With its share of the urban radio market steadily being eaten away, WXYV-FM (102.7) -- billed until yesterday as V-103 -- has decided to change its tune and move into a niche without any competition at all.
At noon yesterday, the station threw out its Urban Contemporary music in favor of Contemporary Hit Radio, a '90s version of the Top-40 format that's been missing from Baltimore radio since the demise of B-104 in 1990.
The Contemporary Hit format on "The New 102.7, XYV" kicked off with a montage of heavy-beat dance music, followed by La Bouche's "Be My Lover."
Dave Ferguson, WXYV's program director, said the station's owners, CBS, have been researching the Baltimore market for the past month and a half, and decided Contemporary Hit Radio was the way to go. "You don't have to do a whole lot of research to find a hole that big," he said.
V-103's on-air DJs were told Thursday afternoon they were being taken off the air. Requests to stay at the revamped WXYV would be considered, Benjamin Hill, the station general manager, said. The station will play continuous music, without DJs, for two to three months.
WERQ-FM (92.3), Baltimore's No. 2-rated station, and WWIN-FM (95.9) remain as the city's urban contemporary stations.
Yesterday's format change will not affect WXYV's sister station, the gospel-oriented WCAO-AM (600), according to station management.
Pub Date: 6/28/97