iHeartMedia has completed the move of Variety Hits “104.1 The Spot” KVDU Houma/New Orleans LA to the Baton Rouge market with the launch of Adult R&B “104.1 The Vibe“.
As first indicated in our 10/9 Domain Insight, the new brand is positioning as “Baton Rouge’s R&B and Back in the Day Jams” and featuring Premiere Networks’ Steve Harvey Morning Show and Keith Sweat Hotel at night. It creates a direct format competitor to Cumulus’ market leading Adult R&B “Q106.5” KQXL, which had a 13.8 share in the September 2024 Nielsen Audio ratings.
Now licensed to Gonzales LA, KVDU is now operating as a Class C3 with 18kW/101.8m from a site near the I-10 and I-12 junction in Baton Rouge. The move was part of a multi-facility shift involving six stations in Louisiana and Mississippi triggered by the destruction of the 2000 foot tower utilized by KVDU and Cumulus Media Alternative “Alt 92.3” WZRH LaPlace by Hurricane Ida in August 2021.
The move of KVDU to Baton Rouge allowed iHeart to also complete the move of 103.7 WFFX Hattiesburg MS into New Orleans and begin stunting.
This story first appeared on radioinsight.com