The Infinite Dial

It's only 2 p.m. on Friday, but it's already been a pretty good holiday weekend in terms of the number of format changes in significant markets: Clear Channel has flipped '90s Alternative WRXS Columbus, Ohio, to '90s-based Gen-X radio and Active KYRK New Orleans to Classic Rock as "The Brew." Univision has installed Latin Urban "La Kalle" at KRGT Las Vegas, in case you were wondering if that format had outlived the regggaeton boom. And Atlantic City gets a dance/rhythmic outlet this evening when WJSE Atlantic City, N.J., drops Alternative to become WWAC (Wild 102.7).

But three of the most publicized format changes of the weekend are not taking place on terrestrial radio. Early this morning, Buckley unveiled a New York-targeted Country stream, WOR Country (The Elephant); their announcement of the pending station prompted the owners of KKGO (Go Country 105) Los Angeles to launch a similar New York-targeted stream, due to arrive tomorrow morning. And Talk host Tom Leykis has launched Indie rocker New Normal Music--promising music from only the last 12 months.

So despite Leykis' protestations on New Normal's Website that his stream shouldn't be compared to anything as mundane as radio, it is interesting to see Webcasters (even those with connections to terrestrial radio) opting to launch on what has traditionally been radio's biggest format change holiday. Then again, part of what made July 4 such a big changeover date was the promotional opportunities it represented. So how long do we have before somebody flies a banner over the beach telling listeners to tune their smartphone to the new pureplay?