Dubbed "Warm 93.9," the radio station rolled out the soft-rock format at 9:39 a.m.; it had been playing Christmas music since November and spun techno tunes in the past week. Its first song this morning: "Every Breath You Take" by The Police.
Atlanta-based Cumulus Media scrapped its news-talk format at WWFT-FM 93.9 this fall amid flagging ratings. Local Market Manager Chris Wheat said the change will allow his sales staff to sell the format in harmony with Cumulus' WJJK-FM 104.5, known as Jack, which plays mainly classic rock. Cumulus has a separate sales staff for WFMS-FM 95.5, the local country powerhouse.
Wheat said other soft rock stations in Indianapolis offer a different take on adult contemporary music. Warm 93.9 is intended to appeal primarily to women ages 25-54, with a particular emphasis on women 35-44.
"This is a bulls-eye for a person who likes The Police and John Mellencamp and also newer artists like Gwen Stefani or Chris Daughtry," Wheat said.
The station will air John Tesh's nationally syndicated radio show from 7 p.m. to midnight daily. Although it has no disc jockeys now, Wheat expects to have on-air staff in place no later than April.