Clear Channel Kills Jacksonville’s Planet Radio
Clear Channel appears to have decided to retire their struggling "new rock station" - Planet Radio 107.3. As of this morning, the station has been rebranded as Magic 107.3 and is playing a mix of oldies from the 1970's and 80's. That includes artists like Fleetwood Mac, Diana Ross, the Eurythmics and the B-52's.
The switch happened with little advance notice, and at around 10pm on Wednesday evening the new format took over. The Planet Radio website has been deactivated, as have all the station's social networking outlets.
No word yet on what will happen to Lex and Terry, the Jacksonville-born syndicated morning show that had been airing on Planet Radio for the last several years. Also no word yet from Clear Channel on the exact format of the new station or the fate of the old station's on air and behind-the-scenes talent.
The domain name Magic1073Jacksonville.com was first registered yesterday, perhaps a signal that the owners plan to launch a website in the near future. If the pattern of other recent radio station format switches is followed, it seems likely that the new station will remain a jukebox of music while new talent is hired.
Planet Radio had suffered significantly in the ratings as Cox Radio's rival X 102.9 cut into their audience by promising to play fewer commercials.
Prior to being known as 107.3 Planet Radio, the alternative rock station had aired for many years on 93.3. The new station's call letters remain WPLA, but that will likely change in the near future as the Magic 107.3 brand becomes more established.