Columbus, GA radio station raises white flag after 18 year war... Or not.

[Moogvo]

Recently hired Columbus, GA Clear Channel Ops Manager Mark Thompson told the Broadcast Community that WSTH (Rooster 106) will be flipping formats this weekend (2/13-14 2010) since ratings have not improved.  Presumably, the switch will take place on Valentines Day.  The only surprise here is that it took 18 years and 3 owners to make the decision to pull the burning biscuit out of the fire.

WSTH has been a country music radio station since 1988, having spent most of that stint as "South 106", but changing handles a few times over the years to "Kix 106", then back to "South 106" and eventually to current moniker "Rooster 106".  WSTH has been engaged a non-stop battle with Lumpkin, GA licensed WKCN "Kissin' 99. 3" since McClure Broadcasting brought it on the air in 1992.  

The first song played at WKCN's sign-on, directed at and dedicated to WSTH was "This One's Gonna Hurt You (For A Long, Long Time)" by Marty Stuart, and even though the song was never added to the Kissin' 99. 3 play list, it was played each year on the station's anniversary to add insult to injury to those over at WSTH camp.  WSTH was never able to reclaim supremacy from arch-rival "Kissin' 99. 3, and after 18 hard fought years, has made the decision to spin the all to familiar format wheel.

In July, 2008, Clear Channel Manager Jim Martin defected to WKCN, purchasing that station as well as sister stations WCGQ/WRCG from Archway Broadcast Group.

So, Kissin' 99. 3 finally wins the 18-year-war, (Also under ownership number 3)

BC

[Moogvo]

WOW! Apparently they didn't REALLY change the format! I'm sure the folks at Kissin' are shaking their heads in disbelief over the "changes" are taking place this weekend at WSTH. In true historical fashion, the station signed on today, reverting back to it's original "South 106" moniker after unsuccessful attempts to de-throne the King of Columbus Country radio "Kissin' 99.3" with a 2000 name change to Rooster 106.

The battle will rage on as long time rivals "South 106" and "Kissin' 99.3" continue to lock horns in what will probably be more of the same-ole, same-ole futile attempt for WSTH to gain supremacy in the Columbus, GA market. It seems like the only way for the country station at 106.1 to gain country music enthusiasts is if WKCN's tower fell over causing them to be off the air, which is a less than once in a lifetime event, and since that has already happened, chances are that Kissin' 99.3 will not be off the air anytime soon!

So it seems that history does indeed repeat itself once again. My only question is this: If it didn't work the other 3 times, what makes management at 'STH camp think it will work now? At this point, I can't even say that "It will be interesting to see how this plays out" because it won't. It's the same 'ol truck with a new paint job. It is rather surprising to me that they are going to remain a country station in light of the fact that Clear Channel has been turning off country formatted stations in other markets for a while now. You would think that someone over there would say "Hey, this country thing ain't workin'... Never has really... Maybe we should change something besides the name of the station."

And so we have come full circle... again... and again!

BC

[valmcginness]

My sources tell me that South 106. 1 will have Rooster's Alan Quin and former Chattanooga award-winner Kim Carson, a lady who used to do middays on Rooster a few years ago, as the morning team.   I listened yesterday afternoon, and didn't hear a live voice one time.   They had produced voice-guy liners going into the breaks.   Kissin' killed them in the ratings last time.   Kissin' started using consultant Mike McVay a while back.   Bear O'Brian is doing mornings at Kissin' 99. 3.