Indy Radio: WRWM Loses The Beat, Goes All Christmas

Goodbye!

Hip-hop is out and Christmas songs are in at radio station WRWM 93.9 FM.

Holiday tunes by Mariah Carey, the Carpenters and Elton John signaled the change at 5:30 p.m. Friday, according IndyStar.com.

Now Billed as “North Pole Radio 93.9,” the station is expected to adopt a yet-to-be-announced format in 2018.

"93.9 The Beat" ends a three-year run that began in December 2014. By playing back-in-the-day rap songs by LL Cool J, the Notorious B.I.G. and Biz Markie, "93.9 The Beat" sparked upheaval in Indianapolis radio and earned coverage in The New York Times.

New format coming

In less than a month after ditching a Top 40 format, the station rocketed from 15th place in Nielsen Audio ratings to No. 1. In January 2015, "93.9 The Beat" ranked first among listeners ages 18-34, 18-49 and 25-54; women 18-34, 18-49 and 25-54; and men 18-49 and 25-54.

WRWM, owned by Atlanta-based Cumulus Media,  ranked No. 15 in overall Nielsen Audio ratings for October 2017. The top five Indianapolis stations for the month: 1. classic hits WJJK; 2. contemporary Christian WKLU-FM (101.9); 3. country WLHK-FM (97.1); 4. classic rock WFBQ-FM (94.7); 5. country WFMS-FM (95.5).

The departure of "93.9 The Beat" leaves three Indianapolis radio stations devoted to hip-hop. In October ratings,  WHHH Hot 96.3 ranked No. 12,  WZRL Real 98.3 ranked No. 20, and W275BD Boom Indy ranked No. 22.

Whatever follows holiday programming will be the latest in a parade of changes at the 93.9 frequency. Since 1993, the station has been easy listening, "urban oldies," smooth jazz, country, '80s hits, contemporary Christian, news/talk, adult contemporary and classic hip-hop.