iHeartMedia-Philadelphia has announced the rebranding of Modern Rock WRFF as the new “ALT 104.5, Philly’s Alternative Rock,” effective as of noon today. The station has gone by “Radio 104.5” since its launch in 2007.
To kick off the launch, the station is broadcasting uninterrupted songs from 12 pm to 12 am. The station’s on-air lineup remains the same, with Amber Miller in middays, Mike Jones in afternoon drive and Jammin’ Jessie in nights.
“Who doesn’t love the big reveal at the end of a makeover show,” says PD Amber Miller. “Well, ta-da! Philly’s Alternative Rock station is now sounding bigger and better than ever, combining the music and personalities our listeners love with this fresh, energetic new aesthetic. The station offers listeners the same music and entertainment they crave, just with a fresh new coat of paint.”
“It’s incredible for us to be able to give the people of Philadelphia an even bigger and stronger brand of the Alternative Rock format with the new ALT 104.5,” said Derrick Corbett, SVP of Programming for iHeartMedia-Philadelphia. “The foundation for this music started right here over a decade ago, so to watch it evolve in the manner that we’re planning is something the city deserves and that we’re excited to provide.”
