With the growing rumors of Entercom bringing the Alternative format to some major markets, iHeartMedia as thrown the first salvo by blocking usage of the “Alt” brand in New York.
iHeart, which utilizes that branding in multiple markets like Los Angeles, St. Louis, and Indianapolis, registered Alt104.com and Alt1043.com. Now the chance of iHeart blowing up Classic Rock “Q104.3” WAXQ to Alternative is less than 1 percent, however iHeart has debuted its “Alternative Project” premium choice programming feed on WAXQ-HD3. By doing so iHeart has established first usage of the “Alt” brand in the market preventing Entercom from launching a station with that branding.
Smart blocking and potentially just one of many little battles coming in the upcoming Alternative arms race brewing between the two companies.
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