Just two weeks The Cumulus station started airing "classic hip-hop for the holidays" and the move was seen as a prelude to a format shift after the holidays. Since then Radio One has launched KSOC 94.5 FM/Boom 94-5" and now KLIF-FM, rebranded as Hot 93-3 in October, is adding back currents.
The change started at 6pm Tuesday.
Cumulus Media says the five-year CHR station isn’t changing formats. Instead, SVP of programming Mike McVay describes the move as a “programming feature” on a station.
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KLIF-FM had a 1.8 share (6+AQH) in Nielsen’s November ratings in a crowded CHR and urban market. A more currents-based playlist puts KLIF-FM closer to Service Broadcasting’s urban “K-104” KKDA-FM and Radio One’s rhythmic CHR “97.9 The Beat” KBFB.
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