KNOXVILLE (WATE) - A major shake-up in East Tennessee radio was completed Thursday morning with three stations changing formats.
With the push of a button, Q100.3 hit the airwaves as Knoxville's newest radio station.
Q100.3's advertising promises more country hits with less commercials and less talk. It's a far cry from the news talk format that previously occupied the same spot on the dial.
"In a way with the acquisition of 100.3 WNOX we're getting back to our country roots," said Sr. Vice President and General Manager of Journal Broadcast Group Chris Protzman.
To get back to those roots Protzman called on Knoxville radio vet Mike Hammond to take on the role of program director.
"Country music to me is just not a job. It's in my fabric, it's in my being. I love country music," said Hammond.
Hammond promises the station will be all about the music and not just new music, but also new talent.
"We really want to showcase the talent that we have here in East Tennessee," said Hammond. "It is rich and we want to showcase new talent with new music programming."
If you're a little confused about the switch here's how it will go, Q93.1 has moved up the dial to 100.3, what was formerly held by WNOX News Talk. The news talk format moves to 850 on the AM dial and be known as Talk Radio 850.
Q100.3 will simulcast on 93.1 for the next two weeks before 93.1 takes on a new format, likely classic hits.
The changes won't only affect East Tennessee listeners b4ecause the new Q100.3 reaches far beyond.
"It's one of the strongest radio signals in the eastern coast and certainly in the state of Tennessee, reaching into five states and two time zones," said Protzman.
Q100.3 joins Journal's growing family of radio stations, which include Star 102.1, Hot 104.5 and Q93.
Hammond says the company is working on hiring a new roster of on-air talent for Q100.3 and additional announcements will be made soon.