We called it on 6/17 after an electronic billboard on I-4 near Orlando said there’s a “revolution coming to 107.3″ with a countdown clock. A RadioDiscussions.com reader said: “I’m guessing some kind of new rock “X” format since they already have 97X in Tampa Bay and X102.9 in Jacksonville.” It was Christian music as “Rejoice 107.3” on the Cox translator for WCFB HD-2. Now, on 6/19 Cox Media Group launched a new Alternative format on the 107.3 frequency and HD-2 broadcast. X107.3 features 10,000 songs commercial free. The move was done by CMG completing its upgrade and relocation of 107.3 W297BB De Bary, FL to Orlando. It’s 250 watts @ 423 feet.
The target audience is adults 18-34 and features today’s hottest Alternative artists such as Imagine Dragons, Lorde, Bastille, Black Keys and more. X107.3 will be the seventh radio station for the Orlando cluster including WDBO-FM, WDBO-AM, WWKA, WMMO, WCFB and WPYO.
The CMG Programming Strategic Team lead by VP of Programming, Steve Smith, format leaders, Jeremy Rice and Keith Hastings, and CMG Orlando Ops Manager Stevie DeMann–started following the alternative listening habits and became creative minds behind this new product. They recognized a growing new artist roster and new unique alternative sound developing that the audience was embracing with an immediate passion.
“It’s time for an Alt Revolution!” said DeMann, Operations Director for WPYO/WWKA/X107.3. “X107.3 will be reaching an audience of alternative music fans that no Orlando radio station was serving until now. It will also super-serve the new alternative music fan by focusing on acts like Grammy champions Imagine Dragons and Lorde. The station is establishing a modern music library that delves deep into acts like Bastille, The Black Keys, Muse, Awolnation, and Artic Monkeys. It’s been many years since traditional alternative radio landed on America’s radar. X107.3 is ready to invade Orlando radios and mobile devices with the new X107.3 App.”
CMG VP/ and Market Manager Susan Larkin said, “The Orlando community is ready and it’s the perfect time to hear X107.3 Orlando’s New Alternative. We will have the opportunity to introduce new artists and music, along with those that are familiar, over- the- air and digitally to an audience that we expect to be responsive and engaged.”
Check it out at: www.X1073orlando.com.