Update 3/23: KRNO will complete its rebranding as “106.9 More-FM” on Monday morning.
Concurrently sister 1240 KSGG will drop Urban for Sports utilizing programming from the Yahoo! Sports Radio network. KSGG will also be the Reno affiliate for Oakland Athletics baseball. The Urban “Swag 104.9” programming will continue on 104.9 K285EQ Reno and new addition 101.7 K269DB Carson City via 96.5 KLCA-HD3.
Tom Quinn, President of Americom told KOLO-TV,
We’re not making major programming changes, but we’re updating our nickname to better reflect our long-time position of ‘playing more music with less talk,’” said Tom Quinn, president of Americom Broadcasting, which owns the station. KRNO has changed over the years, but some people still think we feature music by Michael Bolton, Celine Dion, Gloria Estefan, Rod Stewart and Neil Diamond.” The update from Sunny 106.9 to More FM™ is designed to help us match listener perceptions with our current reality.
Much like WBEB Philadelphia, which took on the More-FM identity in December, KRNO currently is the most listened to station in the Reno market. It was tied for first in the Fall 2013 Nielsen Audio ratings with Talk 780 KKOH.
We had mentioned in our report prior to sister 97.3 KOLC flipping to Country that Americom had registered MoreFM related domains for KRNO, KOLC and 103.7 KODS.