iHeartMedia will flip CHR “Power 96.1” WWPW Atlanta to Hip Hop “96.1 The Beat” at 12pm today.
The flip will move the programming currently heard on “105.3 The Beat” WRDG Bowdon including The Breakfast Club in mornings, Way Up with Angela Yee in middays, Ferrari Simmons in afternoons, and The JoJo & Big Homie Show at night.
“I am thrilled to announce The Beat Just Got Bigger! 96.1 The Beat is the new home for Hip Hop, R&B and the Breakfast Club! Heard all over the A-T-L. By switching to a more expansive frequency, we’re not just amplifying the sound of Hip Hop and R&B in Atlanta – we’re amplifying the voices and stories of our community reaching even more listeners in Metro Atlanta,” said Vladimir Scott, Program Director. “This enhanced reach gives our amazing on air talent a larger platform to connect with listeners and celebrate the culture that defines Atlanta.”
“What an extraordinary opportunity! Atlanta has a robust and flourishing economic business environment, a fascinating community of people from every part of the world and an incredible music culture and heritage,” said Spencer Bynes, iHeartMedia Atlanta Metro President. “This expansion signifies a powerful connection with the community, and 96.1 The Beat is poised to become the heartbeat of Hip Hop and R&B in Atlanta.”
WWPW’s CHR format fell to a 1.8 share in the March 2024 Nielsen ratings trailing Cumulus Media’s “Q99.7” WWWQ’s 3.0. WRDG rose from a 1.2 to 1.8 in a crowded Hip Hop field that includes Audacy’s “V103” WVEE at a 4.5 share, Radio One’s “Hot 107.9” WHTA at a 3.1, and Core Communicators’ “Streetz 94.5” WWSZ at a 1.2.
There is no word yet on what will replace “The Beat” on 105.3
This story first appeared on radioinsight.com