Twin Cities radio station 105.1 WGVX has dropped its sports programming and traded it in for a classic hip-hop sound.
"The Vibe 105" debuted at 3 p.m. Friday, putting an end to its stint as a sports station in a market already filled with sports programming.
According to Radio Insight, 105.1, formerly known as "The Ticket," pulled in a microscopic 0.1 share in the July Nielsen ratings.
"The Ticket" dumped all local programming in June – letting go of long-time personalities Bob Sansevere and Mike Morris – and spent the past two months airing CBS Sports content (along with some local sports shows on the weekends).
The Cumulus-owned station is the second this year to unveil a classic hip-hop format. In early June iHeartMedia unveiled Hot 102.5 (KTCZ-HD3), the Pioneer Press notes.
iHeartMedia's Gregg Swedberg called the hip-hop audience in the Twin Cities a "completely unserved audience" when Hot 102.5 debuted, according to Radio Insight.
Fewer than 30 minutes into its new format, Vibe was already challenging it's now-main competition, Hot 102.5, by sending out a
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The station's on-air imaging also took a jab at iHeartMedia's KDWB.
The Vibe can be heard on 105.1, 105.3 and 105.7 on the FM dial.