Radio One said it re-branded its Los Angeles station from KKBT(FM) “the Beat” to KRBV(FM), “V100, the Best Variety of R&B.”
The programming lineup will be headed by Cliff Winston, the new morning host, and will feature Shirley Hayes, Michael Baisden, John Monds and Myke Julius. The company aims to position the station as L.A.’s premier urban adult contemporary outlet. Chief Executive Officer/President Alfred C. Liggins, III stated, “We have positioned V100 for significant improvement in what has been a challenging market for us for several years.”
Separately, the ownership group said it completed the sale of assets of Boston station WKAF(FM), formerly WILD, for $30 million to Entercom Communications. Radio One had purchased the station seven years earlier for a third of that amount.
Liggins called the sale “a very good start to our asset disposition process. While Boston is a wonderful radio market, it was not of great strategic importance to us. We have used the capital generated from this sale to reduce our leverage and we continue to look to rationalize our asset base.”