iHeartMedia/Louisville Changes: WTFX Goes Urban As 'The Beat', The Fox Moves To WQMF-HD2
May 11, 2016 at 2:09 PM (PT)
iHEARTMEDIA is moving the format of Active Rock WTFX (93.1 THE FOX)/LOUISVILLE to sister Classic Rock WQMF's HD2 channel and online stream, and after elaborately hinting that the main channel of WTFX was ticketed for Alternative as ALT 93.1, the station instead went Urban as 93.1 THE BEAT, launching with a 10,000 songs-in-a-row commercial-free stunt and, starting JUNE 13th, the syndicated BREAKFAST CLUB for mornings.
Meanwhile, WQMF has gone more mainstream with the addition of some of THE FOX's core '90s and 2000s artists like NIRVANA, PEARL JAM, and STONE TEMPLE PILOTS.
THE FOX's format, air staff, and syndicated ROVER'S MORNING GLORY morning show will no longer be heard on the main analog/HD1 channels but will remain intact on the HD2 and online version. WTFX is running a loop of alternating promos telling Rock fans to head to WQMF ("Looking to Rock? LOUISVILLE's Rock station is 95.7 QMF," followed by lists of artists who have "all moved to 95.7 QMF"); a previous promo suggested that the station had considered "all the alternatives."
“Our goal is to offer listeners superior broadcast quality and content, while taking advantage of the efficiency of digital broadcasting ,” said KENTUCKY-INDIANA Region Pres. EARL JONES of the move of THE FOX to HD RADIO and streaming only. “This is the same station and great programming, just in a different place.”
On the launch of THE BEAT, JONES said, “This is an exciting addition to the iHEARTMEDIA LOUISVILLE portfolio. Hip Hop is thriving and we want to build on that success and excitement.”
KENTUCKY-INDIANA Regional Dir./Rock Programming TONY TILFORD added, “THE FOX has always been ahead of the curve, and this transition to a purely digital-based delivery platform is the next step in the evolution of a very successful Rock station.”
“It’s all about the music on ’93.1 THE BEAT' and we’re going to kick things off by playing a lot of it,” said Regional SVP/Programming MICHAEL JORDAN. “This will be LOUISVILLE’s new home for classic Hip-Hop and R&B.”