Cumulus Media’s “100FM The Pike” 100.1 WWFX Southbridge/Worcester MA is completing its evolution from Classic Hits to Classic Rock with the launch of a new morning show.
Mike Hsu, who joined WWFX to host a 6-8pm show last August, will take over mornings on Monday, February 22. That will be one year and one day after Hsu’s longtime home 107.3 WAAF began airing EMF’s Christian AC “K-Love” programming as WKVB. Hsu spent over two decades at WAAF with multiple stints as part of its morning show, twelve years in middays, and had been hosting afternoons at the time of the flip.
The Worcester Telegram reports that on Hsu’s first show he will be joined by former WAAF coworkers Mistress Carrie, Kevin Barbare, and “Bob & Zip” Bob Rivers and Peter Zipel, the latter who host weekends and fill-ins at WWFX.
Musically, WWFX has dropped all pop from its playlist and has changed its positioning to “The Pike Rocks”. Cumulus Worcester Regional Vice President Bob Goodell told the Telegram, “What the real definition of WAAF’s music always was is hard, melodic rock. That’s the stuff that the station had its best ratings with. If it’s hard rock and you can hum the tune, Metallica, AC/DC, any of that stuff and some of the more contemporary bands that play that, we’re playing it now. The Pike used to be a classic hits radio station, which meant we play classic rock and kind of pop hits. Now, all the classic hits are gone. We’re pure classic rock, leaning hard and Mike’s the new morning guy.”
With the move of Hsu, ‘Cruisin Bruce’ Palmer has exited the station after over 12 years in mornings.
