Alpha Media has launched “Mix 103.3” in Lincoln after combining its Sports and News/Talk formats onto one station.
The new Adult Contemporary “Mix” is positioned as “we play just about anything,” reflecting a gold library that is different from typical AC formats. It originates on KLMS/1480 and is relayed on 250-Watt K277CA/103.3.
The new format competes primarily with NRG Media’s “B107.3” (KBBK Lincoln).
Previously, the News/Talk format of KFOR/1240 had been relayed on 103.3 and “ESPN Lincoln” had been carried on 130-Watt K268DF/101.5 and KLMS.
KFOR began promoting the move of its FM frequency to 101.5 the weekend before the change.
With the change, KLMS’ local Sports Talk shows moved to KFOR. Coffee and Cream now airs at 9 a.m. followed by The Morning Hookup at 10, with each show cut from two hours to one. Meanwhile Hail Varsity Radio now airs from 4 to 6 p.m., the same timeslot it had on KLMS.
The change displaces four hours of syndicated talk programming on KFOR, including Armstrong & Getty, which had aired from 9 to 11. In the afternoon, Markley, Van Camp and Robbins and The Joe Pags Show were each reduced by one hour to make way for the new programming.
This article was originally posted on Feb. 14 and was updated on Feb. 16.