Only days after launching X107.3 in Orlando, CMG Atlanta has launched X107.1 FM, Atlanta’s New Alternative radio station. X107.1, an “Alt40” format, is the city’s new alternative station featuring popular artists dominating today’s airwaves including Lorde, Fitz and The Tantrums, Imagine Dragons, Passion Pit, Avicii, The Black Keys, The Lumineers, Vampire Weekend and more.
It will compete with CCME’s Alternative simulcast of Alternative “Radio 105.7,” WRDA 105.7 FM Canton, GA and WRDG 96.7 FM Peachtree City, GA.
“The 18-34 year old audience is an extremely appealing demographic to advertisers and that audience has a strong attraction to alternative music today,” said Steve Smith, Vice President of Programming for CMG Radio. “Our research tells us that Atlanta is ripe for an Alt40 radio station like X107.1.”
“We’re thrilled our Atlanta Radio Team has added another great property to our top-shelf portfolio,” added Ben Reed, CMG Atlanta Radio’s VP & Market Manager. “X107.1 FM integrates well into our content and sales strategy while engaging a socially-savvy demographic.”
The new X107.1 kicked off its new format by playing Fever by The Black Keys, the first of an avalanche of 10,000 songs in a row, all commercial free. In addition to the best new alternative songs and concerts, X107.1 offers a user-friendly app which allows alt music fans to listen to the radio station live on their phones at any time.
“With the success of artists like Lorde, Imagine Dragons and Bastille, X107.1 is looking to maximize the widespread popularity of these artists in a new presentation – The Alt Revolution is ON!” declared Dave Clapper, CMG Atlanta’s Director of Branding and Programming for X107.1 FM.
X107.1 FM was formerly South 107.1, a country music station based out of Rome, GA. For this launch, CMG added an LMA to its Atlanta stations with Women’s World Broadcasting’s 107.1 WTSH (South 107.1). It’s 60 miles NW of Atlanta, but 100-kW. Rome Radio Partners previously LMA’d the signal from Women’s World.
WTSH also has a co-channel translator located downtown that extends the reach of 107.1. South 107 covers northwest Georgia and reaches into Cobb County. Engineers have worked to make the new W296BB Jonesboro, GA simulcast with minimal interference on 107.1 where their contours overlap. It’s 13 watts @ 344 ft. HAAT.