KKVU Drops 'Lite' For 'Fresh'
October 4, 2007 at 1:38 PM (PT)
SIMMONS MEDIA Hot AC KKVU/MISSOULA, MT has dumped its "LITE FM" handle for "FRESH FM." FRESH 104.5 "SIMMONS MEDIA decided we needed a more contemporary image that would best describe our new Hot AC station," GM ROD HARSELL said, "We are excited about all the ways we can incorporate the word 'fresh' into our imaging, sales and promotional efforts."
"SIMMONS MEDIA has a very distinguished history of leadership in our industry and we are extremely excited that Fresh is now part of their format portfolio," noted GREG DUNKIN of VALLIE-RICHARDS-DONOVAN CONSULTING. "As with the other incarnations of FRESH FM, this affiliate is different from other FRESH-branded stations, again providing evidence that FRESH FM is not just a format but a significant positioning, marketing and programming platform for any contemporary leaning station."