Entercom has flipped Sports “105.7 The Fan” W289CB Milwaukee/WXSS-HD2 to Hip Hop “Hot 105.7“.

The new format creates a competitor to iHeartMedia’s “V100.7” WKKV. WKKV currenty ranks sixth in the market with a 5.3 share, but should also help knock WKKV down in demos against Entercom Hot AC “99.1 The Mix” WMYX and CHR “103.7 Kiss-FM” WXSS.

The move partially takes W289CB out of the three way FM Sports duel in the market. While the “Fan” programming will continue to be heard on its original home of 1250 WSSP, it will no longer have an FM signal to compete with Good Karma Brands’ “94.5 ESPN Milwaukee” WKTI and iHeartMedia’s “97.3 The Game” WRNW-FM. In the September 2020 Nielsen Audio ratings, WSSP/W289CB held a 0.4 share while WRNW-FM had a 0.7 and WKTI a 0.6.

Entercom, home to the nation’s most influential collection of podcasts, digital and broadcast audio content, and premium live events and experiences, announces the launch of HOT 105.7 (WXSS-HD2), Milwaukee’s new No. 1 for hip hop and R&B, effective immediately. Sister station 105.7 FM The Fan, previously known as 105.7 FM The Fan, will rebrand as 1250AM The Fan and continue to be heard on its AM dial.

The station, which will feature artists like Drake, Cardi B and Beyoncé, will build a market-leading lineup of local talent that reflects the diverse voices and perspective of the Milwaukee community.

“As part of our commitment to amplifying diverse voices in our content and talent lineup, the new HOT 105.7 will engage fans with today’s hottest music, relevant entertainment and a focus on issues important to African Americans and the multi-cultural community in Milwaukee,” said Andrea Hansen, Market Manager, Entercom Milwaukee. “This strategic launch will also enhance our portfolio that already includes a prominent sports station and a pair of market leading brands focused on super serving the female audience, ensuring we are delivering robust opportunities for advertisers to connect with diverse communities throughout Milwaukee.”

HOT 105.7 will be an addition to the market’s existing portfolio of 1250AM The Fan (WSSP-AM), 103.7 Kiss FM (WXSS-FM) and 99.1 The Mix (WMYX-FM).