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Lite 95.7 Bend Rebrands

Lite 95.7 MyFM My FM KLTW Prineville Bend Horizon Broadcast GroupHorizon Broadcast Group AC “Lite 95.7” KLTW Prineville/Bend, OR has rebranded as “95.7 MY FM“.

While retaining its focus on women 35-54, KLTW joins the club of AC stations rebranding to eliminate the older and softer connotations of its long-established brand.

INSTANT INSIGHT: As I write this, its been about 12 hours since the station relaunched yet there is nothing on the station’s website explaining the rebranding (nor a new logo). The station’s Facebook page merely has a new logo. Yet another station failing to establish its digital properties as a go-to source for station information and to establish a connection with the audience.

Lite 95.7 My FM MyFM KLTW Bend

Horizon Broadcasting Group rebranded KLTW-FM Bend, OR from Continuous LITE Rock LITE 95.7 to “95.7 MY FM – Bend’s Best Variety”, effective at 12:01 am on June 23, 2014. KLTW-FM remains an AC station focused on serving the affluent 35-54 female demo.

“Today’s 35-54 year old woman in our digital world wants things newer, with variety, fresh and her way – and they want it now,” said Keith Shipman, President & CEO of Horizon. “Today’s woman has her own career, her own Facebook page, Twitter account and they want a radio station that they can perceive as their own. That’s exactly what 95.7 MY FM has become – the Bend’s Best Variety focusing on contemporary music from the 80’s to now – meeting all of the criteria of a radio station for today’s 35-54 woman.”

95.7 MY FM air personalities include Jeffrey Brian Nelson (5 am – 10 am), Tavis Buchan (10 am – 2 pm), John Tesh (2 pm – 7 pm) and Delilah (7 pm – Midnight), John Tesh (Midnight to 5 am) and Lauren Creagan (weekends). 95.7 MY FM is also heard at 93.7 mhz in Prineville. Robin Fox is the Program Director for 95.7 MY FM.

95.7 MY FM provides local news and information weekday mornings, is actively involved as a partner to many non-profit organizations in Central Oregon, and will continue to feature its “Weekend Getaway” contest each Friday, Teacher of the Week recognition and a variety of other contests throughout the year. 95.7 MY FM will carry on a decade old tradition of Christmas Music during the holiday season.

“95.7 MY FM and its active Adult Contemporary presentation is a perfect companion for THE PEAK 104.1 (KWPK-FM), our Hot Adult Contemporary station, 105.7 KQAK-FM, our Classic Hits station and 104.5 FM/1340 AM News Radio KBNW – creating a powerful marketing combination for local, regional and national advertisers attempting to reach prime consumer groups in Central Oregon,” said Shipman.

Horizon Broadcasting Group, LLC owns and operates five radio stations in Central Oregon, and operates KBNW-AM (1340 khz and 104.5 mhz) under a Local Marketing Agreement with Summit Broadcasting Group, LLC. HBG’s stations in Central Oregon include KQAK-FM (105.7 mhz, Rock & Roll’s Greatest Hits), KWPK-FM (THE PEAK 104.1 mhz, Hot Adult Contemporary), KLTW-FM (MY FM, 95.7 mhz, Adult Contemporary), KWLZ-FM (simulcasting KBNW-AM at 96.5 mhz) and KRCO-AM (690 khz and 96.9 mhz, Country’s Greatest Hits). HBG also operates www.mycentraloregon.com.

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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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