Alpha Media has completed its Palm Springs shuffle with the launch of Country “98.5 The Bull” KDES this morning.

Launching with the usual 10,000 in a row, the new format brings a direct format competitor to Marker Broadcasting’s “Big 106” KPLM.

Alpha Media, Palm Springs announced the launch of a brand new country station, 98.5 The BULL! The Bull is branded as a contemporary country station playing new Country music.

Alpha Media Executive VP of Programming, Scott Mahalick commented on the announcement, “If Stagecoach had a radio station it would be 98.5 The Bull, it’s a perfect fit.”

“We’re so excited about adding a new and fresh Country format to Alpha’s already fantastic platform of Coachella Valley radio stations.” remarked Alpha Media Market Manager, Tricia Bastida.

“This is how we roll” by Florida Georgia Line featuring Luke Bryan was the first song played on the station.

Original Report 9/9: Alpha Media is in the process of making programming changes across its Palm Springs cluster.

Classic Hits 98.5 KDES Cathedral City is no more as the station is currently simulcasting new sister “106.9 The Eagle” KDGL Yucca Valley. In turn, KDGL has shifted from a Classic Rock lean back towards Classic Hits. KDES morning host Jack Broady and afternoon host Todd Wilson have moved over to KDGL.

What’s next for KDES? We noted an anonymous domain registration last month for 985TheBull.com. A flip to Country would bring a second outlet in that format to the market joining Marker Broadcasting’s “Big 106” KPLM.

Meanwhile the Soft AC format at 103.9 K280CV Cathedral City/92.7 KKUU-HD2 is over after six months and three brand names. The former “103.9 The Breeze” is now Sports running the national ESPN Radio feed. It gives Alpha a second Sports station in the market along with “Fox Sports 1270” KFSQ.

The moves all come following Alpha Media’s acquisition of Morris Radio and then the addition of RR Broadcastings’s two FMs in the market.