One year after iHeartMedia flipped Alternative “102.1 The Edge” KDGE to AC, Entercom has debuted “Alt 103.7” KVIL Dallas.

Just like its similar launch in New York, KVIL is debuting with 10,000 songs commercial-free. KVIL had only rebranded as “Amp 103.7” this past January after seguing to CHR in August 2016. It was the third CHR in the market behind iHeartMedia’s “106.1 Kiss-FM” KHKS and Cumulus’ “Hot 93.3” KLIF-FM.

Entercom Communications (NYSE: ETM) today announced that alternative rock returns to radio in the largest media market in Texas with the launch of ALT 103.7, DFW’s New Alternative.

ALT 103.7 will give music fans a true cutting edge alternative – an expertly crafted playlist with local, informed curation. Eschewing the hype of traditional radio formats, ALT 103.7 is celebrating the launch by putting the music first and kicking-in full force. Listeners will hear 10,000 songs in a row, back-to-back, 100% commercial-free starting at 11:00 a.m. EST / 10:00 a.m. CST today. Listeners can tune in at 103.7 FM in the Metroplex and around the world at alt1037radio.com.

“We are thrilled to bring alternative back to Dallas-Ft. Worth,” said Pat Paxton, Entercom’s President of Programming. “With the launch of ALT 103.7, we will cater to the core audience who helped define the genre for decades – and we couldn’t be more excited to rewrite history.”

Radio remains the #1 medium in terms of reach (93% of the U.S. population), serving over 271 million people and continues to be the driving force in new music discovery.

For more information, please visit alt1037radio.com.