Three Way Country Battle On Its Way To St. Louis?

STLCountry 96.3 Country Hits K-Hits KIHT St. Louis EmmisAs Clear Channel launches Rock “Louie 103.7” to take on Emmis’ Rock 94.7 KSHE and Modern Rock “105.7 The Point” KPNT, is Emmis preparing a counter-attack of its own?

STLCountry963.com and CountryHits963.com were registered last week by Emmis St. Louis’ Director of Digital Content. 96.3 would be Classic Rock “K-Hits 96.3” KIHT.

A flip to Country would place KIHT in competition with Hubbard’s second ranked 92.3 WIL and Clear Channel’s “93.7 The Bull” KSD-FM. The two stations combined for a 13.5 share of the St. Louis audience in the May 2014 Nielsen Audio PPM monthly ratings.

KIHT placed twelfth in the market with a 4.1 share. Dropping its current format would help boost sister KSHE, Hubbard Variety Hits “106.5 The Arch” WARH, and Clear Channel’s Classic Hits 103.3 KLOU.

Were these domains part of gamesmanship with Clear Channel as it prepared to launch 103.7 or are we preparing for a three-way battle for Country in the Gateway City?

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Lance Venta is the Owner and Publisher of RadioInsight.com and a consultant for RadioBB Networks specializing in integration of radio and the internet. Lance has two decades of experience tracking the audio industry and its use of digital platforms.

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