After a couple weeks identifying as simply “103.9 FM“, Morris has rebranded their new Palm Springs Soft AC as “103.9 The Breeze” giving the station its third identity since changing formats at the beginning of the month.
Update 3/6: The “Easy” branding didn’t last long on 103.9 K280CV. Just days after launch the new Soft AC format is branding itself simply as “103.9 FM” with its website relocated to FitzOn1039.com.
The “EZ” moniker was utilized in the Palm Springs market by CBS AC “103.1 Sunny-FM” KEZN until this past Christmas. While we are unsure if a CBS cease & desist caused the name to be dropped, they would likely be the cause if they are still using the branding somewhere on KEZN.
Original Report 2/24: The pending format change of Smooth Jazz 102.3 KJJZ Indio/Palm Springs to Classic Rock will lead to another change in the market.
KJJZ Program Director/Morning Host Jim ‘Fitz’ Fitzgerald is joining Morris Communications 103.9 K280CV Cathedral City/92.7 KKUU-HD2 Indio. On Friday, February 27 he will debut his “Fitz In The Morning” show from 6-10am as Hot AC “Crush 103.9” flips to Soft AC “Easy 103.9“.
Morris is promoting the new station as “The Perfect Blend of Soft Rock, Smooth Jazz and Relaxing Favorites. From your favorite artists of today, like Sam Smith, Adele, John Mayer, Colbie Caillat, John Legend, Rob Thomas and Jason Mraz. Blended with relaxing favorites from Phil Collins, Don Henley, Michael Buble, Rod Stewart, Stevie Wonder, Sting, Eric Clapton and many more. And topped off with a touch of Jazz from the likes of George Benson, Chris Botti, Dave Koz, Sade, Kenny G and Diana Krall”.
The Easy or EZ name was used in the market by CBS AC 103.1 KEZN Palm Desert until this past December when it was rebranded “103.1 Sunny-FM“. K280CV will join a crowded Soft AC field in the market including Marker Broadcasting’s “95.9 The Oasis” KAJR Indian Wells and R&R Radio’s 1340 KWXY/107.3 K280CV Cathedral City.
Original Report 12/14: A change appears on its way to MCC Radio Hot AC “Crush 103.9” K280CV Cathedral City/92.7 KKUU-HD2 Indio/Palm Springs.
MCC registered Pride1039.com this week for the station. The only comparable brand using the Pride moniker is iHeartMedia’s LGBT targeted “Pride Radio” HD2/webcaster.
“Crush 103.9” is currently running All-Christmas music as it has done every year since launching in January 2012. The station has never been a ratings success; peaking at a 1.5 in the Spring 2013 Nielsen Audio ratings and falling to 0.5 in Spring 2014.
ksradiogeek 
Bongwater
AND Pride 103.9 in Toronto!
Thats Proud 103.9 in Toronto.
The first time I heard Proud FM (Toronto), I thought “This format has potential”. It crosses over with a huge spectrum of people of all types who just want a solid wall of feel good contemporary party music without the hip-hop or hard rock. And everything is upbeat and cheerful.
Radio could use some of that….