PMB Broadcasting flipped AC “103.7 Lite-FM” WLTC Cusseta/Columbus GA to Adult R&B “103.7 Smooth-FM” earlier this month.
The move makes WLTC the third R&B station in the market creating a flanker to sister Hip Hop “98.3 The Beat” WBFA and Classic Hip Hop “Hip Hop 106.5” W293BV/WKCN-HD3.
WLTC’s AC format had fallen to a 1.0 share in the Spring 2025 Nielsen Audio ratings placing it behind iHeartMedia’s “Sunny 100.1” WGSY’s 4.1 share. The new format takes on iHeart’s third ranked “Magic 101.3” WAGH with its 7.2 share, Davis Broadcasting’s seventh ranked “K92.7” WKZJ with its 5.1 share, and Davis’ R&B Oldies 1340 WOKS/94.1 W231AO with its 4.6 share.
