Charlie Tuna Signs Off; KBIG Becomes '104.3, MYfm'

My Oh My

After CHARLIE TUNA hosted an touching five-hour morning send-off, ending with FRANK SINATRA's "Cycles," CLEAR CHANNEL AC KBIG/LOS ANGELES flipped at 10a MONDAY, SEPT. 17 to Adult Hits "104.3, MYfm."

The station launched with PLAIN WHITE T's 'Hey There Delilah," followed up by BON JOVI's "Livin' On A Prayer" and CORINNE BAILEY RAE's "Put Your Records On."

According to MEDIABASE, The rest of the first hour's songs, with no jocks and occasional liners emphasizing "fresh," were:

FAITH HILL, "This Kiss
ROB THOMAS, "Little Wonders"
ALANIS MORRISETTE, "Ironic"
MAT KEARNEY, "Nothing Left To Lose"
MICHELLE BRANCH, "Everywhere"
THE FRAY, "How To Save A Life"
UB40, "I Can't Help Falling In Love With You"
KT TUNSTALL, "Suddenly I See"
POISON, "Every Rose Has Its Thorn"
NICKELBACK, "Far Away"
SIXPENCE NONE THE RICHER, "Kiss Me"
PINK, "Who Knew"

"104.3MYfm will be adult hits like KELLY CLARKSON, BEYONCE, CHRISTINA AGUILERA, FERGIE, JUSTIN TIMBERLAKE, JOHN MAYER, SHAKIRA, MADONNA, SANTANA and much more," 104.3  MYfm PD, DAVE DENES stated. "Every song we play is or was at the top of the charts. You'll love it."

"With today’s consumer wanting to custom-tailor everything to their liking the name MY is a perfect brand for radio," CCLA VP/Programming, MICHAEL MARTIN said. "This is a station designed by the listeners to play music they tell us they want to hear. How do we know what THEY want to hear? Extensive market research and continual weekly music information to keep the station familiar, fun and family friendly. MY is designed to sit right in the middle of STAR 98.7 and 103.5 KOST, playing a great mix of music styles and eras. The MY playlist is deep, filled with contemporary music from all genres. It’s a mix that is not currently heard in L.A. radio."

Market President GREG ASHLOCK added, "Just listen to an hour and you'll be hooked. Every song puts a smile on your face. We're very optimistic about the launch of this new station as FRESH (WWFS) in NEW YORK has experienced success out of the gate with a very similar playlist and presentation."

The station will broadcast commercial free for its first seven hours (until 5p PT) and will operate without air personalities until further notice. The 104.3 MYfm launch will be supported with a significant outdoor and on-air promotional campaign.

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