WMHW/Mt. Pleasant, MI, Flips From Rock To Urban
February 10, 2016 at 2:19 PM (PT)
CENTRAL MICHIGAN UNIVERSITY noncommercial Rock WMHW (MOORE ROCK RADIO 91.5)/MT, PLEASANT, MI is flipping to take the format of sister Triple A WMHW-HD2-W266BU (THE MOUNTAIN 101.1)/MOUNT PLEASANT; the latter station on 101.1 FM will flip to noncommercial hip-hop as THE BEAT, effective MONDAY (2/15).
Both stations will undergo program changes at midnight MONDAY, marked by a full week of nonstop live DJs on the air.
"To my knowledge, this will be the first time that 91.5 won't be a Rock station since it first went on the air, which was 1972," AUDIO LABORATORIES Manager CHAD ROBERTS told the CENTRAL MICHIGAN LIFE.
The decision to move THE MOUNTAIN programming to the bigger signal first started being discussed about a year ago, ROBERTS said.
"We are here to make money to support ourselves, and businesses really aren't conducive to working with us because of the format that we have," he said, remarking local businesses were reluctant to program hard rock in their establishments.
The option to be played in more businesses with a bigger signal could potentially translate to more listeners and more money for the station, which will be called 91.5 THE BEAT, with the tagline "hot tracks and throwbacks."
PD JOSH SCRAMLIN has been one of the students at the forefront of rebranding the rock radio station to a whole new genre of music.
"We needed to just figure out how to connect with more people," he said. "With college (students) right now, hip-hop is huge and has been for about four or five years now."
MD ABBY JOHNSON said: "It's a different energy, a different sound. We just knew rock wasn't working for us."