iHeartMedia relaunched Classic Hip-Hop “100.3 The Beat” KMJM Bridgeton/St. Louis as Urban at noon today.

The move comes along with the addition of the syndicated Breakfast Club with DJ Envy, Angela Yee and Charlamagne Tha God for mornings. Previous morning host Tammie Holland will move to 9am-2pm. Osei The Dark Secret remains in afternoons, while T-Roy will voicetrack nights.

This is the third incarnation of “The Beat”. The station, then known as KATZ-FM utilized the branding as an Urban from 1999-2009. After a series of format changes to Modern AC, 90s Hits, Classic Rock, and Urban AC, the station revived the Beat branding with the launch of the Classic Hip-Hop format in November 2014. The station registered a 2.1 share in the just released September 2016 Nielsen Audio ratings.

What does this flip mean for sister Rhythmic CHR “Wild 104.9” KBWX, which is even lower rated? Will a former St. Louis morning host be syndicated back to the market with a competitor to his former station?

iHeartMedia St. Louis announced today that 100.3 The Beat is now the home of STL’s new Hip Hop and R&B music as well as The Breakfast Club, the world’s most dangerous morning show. 100.3 The Beat launched its new programming today, Friday, September 30 at noon.

100.3 The Beat will broadcast a variety of programs as well as popular Hip Hop and R&B music, including hits from Kanye West, DJ Khaled, Rihanna, Chris Brown and Usher. The station’s premier lineup of shows will include The Breakfast Club, featuring DJ Envy, Angela Yee and Charlamagne Tha God. 100.3 The Beat will also broadcast “10 Jointz in a Row,” an hourly commercial-free segment that plays 10 consecutive hit songs.

“We’ve listened to the fans of Hip-Hop and R&B in St. Louis who have been asking for a true Hip-Hop and R&B station with a stronger connection to the local urban community and a morning show that really fits with their lifestyle,” said Beth Davis, President for iHeartMedia’s St. Louis Region.

“The New 100.3 The Beat will feature a unique music brand tailored to St. Louis, with fewer commercials and unrivaled celebrity interviews, as well as a signature blend of honesty and humor with The Breakfast Club Morning Show,” said A.J., Senior Vice President of Programming for iHeartMedia St. Louis.

Full Programming Lineup
5 – 9 a.m. The Breakfast Club
9 a.m. – 2 p.m. Tammie Holland
2 p.m. – 6 p.m. Osei
6 p.m. – 10 p.m. T-Roy
10 p.m. – 2 a.m. Michaelae
2 – 5 a.m. Roxy

Listeners can tune in to 100.3 The Beat via its website, http://www.thebeatstl.com, and on iHeartRadio, iHeartMedia’s all-in-one digital music and live streaming radio service.