WRFF/Philly Rebrands As ALT 104.5
• iHeartMedia Alternative WRFF/Philadelphia has dropped its Radio 104.5 handle in favor of the company’s widely used Alternative brand, ALT 104.5.
“Who doesn’t love the big reveal at the end of a makeover show,” said PD/midday personality Amber Miller. “Well, ta-da! Philly’s Alternative Rock station is now sounding bigger and better than ever, combining the music and personalities our listeners love with this fresh, energetic new aesthetic. The station offers listeners the same music and entertainment they crave, just with a fresh new coat of paint.”
Derrick Corbett, SVP of Programming for iHeartMedia Philadelphia, remarked, “It’s incredible for us to be able to give the people of Philadelphia an even bigger and stronger brand of the Alternative Rock format with the new ALT 104.5. The foundation for this music started right here over a decade ago, so to watch it evolve in the manner that we’re planning is something the city deserves and that we’re excited to provide.”
To properly kick off the launch, ALT 104.5 rolled commercial-free from noon until midnight. Amber Miller is enjoyed weekdays from 10am-3pm, followed by Mike Jones in afternoon drive and Jammin’ Jessie from 7-midnight.
