Star 99.5: Greenville’s New Christmas Music Station Launches After Hip Hop Flip
SummitMedia has changed the format of Hip Hop station “Streetz 99.5” W258CB in Greenville, South Carolina. It will now play Christmas music under the name “Star 99.5.”
This new branding copies the logo and style of their other station, “Star 104.5” KSRZ in Omaha, Nebraska. This move suggests that “Star 99.5” may switch back to an Adult Contemporary format after the holiday season.
The Greenville/Spartanburg area lost its only Adult Contemporary station when Audacy changed “Magic 106.3” WSPA-FM to Regional Mexican “La Raza 106.3” earlier this year.
How accomplished have other stations with similar format changes been in attracting listeners?
Interview with Radio Specialist on W258CB’s Format Change to “Star 99.5”
Interviewer: Thank you for joining us today to discuss the recent changes at SummitMedia’s W258CB, now rebranded as “Star 99.5.” What are your initial thoughts on this transition from Hip Hop to all-Christmas music?
Specialist: Thank you for having me. This change is quite significant, especially in the context of the Greenville/Spartanburg market. By shifting to an all-Christmas format, “Star 99.5” is tapping into the seasonal demand for holiday music, which can attract listeners who seek festive programming during this time of year.
Interviewer: It appears that this rebranding mirrors the success of “Star 104.5” in Omaha. Do you think this strategy could work in greenville as well?
Specialist: absolutely. The use of a similar logo and branding can create a sense of familiarity for listeners. If listeners in the Greenville area are already enjoying the “Star” branding from omaha, it’s a smart strategy to introduce that concept here. Having mentioned that, the real test will be after the holiday season, especially if they transition back to an Adult Contemporary format.
interviewer: Given that the Greenville/Spartanburg area has lost its only Adult Contemporary station earlier this year, how critical do you think this new format could be for the listening audience?
Specialist: It’s very critical. The absence of “Magic 106.3” has left a gap in the market.If “Star 99.5” reverts to an Adult Contemporary format, it could fill that void quite effectively, especially since listeners may be looking for an choice to the more niche formats available in the area, such as Regional Mexican.
Interviewer: Regarding audience share, W258CB only had a 0.6% share in recent nielsen ratings, compared to its competitors.Do you think this holiday format will improve its ratings?
Specialist: There’s a strong possibility.All-Christmas stations traditionally see spikes in listenership during the holiday season, and being the only secular all-Christmas station in the market presents a unique opportunity for “Star 99.5.” If marketed correctly, they could significantly increase their audience share over the next few months.
Interviewer: With W258CB’s relatively low audience share compared to stations like “Hot 98.1,” how important is effective marketing for this new format?
Specialist: Marketing will be essential. They need to communicate the change effectively to capture the attention of both existing listeners and new ones who are interested in Christmas music. This means utilizing social media, local advertising, and perhaps even community events to promote the new station identity. The more they can engage with the audience, the better their chances of sustaining listenership beyond the holidays.
Interviewer: Lastly, what do you forecast for the future of “Star 99.5” after the Christmas season?
Specialist: If they do transition back to an Adult Contemporary format, I predict they will actively seek to regain the listeners who felt abandoned when “Magic 106.3” was changed. However, they will need to differentiate themselves clearly from the format that was lost. If executed well, they could carve out a loyal audience base willing to tune in regularly, especially if they maintain some elements of the Christmas brand throughout the year to keep listeners engaged.
Interviewer: Thank you for your insights on this transition. It will be interesting to see how “Star 99.5” develops in the coming months.
Specialist: my pleasure. It’s certainly a pivotal time for radio in that market, and I’m looking forward to seeing how it unfolds.
W258CB previously changed from 1980s Hits “Awesome 99.5” to Hip Hop in April 2023. It had a low audience share of 0.6% in the recent October 2024 Nielsen Audio ratings, compared to Rhythmic CHR station “Hot 98.1” WHZT with a 3.8% share and Audacy’s “The Block 96.3/104.5/107.7” WFBC-HD2 with a 1.3% share.
With this change, W258CB becomes the only secular all-Christmas station in the Greenville/Spartanburg market. It joins Radio Training Network’s Christian AC “His Radio” 89.3 WLFJ-FM.