‘WE’ Is Moving On Up The Dial, To A Translator

0

An Alpha Media CHR/Rhythmic FM serving the Pacific Northwest’s second-largest market recently celebrated its third anniversary.


Behind the scenes, discussions were taking place regarding the station’s future, as it is poised to lose its current home. A move is now planned.

As RBR+TVBR first reported on June 53 Horizons Media is selling Class C3 KWEE-FM 96.3, licensed to West Linn, Ore., to Colorado Springs-based nonprofit broadcast ministry WAY Media.

It is paying $3.5 million to acquire KWEE, and plans to shift its “WAY-FM” programming from FM translator K283BL — an FM translator at 104.5 MHz with excellent coverage of the Portland metro — to the better broadcast home. KWEE relocated to a tower in Southwest Portland, covering the entire market, from the rural town of Warm Springs, on the east side of Mt. Hood.

A source close to the matter tells RBR+TVBR Alpha was caught off guard by the sale, and did not have prior knowledge of 3 Horizons Media sale of KWEE until a Form 314 filing appeared in the FCC’s database.

While the sale of KWEE immediately put into question the fate of the station’s “WE 96.3” Rhythmic programming, home to locally based Ebro; the ABC Radio and Skyview Networks syndicated Dana Cortez Show; and the YEA Networks-syndicated program helmed by Tino Cochino.

RBR+TVBR has now learned that a move is now in the works, with Alpha Media taking a cue from a recent Amarillo move by making a similar change in the Rose City.

On July 11, KWVE-FM in the Texas city was acquired by Alpha Media in a $250,000 deal with Gray Television. Once the deal closed, Alpha took the property Rhythmic by taking the “WE” brand and placing it on the station.

Now, a second “WE 102.9” is on the way, and Portland is where it is heading.

That is because “WE” will soon relocate from KWEE to K275CH, which has been used to bring Sports KXTG-AM 750 “The Game” to FM radio listeners. KXTG is the former KXL, now at 101.1 MHz using a signal that had long been home to now-defunct Rocker KUFO.

At 99 watts, one may wonder about KWEE’s future. However, thanks to terrain and its urban programming, those worries aren’t necessary. As RBR+TVBR reported in July, Portland is home to more full-market LPFMs and FM translators than any other major market, and with a tower due west of the Pittock Mansion shared with Adult Alternative sibling KINK-FM, K275CH easily covers the Portland metropolitan area, with the lone exception points east, including Gresham.

Instagram and Twitter accounts reflecting the move were discovered by RadioInsight.com.

A move could come as early as September 1.