SACRAMENTO, Calif. (KTXL) — The new Sacramento-area radio station has kicked off with three days of 24-hour loops themed “Star Wars,” War’s “Cinco de Mayo,” and Rebecca Black’s “Friday.”
“The New 107.9,” KSTE-FM, aired this Wednesday under iHeartMedia ownership after the company purchased the rights to 107.9 FM from the Federal Communications Commission for $6.1 million in July 2021.
So far, the station has yet to announce live or online what kind of regular programming it should expect.
It’s common for a new radio station to use 24-hour loops, or ‘stunting’, to grab attention and let people know the station is back on the air before it announces what will be regular programming.
Sacramento’s 107.9 frequency operated as KDND under Entercom Communications and branded 107.9 The End, a Top 40 Hits station, until its closure in February 2017.
iHeartMedia operates six additional stations in the Sacramento area, including KFBK News Radio on 93.1 FM and 1530 AM; 92.5 The Breeze on 92.5 FM, V1010 on 101.1 FM; 93.7 La Rivière on 93.7 FM; Speak 650 KSTE on 650 AM and 107.1 The Bull on 107.1 FM.
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