Lotus Communications AAA “The X 100.1” KTHX-FM Dayton/Reno NV is teasing it will head into retirement this evening after 31 years in the market.
The AAA brand and KTHX calls debuted on 101.7 in 1990 before moving to 94.7 in 1994 and finally 100.1 in 1997. The Reno News & Review reports that the brand will be retired at 5:15pm this evening prior to a new format launching on Thursday, September 30 at 10:00am.
Lotus Reno General Mike Murray told the News & Review, “I’ve been through a format change in the past and it feels like you are losing a member of you family I think that there’s going to be quite a few people that will have similar feelings, and of course we understand. It’s a difficult transition here, too.”
In explaining the rationale for the change, Murray explained, “When people are looking for deeper cuts or longer versions of songs, they are typically finding them. They are digging out their own music library or they are going to stream some of that stuff,” He continued, “We’re looking to attract a new audience that can appreciate a wide variety of music, maybe a little newer.”