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WMUV Rebrands Again; Shifts Focus Away From Jacksonville

Bull 100.7 Country Legends WMUV Brunswick Jacksonville Renda Southern GeorgiaIn late February, Renda Broadcasting shifted “Country Legends 100.7” WMUV Brunswick, GA/Jacksonville, FL to Mainstream Country with the broader “Country 100.7” moniker.

That branding is already kaput. The station has changed its name once again to “100.7 The Bull“. With the name change, for the first time since the late 1980’s, the station is pulling its focus out of the Jacksonville market and focusing on Southern Georgia. On-air imaging presents the station as “South Georgia’s Big Old Bull“.

Renda also owns Country “99.9 Gator Country” WGNE in Jacksonville. Removing “The Bull” from the market makes it a two way competition between WGNE and Clear Channel’s 99.1 WQIK for the Country audience in Jacksonville.

WMUV is a Class C0 operating with 62kW at 449 meters from a tower located near Kingsland, GA right by the Flordia/Georgia state line. Its city-grade signal cut right through the center of Jacksonville but lacked coverage of the southern portion of the market.

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Lance Venta is the Owner and Publisher of RadioInsight.com and a consultant for RadioBB Networks specializing in integration of radio and the internet. Lance has two decades of experience tracking the audio industry and its use of digital platforms.

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