Alpha Media Peoria has announced that its AC station, WSWT ? known for years as Lite Rock 107 ? is now The New Mix 106.9. There will be no change in the music, and on-air personalities will remain the same. Market Manager Mike Wild said, ?Stations as successful as WSWT don?t often switch names. It?s a bold move, but we believe it to be a beneficial step in the right direction for the future of the station and our listeners.?
Operations Manager Randy Rundle said, ?We had listeners tell us the word, ?Lite? wasn?t reflective of the product and had created an image that we play Celine Dion and Whitney Houston songs ? but that was years ago. We continually had listeners using the word ?Mix? when they would describe to us how they liked our music. We?re often told we have ?the best mix,? or we should add a specific song ?to the mix,? so we think this evolution to Mix as our name is very natural and relevant.?