Verstandig Broadcasting’s 96.1 WJDV Broadway, VA has taken on its third identity over the course of this month.
Previously “96.1 Lite-FM“, the Harrisonburg market station shifted from Soft AC to a hotter mix as “Mix 96.1” on November 16. However, the station forgot to take into account that Clear Channel was already using the name at its “Mix 93.1” WSVO in nearby Staunton, VA (and also serving the Harrisonburg market) has been using the “Mix” name since 2005.
This has led to a second rebranding to “Fresh 96.1” on Wednesday. The Fresh moniker came along with a switch to Christmas music.