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X107.1 Launches Atlanta Alternative Battle

X107.1 X107 Atlanta New Alternative South 107 107.1 WTSH W296BB Rome Cox Media 99XUpdate 6/23: Cox launched “X107.1” at midnight bringing the second Alternative station to the market.

Utilizing the same logo, positioning, and 10,000 songs in a row as sister “X107.3” that launched last week in Orlando, “X107.1” joins Clear Channel’s “Radio 105.7” WRDA Canton/96.7 WRDG Peachtree City in the format. WRDA debuted in March 2013 bringing the format back to Atlanta after the second demise of “99X” in August 2012. WRDA/WRDG registered a 2.6 share in the May 2014 Nielsen Audio PPM ratings, down from a 3.2 share in March

Following the Orlando launch on Thursday, WRDA began utilizing the same “Atlanta’s New Alternative” positioning that WTSH/W296BB are displaying in their logo.

Listen to the debut of X107.1 at FormatChange.com.

The first hour of X107.1 consisted of:
Black Keys – Fever
Paramore – Ain’t It Fun
Cage The Elephant – Shake Me Down
Bleachers – I Want To Get Better
Imagine Dragons – Demons
Panic At The Disco – I Write Sins Not Tragedies
Kongos – Come With Me Now
Lumineers – Ho Hey
Postal Service – Such Great Heights
Magic! – Rude
Awolnation – Sail
Naked And Famous – Young Blood
Bastille – Bad Blood
American Authors – Best Day Of My Life
Sublime – What I Got
Vampire Weekend – Unbelievers

Cox Media Group (CMG) Atlanta Radio today launched X107.1 FM, Atlanta’s New Alternative radio station. X107.1, an “Alt40” format, is the city’s new alternative station featuring popular artists dominating today’s airwaves including Lorde, Fitz and The Tantrums, Imagine Dragons, Passion Pit, Avicii, The Black Keys, The Lumineers, Vampire Weekend and many more.

“The 18-34 year old audience is an extremely appealing demographic to advertisers and that audience has a strong attraction to alternative music today,” said Steve Smith, Vice President of Programming for CMG Radio. “Our research tells us that Atlanta is ripe for an Alt40 radio station like X107.1.”

“We’re thrilled our Atlanta Radio Team has added another great property to our top-shelf portfolio,” added Ben Reed, CMG Atlanta Radio’s VP & Market Manager. “X107.1 FM integrates well into our content and sales strategy while engaging a socially-savvy demographic.”

The new X107.1 kicked off its new format by playing Fever by The Black Keys, the first of an avalanche of 10,000 songs in a row, all commercial free. In addition to the best new alternative songs and concerts, X107.1 offers a user-friendly app which allows alt music fans to listen to the radio station live on their phones at any time.

“With the success of artists like Lorde, Imagine Dragons and Bastille, X107.1 is looking to maximize the widespread popularity of these artists in a new presentation – The Alt Revolution is ON!” declared Dave Clapper, CMG Atlanta’s Director of Branding and Programming for X107.1 FM.

X107.1 FM was formerly South 107.1, a country music station based out of Rome, Ga. For more information on X107.1 FM – Atlanta’s New Alternative, visit www.x1071atlanta.com. Stay connected on Facebook at www.Facebook.com/x1071atlanta and on Twitter and Instagram at @x1071atlanta Download the app at www.x1071atlanta.com

Update 6/22: As Cox prepares to to assume control of WTSH and W296BB on Monday, Rome Radio Partners has completed the shift of their former “South 107” programming to “South 93.5” WSRM Coosa.

107.1 WTSH Aragon, 107.1 W296BB Jonesboro, and 98.5 WSB-HD3 Atlanta are running a loop redirecting listeners to 93.5.

As far as what to expect on 107.1 after Cox takes over, in addition to the domains listed below the company has transferred X1071Atlanta.com to its servers. Of the four domains, “X107.1” is the only brand to also have Facebook, Twitter, and Instagram accounts associated with it. With Cox launching “X107.3” Orlando last week, all indicators point towards another young male leaning format whether it be Alternative, Active Rock, or Hot Talk.

Original Report 6/9: Womens World Broadcasting is leasing 107.1 WTSH Aragon, GA beginning on Monday, June 23.

WTSH is currently operated by Rome Radio Partners, who will move their “South 107” Country format to 93.5 WSRM Coosa. WSRM had flipped from Christian AC to Classic Country “Southern 93.5” last month to flank WTSH.

WTSH’s programming had begun simulcasting in the Atlanta market on 107.1 W296BB Jonesboro in February. The translator operates from the tower of Cox’ WSB-TV rebroadcasts 98.5 WSB-HD3 (Coverage Map).

BigCountry1071Atlanta.com, Jocks1071Atlanta.com, and Mix1071Atlanta.com were all registered in March. There’s no way to currently connect the domains to Cox.

Update 6/10: Cox’s Press Release regarding the LMA:

Cox Media Group (CMG) is adding a Local Marketing Agreement to its Atlanta-based roster of radio stations with WTSH, currently known as South 107.1, a country music station based in Rome, Ga. The agreement is effective immediately, and no decisions have been made regarding the format future for this property.

“We’re thrilled our Atlanta Radio team has added another great property to our top-shelf portfolio,” said CMG Atlanta Radio’s VP and Market Manager Ben Reed. “We look forward to integrating WTSH into our content and sales strategy while engaging a socially-savvy demographic.”

CMG Atlanta Radio currently operates News WSB 95.5 FM/750 AM, B 98.5 FM, WSRV The River 97.1 FM, and WALR Kiss 104.1 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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