SummitMedia adds “Easy 100.9” in Richmond


WHTI-FMAfter stunting with nature sounds, SummitMedia flipped CHR “Hot 100.9” WHTI-FM 5/23 to Soft AC as “Easy 100.9.” It aims to “help make your day a little bit easier with relaxing and refreshing music” from Chicago, James Taylor, Stevie Wonder, Billy Joel and Captain & Tennille. Before the flip, and between the nature sounds, Summit told listeners to tune to “Hot 106.1,” an HD multicast translator with the calls W291CL.

RBR-TVBR observation: Full-market Hot 100.9 couldn’t compete in the long run with heritage 200-kW Top 40 WRVQ-FM, CCME’s “Q-94,” after flipping from Alternative WDYL in late April 2010 (WDYL was previously a weaker signal on 101.1 and couldn’t compete with CCME’s heritage full-market Alternative WRXL-FM there). WHTI should pick up some listeners from recently-departed Soft AC WZEZ-FM 100.5, which began simulcasting Red Zebra Broadcasting’s ESPN Radio affiliate WXGI-AM full-time on 2/1.