iHeartMedia eased into the long holiday weekend with a format flip in Jackson, MS, transforming Adult Hits WJDX (105.1 The River) into Urban as "The New Real 105.1, Jackson's New #1 For Hip Hop and R&B." Leading up to the launch last Friday morning, starting at 7am, the station experimented with a different format every hour -- "105.1 The Possum," "105.1 Magnolia FM," 105.1 Big Cat Radio," and "America 105.1" (voiced by "The Donald").
As we speak, The New Real 105.1 is now playing 10,000 songs in a row from popular Rap, Hip Hop and R&B artists including Drake,Roddy Ricch, Chris Brown, Lil Baby,Megan Thee Stallion... you get the idea.
The Premiere-syndicated The Breakfast Club will lead off the weekday schedule, followed by Big Sue in middays, Papa Keith in afternoon drive, T-Roy in nights, andThe Mix Tape w/ DJ 33 1/3 Fridays and Saturdays from 10pm-2am.
"We are excited to launch The New Real 105.1 in Jackson and bring another choice for Hip Hop and R&B to the market," said Mike Comfort, Market President for iHeartMedia Jackson. "Based on our research, we know not only is this going to connect with our market's audience, but this format is also going to produce a strong listener base for our advertisers -- things just got real!"
• The New Real 105.1 is now actively seeking a PD -- interested candidates may apply online at the iHeartMedia Careers portal.