'New Rock 104.1' Returns To Fresno
March 29, 2010 at 11:22 AM (PT)
As first tipped last week, WILKS BROADCASTING Alternative KFRR/FRESNO, CA unveiled Version 2.0 today, reverting back to their original moniker of "NEW ROCK 104.1" following KEVIN & BEAN at 10a (NET NEWS 3/23).
The long-time Alternative station ditched the "NEW ROCK 104.1" moniker almost nine years ago and had leaning in a more rock direction. Artists heard in the first hour following the change included THE KILLERS, PEARL JAM, PHOENIX, THE WHITE STRIPES, and GREEN DAY.
"It's hard to fight a brand that was established years ago. Diary comments and listeners continously call us NEW ROCK 104.1, so we've gone back to that, along with the musical indentity that goes along with that", PD JASON SQUIRES told ALL ACCESS. "We are going to be what the CENTRAL VALLEY wants their alternative rock station to be."