As we first reported would happen in our February 11 Domain Insight, iHeartMedia has relaunched Alternative “Radio 104.5” WRFF Philadelphia as “Alt 104.5“.
WRFF’s 2007 launch triggered the gradual rebirth of the Alternative Rock format following the shift away from the format in many markets earlier in that decade (WRFF filled the hole created by the demise of “Y100” WPLY in 2005). iHeart would launch “Radio” branded clones in Atlanta, Cincinnati and Portland, while other companies followed suit in markets like Boston and Cleveland.
Amber Miller, who has served as Assistant Program Director and midday host since August 2016, has officially been promoted to Program Director. She fills the vacancy created by the exit of former PD/morning host John Allers in iHeart’s January layoffs. Miller previously served as National Director of Promotion for Caroline Records, APD/MD and PD/Afternoon host at Alternative 102.7 WEQX Manchester VT/Albany NY and worked on-air at 96.3 WDVD Detroit, 98.1 WQSM Fayetteville, and “G105” WDCG Raleigh.
While mornings remain officially vacant, Premiere Networks’ syndicated morning host Woody is teasing the addition of The Woody Show to a new market.
In the coronavirus impacted April 2020 Nielsen Audio ratings, WRFF ranked tenth in the market with a 3.5 share.
iHeartMedia Philadelphia announced today the debut of the new ALT 104.5, Philly’s Alternative Rock, effective immediately. Beginning today, Alternative Rock radio leader, Radio 104.5, is now ALT 104.5 and will continue its legacy for breaking new Alternative Rock music for the Greater Philadelphia region.
To kick off the launch, the station will broadcast uninterrupted songs from 12 p.m. to 12 a.m. Listeners can tune in to hear songs from top Alternative Rock artists including twenty one pilots, The Killers, Cage The Elephant, The Lumineers, Panic! At The Disco and more. The station will also feature top on-air personalities including Amber Miller, Mike Jones, Jessie and more.
“Who doesn’t love the big reveal at the end of a makeover show,” said Amber Miller, Program Director for ALT 104.5. “Well, ta-da! Philly’s Alternative Rock station is now sounding bigger and better than ever, combining the music and personalities our listeners love with this fresh, energetic new aesthetic. The station offers listeners the same music and entertainment they crave, just with a fresh new coat of paint.”
“It’s incredible for us to be able to give the people of Philadelphia an even bigger and stronger brand of the Alternative Rock format with the new ALT 104.5,” said Derrick Corbett, Senior Vice President of Programming for iHeartMedia Philadelphia. “The foundation for this music started right here over a decade ago, so to watch it evolve in the manner that we’re planning is something the city deserves and that we’re excited to provide.”
Full Programming Lineup:
Amber Miller 10 a.m. – 3 p.m.
Mike Jones 3 p.m. – 7 p.m.
Jammin’ Jessie 7 p.m. – 12 a.m.
