iHeartMedia flipped Hot AC “Mix 100.5” WDVI Rochester NY to “Country 100.5” today.

The new format debuted at 9:00 this morning positioning as “Rochester’s Ten In A Row Country” and giving the company a full-market signal competitor to Audacy’s market leading 92.5 WBEE. iHeart is continuing to operate the separate Country brand “107.3 The Bull” on rimshot WNBL South Bristol Township. The first five songs heard on Country 100.5 were Chris Young & Kane Brown’s “Famous Friends”, Tim McGraw “I Like It, I Love It”, Luke Bryan “Knockin’ Boots”, Chase Rice ft. Florida Georgia Line “Drinkin’ Beer Talkin’ God Amen”, and Gabby Barrett ft. Charlie Puth “I Hope”.

On-air promos indicate that the Bobby Bones Show will move from WNBL to WDVI, while former WBEE morning co-host Jeremy Newman joins for afternoons. Newman exited WBEE in early 2020.

WDVI’s former Hot AC format went out with a 2.2 share in the September 2021 Nielsen Audio ratings. WBEE currently holds an 8.6 share to lead the Rochester market, while iHeartMedia’s 107.3 WNBL had a 0.9 share.