christmas stunt and flipped to CHR “Energy 92.1” at 9:00am this morning.

As noted below, the move gives a direct format competitor to iHeartMedia’s “Mix 97.7” WWXM, which tied for second in the market with a 7.1 share in the Spring book.

Alpha Media, Myrtle Beach announced that Star 92.1 (WMYB-FM) has become Energy 92.1 as of this morning at 9:00am.

Energy 92.1 will feature today’s top hits and recent top 10 recordings. The majority of music will be from the last few years and include artists such as; Justin Bieber, Drake, Sia, Justin Timberlake, Twenty One Pilots, The Chainsmokers, Rihanna, and Ariana Grande. To generate buzz, the station played Christmas music 24/7 for three days prior to the switch.

Alpha Media Market Manager, Josh Gertzog commented on the announcement, “We are excited about Energy 92.1! It gives Alpha Media, Myrtle Beach a chance to operate one of the true heritage formats in the United States – Top 40. Grand Strand listeners didn’t really have a choice with this format, and some stations haven’t made changes in decades. It was time to freshen up the market….and to bring new ‘energy’ to the radio dial!”

“By making the move to Energy 92.1, we will be giving the Grand Strand hands down the most exciting radio station on the dial. The fun won’t just be on the radio with this but also on the streets…we’ll be everywhere,” remarked Program Director, BJ Kinard.

Update 9/13: WMYB will debut its new format on Thursday, September 15 at 9:00am.

Original Report 9/12: Alpha Media Hot AC “Star 92.1” WMYB Myrtle Beach has gone into stunt mode with Christmas music.

Calling itself “Christmas Star“, the stunt looks to be paving the way for a new format. WMYB has seen its ratings erode from a 3.6 share in the Spring 2015 Nielsen Audio ratings to a 2.4 in the Spring 2016 as it moved further away from its heritage as the market’s AC station. Part of that has come from increased competition from Byrne Acquisition Group’s “94.5 The Tide” WYEZ Murrells Inlet.

We noted an anonymous registration for Energy921.com in last week’s Daily Domains report. A flip to CHR would give new competition to iHeartMedia’s “Mix 97.7” WWXM, which garnered a 7.1 share in the Spring book.