Eastern North Carolina's beloved radio station, The River, is set to undergo a significant transformation. Dick Broadcasting's Classic Hits 92.3/101.1 is preparing to split its simulcast, a move that will have listeners eagerly anticipating the future. But here's where it gets interesting: the station's new direction is shrouded in mystery, with the format for 101.1 WQZL Belhaven yet to be revealed.
The station's Jacksonville signal, 92.3 WQSL, is getting a powerful upgrade. With a signal boost from Class C2 to C1, it will now pack a 100kW punch, reaching New Bern, Kinston, and even the adjacent Wilmington market. This enhanced reach will allow the station to offer a fresh format on 101.1 WQZL, which currently rimshots New Bern and Greenville.
The simulcast partnership between 92.3 and 101.1 has been a long-standing one, dating back to 2002. Over the years, they've experimented with various formats, including Rhythmic CHR, Adult R&B, Variety Hits, and Country. Since 2018, they've been known as The River. However, from 2010 to 2013, the stations briefly went their separate ways, airing Oldies music.
While the stations have started promoting the upcoming change, the exact timing remains a secret. This strategic move by Dick Broadcasting highlights the dynamic nature of the radio industry, where stations must adapt to stay relevant and competitive. The question remains: what new format will 101.1 WQZL adopt, and will it be a hit with listeners?
