CV: Entercom unrocks The Mountain

[bob quarteroni]

Mountain radio switches formats

JENKINS TWP. - Entercom Communications Corp. will move the Mountain.

The alternative rock format at WDMT-FM, 102.3, will be replaced Aug. 5 with sports programming, said Ryan Flynn, area manager for the Montgomery County company that also operates WGGY-FM, Froggy 101; WKRZ-FM, 98.5, and WILK-AM, a news-talk station.

WDMT will offer three hours of weekday local sports broadcasting and the NBC Sports Radio package, Mr. Flynn said. The Mountain will continue to stream online and move to WKRZ-HD2, he said.

[Eyewitnessing the News]

Too bad. I liked that the Mountain offered a format that was non-traditional for NEPA. I hear that although the station had a decent number of listeners and ratings were good, sales reps had trouble finding advertisers for the station. You know it's bad when the first ad after the music isn't necessarily family appropriate. This station was also popular in the local business scene.

Three hours of weekday local sports broadcasting. I hope it works, but didn't a similar weekend show on WILK fail a few years back?

I'm not particularly fond of an all-local station switching over to a national broadcast, but I wish luck to those over at the Mountain.