Colonial Media + Entertainment has flipped Sports/Rock “92.5 FBX” WFBX Spring Lake NC to Classic Rock “106.5 The River” WMRV.
Positioned as “Rock Without The Hard Edge”, the branding and format come from iHeartMedia’s WRVV Harrisburg PA where Colonial owner Jeff Andrulonis worked in its early years under original owner Dame Media. The launch fills a Classic Rock hole in the market between Cumulus Media Rock “Rock 103” 103.5 WRCQ and Beasley Media Variety Hits “96.5 Bob-FM” WFLB.
The frequency change comes as the station’s translator completes its upgrade into Fayetteville. Colonial had purchased 97.9 W250AQ Thomson GA in the 2016 250 mile translator waiver period and moved it to Spring Lake NC on 92.5. Despite operating there for over a year and a half, a license to cover was never filed with the FCC. Using the new 25 mile rules, the CP was then modified to move the translator to 106.5 near Fayetteville with 250w/180m.