More Bull As KILT-FM, KUPL-FM Rebrand

As of 5pm Thursday, CBS Radio has rebranded Country KILT 100.3 FM as “The Bull”.

It previously used “Real Country Varierty”.

The station will go all-music and commercial-free now through the weekend before launching its new program lineup at 5:30 a.m. Monday with The Foley & Thunder morning show until 9 a.m., followed by Erin Austin until 2 p.m., Keola from 2 to 7 p.m. and Zack from 7 p.m. until midnight.

One report has The Bull, promising "less twang, more bang" for their mainstream country listeners.  Listeners can expect "grittier," more rock-oriented pop-country vibe.

At 5 p.m. Thursday evening, after a spinning of George Strait's current single "Give It All We Got Tonight," Eric Church's "Drink In My Hand" kicked off the new era of The Bull.

That was followed by RodeoHouston 2013 performer Luke Bryan's "All My Friends Say".

"The Bull is about bringing the spirit of the city to the airwaves.  As much as the station is about the music, it will be equally about HOUSTON, and the great state of TEXAS, which we are all proud to be a part of,” according to Sarah Frazier, GM of CBS Houston.

She added, the new brand is designed to capitalize on CBS’ partnerships with the Houston Livestock Show and Rodeo and with the Texans “and the awesome new music where country is trending.”

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PD Mark Adams commented, "We’ll also provide an enhanced live, local and interactive experience that will enable us to connect with listeners in a way we’ve never done before.  It’s going to be an exciting ride."

In recent years, KILT's biggest rival, KKBQ, has shown Arbitron ratings strength comparable with KILT, and the two have often exchanged between first and second place among country stations in some demographics.

Besides involving themselves in a ratings war with KILT, KKBQ has also poked fun at the station for its supposed airing of "the most commercials" in Houston compared with KKBQ, which claims to air the most music of any radio station in Houston.

In return, some KILT listeners, and even musicians whose songs are given airplay on KILT, have lauded KILT for not "badmouthing" other stations.

Another Bull made it presence known Thursday when Alpha Broadcasting rebranded KUPL 98.7 FM in Portland, OR.

The change happened at 12am Thursday with the station is now playing 10,000 songs-in-a-row with no commercials.

The relaunch means Scott Simon and Joylnn Winter in AM Drive and midday host Lola have left the building. Afternoon host B-Dub will return after the 10,000 songs in a row conclude.  Nightime Danny Dwyer remains in an off-air position.

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In the December PPM’s KUPL was fourth in the market with a 5.5 share. The other Country station in the market, Entercom’s KWJJ 99.5 The Wolf” trailed in eight with a 4.4.