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WXMA-FM/Lousiville Flips to Soft AC as ''102.3 The Rose''


WXMA-FM
WXMA-FM

Alpha Media flips Adult Hits WXMA-FM (102.3 Jack FM) to Soft AC as "102.3 The Rose." Positioning as "Louisville's Lite Favorites," the new brand partially fills the AC hole in the market created by SummitMedia's shift of 106.9 WVEZ to Hot AC as "Mix 106.9" in March, 2021.

"Every town needs a radio station where people can escape the stress of the day and these times. For Kentuckiana it's 102.3 The Rose", commented Alpha Media Louisville Content Director Timothy Crull. "Louisville is a great programming operation thanks to Ben Davis and crew. It's already great fun working with them. I'm hoping Genuine Kentucky Bourbon is part of my deal."

Alpha Louisville Senior Vice President/Market Manager Steve Bearance added, "With all the changes in our market and across our world, 102.3 The Rose is the format that Louisville has been missing. We are committed to bringing Kentuckiana comforting personalities and family friendly hit music."

Alpha Louisville Operations Manager Ben Davis concluded, "When I saw the data and the enormous hole in the market for this music, it was a no brainer. Truly great music forgotten about. I didn't know I needed this music in my life until I heard it ON THE AIR. With local personalities to be added soon, this is such a feel-good-vibe station for Louisville that we're just getting started."

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