A third format change took place last week in Reno as Evans Broadcast Company flipped Country “94.9 The Wolf” K235DC Reno/KRFN-HD2 Sparks to CHR as “94.9 The Party“.
Positioned as “Today’s Top Hits”, the move pits K235DC up against Reno Media Group’s “Alice 96.5” KLCA. That station currently ranks tenth in the market with a 2.6 share, while the former Country format was unlisted in Nielsen’s publicly facing list. The new brand is currently running jockless.
The move marks the end of the “Wolf” brand that launched on then 92.1 KWFP in 2010. The format moved to 95.1 in August 2018, with the translator sliding to 94.9 in February 2020. The flip to CHR comes along with the translator upgrading to 125w/164m increasing its coverage of greater Reno.
Along with K235DC, last week saw Lotus flip AAA “100.1 The X” KTHX to Variety Hits “We 100.1” KWEE and Reno Media Group rebrand Classic Country “96.9 The Rodeo” K245BV/KLCA-HD3 as “Willie 96.9“.