CBS reacts to Merlin move in Chicago

[Scott Fybush]

Bob DeMattia wrote:
> I guess fresh 105.9 is going away.
> The WBBM-FM calls are on Rhytmic Contemporary "B96" (96.3) now.  Will they
> move the call to 105.9?

Unlikely. We're in the new world of PPM now, and calls really don't 
matter in a situation like this. Regardless of what calls are given 
quietly once an hour, CBS will promote "Newsradio WBBM" on both 780 and 
105.9 and the FM listening will appear combined under single-line 
reporting with 780. There's no longer any need for them to worry about 
diary attribution when listeners write down "WBBM-FM," since the PPM 
knows whether it's hearing 96.3 or 105.9.

CBS never bothered changing the calls of its FM in San Francisco 
(KFRC-FM) when it began simulcasting all-news KCBS (740); the KCBS-FM 
calls are already well ingrained at their LA "Jack" outlet, and they 
evidently saw no reason to shuffle things around out there.

(It's certainly keeping the message boards busy, though!)

s