The flip from Adult Hits “Variety 103.5” was made 10/11 to “The Beat—Miami’s Bangin’ Hip-Hop,” putting the Clear Channel station in direct competition with Cox Media Group’s heritage Urban WEDR-FM “99 Jamz.”
“The Beat” previously aired from 2002-2010 under the WMIB calls as Urban and later Urban AC.
“103.5 The Beat is back and ready to take back ‘Hip-Hop’s Heavyweight Title’ in Miami,” CCME SVP/Urban Programming Doc Wynter said in a release. “While The Beat was ‘away’ we got a little harder and this time around we‘re just straight ‘bangin’ hip-hop. Many of the biggest stars in the hip-hop world live in Miami, so the format was a natural choice for this community.”
The station is airing 2000 songs commercial-free in a row, powered by 1-800-411-PAIN and other sponsors.