Is WLIT Planning A Post-Christmas Move To Soft AC?

93.9 Lite-FM Lite WLIT MyFM My-FM DelilahIs iHeartMedia AC “93.9 Lite-FM” WLIT Chicago moving to Soft AC when it ends its all-Christmas run next week?

Robert Feder reported today that the station will reposition under the “Relaxing Favorites” tagline used by the company’s “Breeze” branded stations in Philadelphia, Sacramento, and San Francisco. It is unknown if the station will take on the “Breeze” moniker.

Chicago was one of the first markets where iHeart parked the “Breeze” brand on HD2, in this case on 103.5 WKSC-HD2, which also has a dedicated stream on iHeartRadio. That launch of that also followed the anonymous registrations of 939TheBreeze.com, TheBreeze939.com, and TheBreezeChicago.com in October.

WLIT returned to its heritage “Lite-FM” branding last December after years as hotter leaning AC “93.9 My-FM“. It is currently in a close three-way AC battle between Weigel Broadcasting’s Soft Oldies “87.7 MeTV-FM” WRME-LP and Hubbard Radio AC “She 100.3” WSHE. WLIT tied for eleventh in the Chicago market with a 3.2 share in the November Nielsen ratings, WRME-LP was just ahead of it with a 3.3 while WSHE was tied for fifteenth with a 3.1 share.

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