On The Dial | Radio Format Changes
Memphis radio has welcomed back an old friend, although this particular friend has changed addresses so many times that somebody might want to check whether he’s avoiding a landlord. Flinn Broadcasting has resurrected its familiar Radio Pig brand, bringing it to 560 WHBQ and translator 98.5 W253DF with a Classic Hits format featuring music from the 1970s, 1980s, and 1990s. The move gives the legendary WHBQ frequency a new musical identity following the September relocation of its sports programming to 107.5 FM.
And just like that, the Pig is back in the pen.
Except this time, he’s traded his alternative-rock wardrobe for a collection of familiar hits.
A Familiar Name With a Different Sound
Radio Pig has been part of the Memphis broadcasting landscape, on and off, since 2001. Over the years, Flinn has used the name on several frequencies, including 107.5, 96.1, 87.7, and 1430 AM with 97.7 FM, generally featuring Adult Alternative programming.
The brand has also maintained an online presence.
Its latest incarnation takes a different musical direction, embracing three decades of recognizable pop and rock hits.
Meanwhile, the sports programming formerly heard on WHBQ-AM moved to 107.5 WHBQ-FM in September, replacing the CHR format known as Q107.5. That station subsequently adopted the name 107.5 The Memphis Sports Hub.
So Memphis has experienced a little radio musical chairs.
Sports moved to FM, Top 40 left the building, and the Pig came home with a new record collection.
Somewhere, a consultant is probably drawing a diagram.
A Smart Name Still Needs a Smart Product
I’ve always appreciated station names that have personality, and Radio Pig certainly qualifies.
It’s memorable, distinctive, and practically begs for creative imaging.
But nostalgia for a brand won’t automatically translate into ratings.
Flinn’s challenge will be making the new Classic Hits presentation compelling enough to attract listeners who may remember the Pig from its alternative days while introducing the name to an audience that doesn’t.
And there’s an important lesson here.
A familiar radio brand can open the door, but the programming still has to give listeners a reason to stay.
Classic Hits offers a broad musical foundation, but the station will need consistency, good music flow, and a recognizable identity to distinguish itself in the Memphis market.
Still, there’s something entertaining about watching a brand survive multiple frequencies, several programming eras, and more than two decades of radio changes.
The Pig has apparently decided retirement isn’t for him.
And after spending time on 107.5, 96.1, 87.7, 1430, 97.7, and the internet, perhaps he’s finally found a place to settle down.
Although given his history, I wouldn’t bother engraving the address on his luggage.
Welcome back, Radio Pig.
Memphis has a new Classic Hits station, and one of its most recognizable radio animals is back on the loose.
At On The Dial, we believe memorable branding and great programming belong together. Radio Pig has the name recognition and a fresh musical direction. Now the real test begins: turning curiosity into loyalty, one familiar hit at a time.
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