iHeartMedia has launched an Oldies format in Madison and made changes at its Sports station in the market.
A `60s and `70s playlist called “U100.9” now airs on W265CV/100.9 and the HD2 subchannel of WIBA-FM/101.5. The format primarily competes with Entercom’s WOLX/94.9 (Baraboo), which played many of the songs now on “U” before transitioning to Classic Hits.
W265CV was previously one of three FM Sports signals in the market. It had aired a partial simulcast of WTSO/1070 (Madison).
WTSO simultaneously changed its slogan from “The Big 1070” to “The Game” and adjusted its lineup. The new schedule includes a simuclast of Steve Czaban’s Milwaukee morning show and Mike Heller’s statewide show in afternoon drive.