Update 7/3: At 10:00am, KKBR Billings launched its new CHR format as “Pop Crush 97.1“.

The station will feature the syndicated Elvis Duran in the morning and Billy Bush in evenings along with locally staffed middays and afternoons. Tara Nicole will host middays with the afternoon slot yet to be filled.

Update 7/2: Instead of Kiss, it appears the new format will be branded as “Pop Crush 97.1” as Townsquare has registered PopCrush971.com and PopCrushBillings.com. The station would become the second Townsquare Media station to take the branding of their PopCrush.com entertainment blog joining 105.7 WQSH Albany, NY.

Original Report 6/28: Townsquare Classic Hits “97.1 K-Bear” KKBR Billings is in stunt mode with Christmas music.

Currently branded as “97.1 Santa-FM“, the stunting will lead to a new format. KissFM971.com was registered earlier this month by Townsquare.

With that branding, we’d expect a CHR format. That would place the station in direct competition with Radio Billings’ “Hot 101.9” KRSQ and Connoisseur Media Adult CHR “Planet 106.7” KPLN.