After 15 years in the format as a local Christian station Crawford Broadcasting has flipped WRCI/Rochester (102.7 The Light) to adult standards/oldies. The sign off happened Saturday 2/9. Good news is the entire WRCI staff has been retained. The Christian format will continue as a HD-2 broadcast and also be streamed online.

WRCI-FM started in 1993 with programming of Bible teachings and some music and went to a more music-dominated format last April. However, GM Robert Hammond said, “it’s just not been a format supported by the advertising community or the church community,” prompting the decision by Crawford to change the format.

from HisAir.net Report

CMR Observation:

For a 15-year broadcaster to flip formats twice in 10 months says plenty. Support of Christian radio is closely related to the station’s image and presentation in the marketplace. If the sales staff thought selling a veteran station was difficult, wait until they hit the streets this week as an unproven entity.

Tags: christian, News, noncommercial, radio, streaming