Radio One’s “Boom 103.9” WPHI Jenkintown/Philadelphia rebranded on Christmas Eve as “Hip Hop 103.9“.
The station continues to utilize the “We The Culture” positioning that it has adopted in recent months. WPHI had adopted the “Boom” moniker when its 107.9 incarnation flipped to Classic Hip-Hop in 2014. The station returned to 103.9 in September 2016 and began its evolution away from a gold based playlist. It has since evolved into a very current based playlist.
It is expected that WPHI will add Radio One’s new “The Morning Hustle” hosted by Headkrack, Angie Ange, Jordan and Lore’l when it debuts in January as the station has been jockless in mornings in recent months.
WPHI dropped to 23rd in the Philadelphia market with a 1.1 share in the December 2019 Nielsen Audio ratings. The competing Hip-Hop station, iHeartMedia’s “Power 99” 98.9 WUSL was eleventh with a 3.6.
