Grace Broadcasting has flipped Christian AC “105.3 The Dove” WDVW Humboldt/Jackson, TN to Classic Hits “Hippie Radio 105.3” WHPP.

The 60s/70s focused Hippie brand launches with Brad McCoy in mornings and Gregg Rivers in afternoons. McCoy had been working for Grace in sales, while Rivers was most recently in afternoons at Forever Communications now defunct “Rock 92.3” WYNU.

Grace Broadcasting co-owner Lacy Ennis told the Jackson Sun, “If we broaden our format, it will help what we lose with The Dove,” Ennis said. “We’ll have a whole new listenership, and there has been a lot more positive comments than negative comments about the change.”