Update 7:35pm: The flip to CHR occurred at 4:33pm PDT as KFRH became “102.7 Now” with Akon’s “Right Now (Na Na Na)”. The station is taking a page out of CBS’ own playbook in New York and Los Angeles by going right after CBS’ 98.5 KLUC and Kemp Broadcasting’s “Hot 97.5” KVEG. Sean Lynch stays on as 102.7’s PD, while Bill Tanner and RadioCrunch are consulting with the launch.

Listen to the debut of “102.7 Now” at FormatChange.com NOW.

Update 4/1/09 6:00pm: KFRH confirms that it will indeed flip to CHR as “102.7 Now”. The station has been interspersing songs that include “When” in the title such as Prince & The Revolution “When Doves Cry”, Janet Jackson “When I Think Of You”, Green Day “When I Come Around”, and Linda Ronstadt “When Will I Be Loved” over the past few hours. Listen to the stunting here and we will have the launch on the Format Change Archive later tonight.

Beasley Broadcasting’s AC “Fresh 102.7” KFRH Las Vegas is currently stunting with a loop of voices asking “When?” with the occasional “Soon”.

The end result looks to be a flip to CHR as “Radio Now” as 1027RadioNow.com was registered by Beasley on March 19. This looks to be the real deal and not an April Fools Stunt. We’ll have more later today on this one.