If you thought the battle for Mobile’s younger listeners was already competitive…
Think again.
iHeartMedia has officially dropped a brand-new player into the market, flipping 99.5 FM (W258AY/WRKH-HD2) from sports to 99.5 Kiss FM, giving the Gulf Coast a fresh Top 40 competitor and setting the stage for an all-new CHR showdown.
And this isn’t just another format flip.
It’s a statement.
For years, 97.5 WABD has owned a familiar place in Mobile’s contemporary hit music landscape. Now listeners have another destination packed with today’s biggest hits, national promotions, digital integration, and one of iHeartMedia’s established CHR brands.
Leading mornings will be The Alabama Show, hosted by Amber “Alabama” Cole, whose program already reaches listeners in Birmingham, Huntsville, Tuscaloosa, and Memphis. With Mobile joining that growing lineup, iHeart is betting on a show that already has deep roots across the region.
The launch also represents another reminder that even in 2026, radio companies are still willing to make bold moves when they see an opportunity.
Sports out.
Pop in.
New imaging.
New attitude.
New competition.
And that’s good news for listeners.
Because history has shown us something interesting.
When two stations go head-to-head in the same format, everybody tends to raise their game.
The promotions get bigger.
The personalities get sharper.
The community involvement increases.
The contests become more exciting.
Everyone fights a little harder for every quarter-hour.
That’s what healthy competition looks like.
According to iHeartMedia, 99.5 Kiss FM is designed to deliver today’s biggest hits while building a stronger connection with listeners throughout Mobile and the surrounding Gulf Coast communities.
Will it shake up the ratings?
Will it attract a new generation of listeners?
Will it ignite one of the South’s most interesting CHR battles?
Those answers won’t come overnight.
But one thing is already certain.
Mobile radio just got a lot more interesting.
And when programmers start making bold moves…
The rest of the market usually starts paying attention.
On The Dial covers breaking radio industry news, including layoffs, programming changes, talent moves, and broadcast trends across the United States.
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