It wasn’t St. Louis as we first speculated, but iHeartMedia has flipped Classic Rock “104.9 The Road” WROO Mauldin/Greenville, SC to “Real Rock 104.9“. The station is the latest iHeart station to shift to the “Man Up!” positioning with an 80s/90s centric Classic Rock playlist. The move slides WROO away from a direct competition with Entercom’s “Classic Rock 101.1” WROQ and shifts it more in-between WROQ and Active Rock “93.3 The Planet” WTPT. WROO has hovered around a 1.0 share for the past year. It moved from 96.7 to 104.9 in June of 2014.
Note To Readers: Starting this week we will be breaking the FCC Applications column into two parts. This part will continue to include station modifications and call letter changes. The second part to be published on Fridays will be a rundown of all station sales. The big story this week was the FCC denying Way Media’s application to relocate 91.5 W218CR Central City, KY to 103.7 in Tell City, IN where it would’ve rebroadcasted Hancock Communications’ 1230 WTCJ Tell City. The “Tell City Waiver” would’ve enabled Way Media to not go through multiple hops to relocate W218CR to its intended destination. The FCC decided that any sweeping change to its policy would better be served via a rulemaking. More details at BroadcastLawBlog.com. Station Moves After com...[Read More]