Milwaukee Radio: Layoffs Fallout...iHM Flips Sports WRNW To Music

iHeartMedia Milwaukee has announced a significant format change for WRNW-FM, transitioning from its sports talk identity as "97-5 The Game" to a new Adult Contemporary (AC) station branded as B97.3 "Feel Good Favorites." 

The switch introduced a vibrant playlist of popular hits spanning multiple decades, designed to appeal to a broad audience seeking uplifting and familiar music.

"Feel Good Favorites" will deliver a carefully curated mix of chart-topping songs from iconic artists such as Adele, Michael Jackson, P!nk, Maroon 5, Madonna, Elton John, Journey, and Taylor Swift, among others. The playlist emphasizes feel-good anthems and timeless pop, rock, and R&B hits from the 1980s to today, aiming to create an engaging and nostalgic listening experience for Milwaukee-area audiences. 

The station's programming will also include themed hours, seasonal specials, and listener-driven segments to keep the content fresh and interactive.

To enhance local engagement, iHeartMedia plans to roll out a full lineup of air personalities in the coming weeks. 

"We are thrilled to introduce B97.3 'Feel Good Favorites' as Milwaukee’s new go-to station for uplifting, familiar music that resonates with listeners of all ages," said Dan Lenz, iHeartMedia Milwaukee Market President. 

"This rebrand reflects our commitment to delivering what our audience craves—a fun, positive radio experience that complements our diverse portfolio of stations. We’re confident B97.3 will become a favorite for both listeners and advertisers, offering a unique blend of music and personality that captures the spirit of Milwaukee.

"The format change positions B97.3 as a competitive player in Milwaukee’s radio landscape, complementing iHeartMedia’s existing stations, including WMIL-FM (FM 106.1), a country music powerhouse, and WOKY-AM, a classic hits outlet. The addition of B97.3 strengthens iHeartMedia’s ability to target a wide demographic, particularly adults aged 25–54, who are drawn to AC’s accessible and upbeat sound.

Sports Broadcast Relocation: As part of the format shift, sports programming previously aired on WRNW-FM, including Green Bay Packers and Wisconsin Badgers football broadcasts, will move to 95.7 WRIT-FM, iHeartMedia’s classic hits station. This ensures continuity for sports fans, with WRIT-FM’s robust signal maintaining accessibility across the region. The transition is seamless, with no interruptions to game coverage or related programming.