Update 6/19: At noon, W297BB debuted its new format as Alternative “X107.3“.
Launching with 10,000 songs in a row commercial free, the new format brings Alternative back to Orlando for the first time since CBS flipped 105.9 WOCL to Classic Hits in January 2008.
Cox Media Group (CMG) has launched a new Alternative format in the Orlando Market located at 107.3 FM WCFB HD2. This new station, which launched today at 12 noon will feature 10,000 songs commercial free. The target audience is adults 18-34 and features today’s hottest Alternative artists such as Imagine Dragons, Lorde, Bastille, Black Keys and more. X107.3 will be the seventh radio station for the Orlando cluster including WDBO-FM, WDBO-AM, WWKA, WMMO, WCFB and WPYO.
The Cox Media Group Programming Strategic Team lead by VP of Programming, Steve Smith, format leaders, Jeremy Rice and Keith Hastings, and CMG Orlando Operations Manager Stevie DeMann–started following the alternative listening habits and became creative minds behind this new product. They recognized a growing new artist roster and new unique alternative sound developing that the audience was embracing with an immediate passion.
“It’s time for an Alt Revolution!” said DeMann, Operations Director for WPYO/WWKA/X107.3. “X107.3 will be reaching an audience of alternative music fans that no Orlando radio station was serving until now. It will also super-serve the new alternative music fan by focusing on acts like Grammy champions Imagine Dragons and Lorde. The station is establishing a modern music library that delves deep into acts like Bastille, The Black Keys, Muse, Awolnation, and Artic Monkeys. It’s been many years since traditional alternative radio landed on America’s radar. X107.3 is ready to invade Orlando radios and mobile devices with the new X107.3 App.”
CMG VP/ and Market Manager Susan Larkin said, “The Orlando community is ready and it’s the perfect time to hear X107.3 Orlando’s New Alternative. We will have the opportunity to introduce new artists and music, along with those that are familiar, over- the- air and digitally to an audience that we expect to be responsive and engaged.”
Update 6/17 8:00pm: W297BB is now looping The Beatles “Revolution” with sweepers indicating “The Revolution Begins Thursday At Noon”.
Original Report 6/17 3:00pm: Cox Media Group has completed its upgrade and relocation of 107.3 W297BB De Bary, FL to Orlando.
As it prepares to launch its permanent format, the translator is stunting with a “Wheel Of Formats” approach including Christian AC “Rejoice” and Soft AC “The Dove“. Heard between songs are clips from sister Country “K92.3” WWKA. The stunt can be heard online here.
Cox acquired W297BB from Reach Communications last August for $200,000. The translator has since been relocated to the tower of Cox’ 95.3 WPYO and 98.9 WMMO where it is rebroadcasting 94.5 WCFB-HD2 with 250 watts at 137 meters (Coverage Map).