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Star 100.9 Rises Over Richmond

Star 100.9 Easy WHTi Richmond SummitMedia Bill ShellySummitMedia Soft AC “Easy 100.9” WHTI Lakeside/Richmond VA flipped to Classic Hits this morning.

Now branded as “Star 100.9“, the station is positioning itself as the “Best Of The 70s, 80s and More”. The move gives Richmond a second Classic Hits station as WHTI will now directly compete with Alpha Media’s 107.3 WBBT.

Morning hosts Bill Bevins and Shelly Perkins remain in place at Star 100.9, while the station continues to be jockless in all other dayparts. The change at WHTI is the second to come to a Richmond market AC in recent months. Right after Christmas, iHeartMedia’s “Lite 98” WTVR-FM relaunched as “Mix 98.1“.

SummitMedia LLC is launching a new local radio format for Richmond listeners. The new STAR 100.9 will program classic hits from the 70s, 80s and early 90s. Featured artists will
include stars such as Elton John, Madonna, Fleetwood Mac, Chicago, Michael Jackson, Rod Stewart, Blondie, Duran Duran, Bon Jovi, The Commodores and more.

The format succeeds Easy 100.9 with a more up-tempo approach designed for listeners between 25 and 55. “People who grew up with Top 40 music wanted a station more in line with what they remember from high school and college days,” said STAR 100.9 Program Director Buddy Van Arsdale, “So we’re giving them just that with the new STAR 100.9.”

The popular morning team of Bill Bevins and Shelly Perkins will be featured on STAR 100.9 as well. “Bill and Shelly are a Richmond institution and our listeners love them,” said Richmond market President Bob Willoughby, “They will continue to be a huge part of everything we do.”

In addition to FM radio the new STAR 100.9 can be heard digitally at star1009richmond.com, the Tune-In Radio app and the SummitMedia mobile app, My Radio Preset.” SummitMedia Richmond stations also include Country K-95 (WKHK-FM), Classic Rock 96.5 (WKLR-FM), Adult Contemporary 103.7 Play (WURV-FM) and Top 40 Hot 106.1 (WURVHD2-FM).

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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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