93.1 The Fox Moves to an HD2 Channel in Louisville

With format change on its signal, former content moves to "a purely digital-based delivery platform"
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Text is updated with the announced new station format.

Here’s an example of how to play up an HD Radio multicast while making a format change, which is so often a disruptive process for a station listenership.

IHeartMedia announced this morning that its active rock station 93.1 The Fox, WTFX(FM), based in Clarksville and serving Louisville, Ky., will be “moving to HD Radio with additional digital listening opportunities, effective immediately.”

It issued a press release that “the WTFX brand will find a new home at 95.7 WQMF HD2, while continuing to stream online at FoxRocks.com and on the iHeartRadio mobile app under 95.7 The Fox. Current on-air staff members as well as ‘Rover’s Morning Glory’ will remain on the station.” A new Twitter feed suggested that the station had flipped to alternative, but that apparently was a ruse, and by the end of the day, the company had announced the debut of WTFX(FM) 93.1 The Beat, “The Ville’s Hip Hop and R&B,” launching with 10,000 songs in a row, logo lower right.

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The morning release depicted the move of The Fox as a positive and digital one for a multi-platform age. It quoted Earl Jones, Kentucky-Indiana region president, saying in part, “This is the same station and great programming, just in a different place.” And Tony Tilford, director of rock programming for the region, was quoted saying, “The Fox has always been ahead of the curve, and this transition to a purely digital-based delivery platform is the next step in the evolution of a very successful rock station.” The company also released an updated logo, shown above right, noting the new frequency at 95.7 HD2.


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HD2 Ads Take Baby Steps

The HD Digital Radio Alliance, a joint initiative of broadcasters trying to accelerate the rollout of digital radio, last fall relaxed rules prohibiting its member stations from running commercial material on their multicast channels.

Now the Hard Part: Programming HD2

Deep Tracks, Eclectic Chill-Out, Christian Contemporary, Café Jazz & Blues, and New/Future Country are some of the formats, brand extensions and repurposed content stations have rolled out for their supplemental digital channels.