According to a story by Kimberley Nicoletti at vaildaily.com, the station, found on translator K258AS 99.7 FM in Breckenridge, 106.3 KZMV in Grand and Eagle counties and translator K281AM 104.1 FM in Vail, will feature top-40 hits and popular artists such as Katy Perry, Lady Gaga, Rihanna, Jay Z and Bruno Mars.
KZMV has played tunes from the 1970s through today, as well as some deep tracks, since 2003. But when NRC Mountain Broadcasting brought in a consultant to study local demographics, businesses and statistics, he found a void: Most radio stations up here use the AAA format, which involves a variety of music throughout the decades, but there are not any stations solely dedicated to top-40 tunes.
As part of the change, the station will be called LIFT 106, and it will include more local programming, such as high school sports round ups. While KZMV did include local weather, ski and river reports and live broadcasts, general manager of NRC Broadcasting Jen Radueg said they're now making a more conscious decision to add in promotionally driven and more local-based news.
We asked, “What do we want out of a radio station?” and we're taking this opportunity to make this a mountain radio station — a community radio station — to provide things people want to hear, Radueg said.
“This new programming will allow the radio station to be more live and local while continuing to provide relevant news, information and content to our listeners in Summit, Grand and Eagle counties. ... (We'll be) a lot more involved and active than we were ever able to do,” she said.
LIFT 106 will use a Dial Global format with live, local air talent.
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