In its first move since adding the former Connoisseur Media cluster to its own, Kindred Communications/Fifth Avenue Broadcasting has flipped Soft AC “Magic 97.9” WMGA Huntington WV to Hot AC “Hits 97.9“.
The flip positions the station closer to Clear Channel’s market leading CHR “Kee 100” 100.5 WKEE while keeping its place as the only AC. The station’s press release describes the station as:
Hits 97-9 is an Adult Contemporary radio station that will play a variety of popular hit music from the 80’s, 90’s, millennium, and today. Some of the many artists featured on the radio station are Maroon 5, Kelly Clarkson, Pink, Train, Adele, Nickelback, John Mayer and Carly Rae Jepsen as well as favorites from artists like Lady Gaga, Taylor Swift, Daughtry, Bruno Mars, Bon Jovi, Beyonce, Matchbox 20 and Justin Timberlake.
Lou Pickney
I like what I’ve heard from the station so far. They keep it upbeat, use VO talent to identify the songs played (or at least the currents), and seem to be riding that fine line between CHR-poached songs, Hot AC favorites (including gold) and perhaps a bit of pop-alt that doesn’t really have a home in Huntington. KEE 100 has a superior signal, but Hits 97.9 isn’t in an outright CHR war and should be able to find a receptive audience if they avoid too much repetition with the currents.