Bicoastal Media flipped Active Rock “Rock 106.3” KZZE Eagle Point/Medford, OR to AAA “The Valley 106.3” KYVL at 12pm today.

The flip came after a few hours of stunting with novelty songs as “K-Wing“. Bicoastal is listing Jack Johnson, John Mayer, Lyle Lovett, Van Morrison, Joni Mitchell and Adele as core artists for the new station. The company made an identical Active Rock to AAA move up the road at 101.5 KFLY Eugene last Thursday.

Bicoastal Media flipped KZZE “Southern Oregon’s Real Rock” to KYVL, The Valley “True To The Valley” in Medford, OR. The Valley will feature artists such as Jack Johnson, John Mayer, Lyle Lovett, Van Morrison, Joni Mitchell and Adele that will be a refreshing and updated feel to Southern Oregon radio.

“The change is something that we believe will be very exciting to the Rogue Valley and can focus on the adult audiences that are being missed from other station programming,” said General Manager Bill Ashenden. “Much care will be taken in showcasing the local cultural scene, the lifestyle of our community and interacting with our listeners through our signal, social media and with the many events we plan to sponsor and promote.” He adds “We are very excited to be reaching a highly desirable demographic and feel it will be a great addition to the community.”