Sports 106.1 Debuts In Richmond

Sports 106.1 Hot Richmond Play 103.7 CBSAfter a day of stunting with music themed around the word “Move”, SummitMedia flipped 106.1 W291CL/WURV-HD2 Richmond VA to Sports at 12pm today.

Sports 106.1” is utilizing programming from CBS Sports Radio around the clock. The new format joins iHeartMedia’s “Fox Sports 910” WRNL and Urban One’s recently acquired “ESPN Richmond” 950 WXGI/102.7 W274BX in the format.

Original Report 6/26: SummitMedia has pulled the plug on CHR “Hot 106.1” W291CL/WURV-HD2 Richmond VA and is currently stunting with songs featuring “Move” in the title.

Titles such as Billy Joel’s “Moving Out”, All-American Rejects’ “Move Along”, and Maroon 5’s “Moves Like Jagger” are being played to redirect listeners to sister Hot AC “103.7 Play” WURV. W291CL registered a 0.9 share in the most recent Nielsen Audio ratings trends, while WURV held a 3.3. Eliminating the “Hot 106.1” format could help WURV close-in on iHeartMedia CHR “Q94” 94.5 WRVQ’s 4.4 share.

The “Hot” brand debuted on what is now 100.9 WJSR in 2010 and moved to W291CL in May 2014.

In-market rumors point to W291CL flipping to Sports.

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