Hubbard Adult Hits “Rewind 100.3” WILV Chicago is undergoing a rebranding.
Just as it has at two other times in recent history, WILV has dropped the “Rewind” moniker for just “Chicago’s 100.3“. The station also used the city and frequency name while evolving between formats in 1997 in between its “100.3 The Point” and “Windy 100” brands and in 2008-2010 between Rhythmic AC “Love-FM” and the launch of the then 80s centric “Rewind” identity. The current move comes as they station moves further away from its 80s base and added songs from the 2000s.
The move follows a similar rebranding by Hubbard at its former “Rewind 94.9” WREW Cincinnati. As the station became more current/recurrent based, it relaunched as “The New 94.9” on October 1.
WILV ranked tied for 15th in the Chicago market with a 2.4 share in the November PPM ratings. With 93.9 WLIT currently playing Christmas music despite its shift from AC to Hot AC earlier this year, this give WILV a chance to once again go after the AC hole in the Chicago market as a flanker to sister Adult CHR “101.9 The Mix” WTMX.