iHeartMedia has completed the move of Variety Hits “104.1 The Spot” KVDU Houma/New Orleans LA to the Baton Rouge market with the launch of Adult R&B “104.1 The Vibe“.
As first indicated in our 10/9 Domain Insight, the new brand is positioning as “Baton Rouge’s R&B and Back in the Day Jams” and featuring Premiere Networks’ Steve Harvey Morning Show and Keith Sweat Hotel at night. Miss Monique, most recently Program Director at iHeartMedia Hip Hop “100.1 The Beat” WXBT Columbia SC joins as PD/afternoon host. WVAZ Chicago based Bionce Foxx will host middays.
The launch creates a direct format competitor to Cumulus’ market leading Adult R&B “Q106.5” KQXL, which had a 13.8 share in the September 2024 Nielsen Audio ratings.
iHeartMedia Louisiana/Arkansas SVP/Programming Bob Murphy said, “This is an exciting and long overdue opportunity for Baton Rouge listeners to wake up with the nationally successful Steve Harvey Morning Show and end their day with Sweat Hotel. Our Executive VP of Programming Angela Watson-Charles brings a wealth of incredible programming success to this launch and we’re excited to bring the multi-talented Miss Monique to Baton Rouge as Program Director and PM drive host of 104-1 The Vibe.”
Market President Aimee Lavespere adds, “The launch of 104-1 the Vibe addresses demand for these marquis talent in Baton Rouge. We are committed to expanding listener and advertiser options with meaningful and connected content across our six local iHeartMedia brands.”
Now licensed to Gonzales LA, KVDU is now operating as a Class C3 with 18kW/101.8m from a site near the I-10 and I-12 junction in Baton Rouge. The move was part of a multi-facility shift involving six stations in Louisiana and Mississippi triggered by the destruction of the 2000 foot tower utilized by KVDU and Cumulus Media Alternative “Alt 92.3” WZRH LaPlace by Hurricane Ida in August 2021.
The move of KVDU to Baton Rouge allowed iHeart to also complete the move of 103.7 WFFX Hattiesburg MS into New Orleans and begin stunting.
