Greenville‘s 99.5 Flipped to All-Christmas, Signaling ‘Adult Contemporary’ Future
Just in time for the holiday season, Greenville’s W258CB has transformed into “Star 99.5,” adopting a festive all-Christmas format. This move comes after SummitMedia flipped the station from its previous Hip Hop format as “Streetz 99.5” in early May.
A Seasonal Shift Mimicking Omaha
The new “Star 99.5” logo and branding mirror that of co-owned Adult Contemporary station “Star 104.5” in Omaha, Nebraska (KSRZ-FM).
This imitation strongly suggests Rexs a long-term transition to a similar AC format after the holiday season ends. The Greenville-Spartanburg market has been missing an Adult Contemporary station since Audacy’s divestiture of “Magic 106.3” (WSPA-FM) back in April, and its subsequent conversion to Regional Mexican “La Raza 106.3.”
Competition After Christmas
This transition gives Star 99.5 “W258CB likely to face competition with Audacy’s “The Block 96.3/104.5/107.7” (WFBC-HD2), a rhythmic-CHR formatted station that holds a 1.3 share.
Greenville/Spartanburg listeners can also tune into a secular all-holiday hit mix on W258CB, joining Christian AC station “His Radio” 89.3 (WLFJ-FM) broadcasting seasonal tunes throughout the holiday season.
Is the shift to a softer adult-contemporary format indicative of a broader trend in radio, or is Greenville’s market unique?
## Greenville Goes All-Christmas: A Sign of Things to Come?
**[Intro Music]**
**Host:** Welcome back to the show! We’re talking radio trends today and a curious case out of Greenville, South Carolina. It seems the holiday spirit came early this year.
Joining us to unpack this festive phenomenon is radio expert, Alex Reed. Thanks for being here.
**Alex Reed:** Thanks for having me. Happy Holidays!
**Host:** So, Alex Reed, as you know, Greenville’s 99.5, formerly “Streetz,” has done something rather unique. Tell us what’s going on.
**Alex Reed:** That’s right! Naturally, it’s the season for all things merry and bright, but what’s interesting is that 99.5 has flipped to Christmas music *before* Thanksgiving, which is a bit unconventional. This move is being seen as a strategic testing ground for a full-time adult contemporary format.
**Host:** So, they haven’t officially announced a permanent re-branding?
**Alex Reed:** Not yet, but the writing’s on the wall. This kind of “all-holiday” stunt is a popular way for stations to gauge listeners’ response to a potential format change. If the ratings spike, it could be a good indication that Greenville is ready for a softer, more adult-oriented soundtrack.
**Host:** Interesting! It’s definitely a bold move. What do you think it says about the current state of radio?
**Alex Reed:** I think it shows stations are constantly evolving to meet changing listener tastes. The popularity of streaming services has put pressure on traditional radio to offer something unique and engaging. We’re seeing more experimentation, more niche formats, and a lot of creativity in how stations connect with their audiences.
**Host:** Sounds like we’re in for some exciting changes to the radio dial. Alex Reed, thanks for shedding light on this trend for us!
**Alex Reed:** My pleasure! Happy listening, everyone!
**[Outro Music]**
