Hunstville Radio: WRSA Rebrands As Mix 96.9 FM

The list of stations dropping the “Lite” handle keeps growing longer, with WRSA-FM in Huntsville, AL the latest addition.  The adult contemporary station has rebranded itself as “Mix 96.9” after spending 14 years as “Lite.”

WRSA 96.9 FM (100 Kw) Red=60dBu Coverage

The station celebrates its 50th anniversary this year, signing on as Beautiful 97 in 1965 and VP/GM John Malone talked with Al.com about the change.

According to Malone, "We decided after talking to many community listeners, that Lite doesn't reflect who we are anymore. When listeners hear the word 'Lite,' they think older music, music their mother or grandmother would listen to. But our music has evolved and the better descriptor is 'Mix.' When someone asks, 'Why do you like Lite 96.9?' People respond with 'Well, they play a really good mix.' So this is the right time for the change. It's better branding."

Malone indicated listening will hear more 70s songs, for instance. "We'll still play current music, too. Now we're just more broad in the boundaries of our music. This is not a whole sale format change."

The station will be jockless for two to 'spotlight' the music.  The on-air personalities, including John and Abbey in the morning,  return starting Jan. 26?