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Alternative Underground Comes To Kansas City

102.5 The Underground Nash Icon Kansas City K273BZ KCMO-HD2 96.5 The BuzzAs the Royals were wrapping up the World Series last night, Cumulus flipped Country “102.5 Nash Icon” K273BZ/KCMO-HD2 Kansas City to Alternative “102.5 The Underground“.

The flip gives Kansas City a second Alternative station joining Entercom’s “96.5 The Buzz” KRBZ. This also makes the first station for Cumulus to flip away from the Nash or Nash Icon initiative following the departure of the Dickey Brothers.

K273BZ registered a 0.4 share in each of the past three Nielsen Audio PPM monthlies going up against three other Country stations in the market. KRBZ is currently ranked seventh overall with a 5.3 share of the local audience.

Cumulus Media announces that Kansas City’s newest radio station launched today with the debut of 102.5 The Underground, Kansas City’s New Rock Alternative (KCMO-HD2). 102.5 The Underground will feature 102 minutes of commercial-free underground music all day, every day for Kansas City and signed on with wall-to-wall music at 12:01 a.m. The station also launched its new website, www.1025theunderground.com today.

Donna Baker, Midwest Regional Vice President for Cumulus Media and Market Manager for Cumulus Kansas City said: “Kansas City rock fans have been asking for a true Alternative station for years. We built 102.5 as requested, and will deliver the most and absolute best music in the format. This passionate audience is the perfect addition to our winning lineup of seven Cumulus KC stations and the Kansas City Chiefs Radio Network.”

Troy Hanson, Corporate Programming/Rock Formats for Cumulus said: “We are delighted to give Kansas City an Alternative choice as we continue to add to our platform in the ALT arena and our strategic cluster portfolio with 102.5 The Underground. Donna Baker, Dan McClintock and their crew are top notch in delivering entertainment and results to both our audience and clients alike. With artists like Twenty One Pilots, Foo Fighters, Muse and The Black Keys anchoring our pathway, we like our positioning and are excited to serve the community with this strong programming.”

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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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