Get ready for a musical journey like no other! The airwaves of Salt Lake City are about to get a whole lot softer with the arrival of Coast 103, a new Soft AC station.
In a market already bustling with Adult Contemporary options, Capital Broadcasting has boldly stepped in to offer something unique. Coast 103, with its catchy URL, 1031thewave.com, is set to create a buzz and challenge the established players.
But here's where it gets interesting... KLO-FM, the station behind Coast 103, has a history of daring moves. Remember when they went all-Christmas in 2025, dropping their Classic Alternative format? It was a bold strategy, and now, they're back with a new identity and a fresh sound.
The new Soft AC format creates an intriguing flanker to their sister station, Hot AC Now 97.9. However, the real competition lies with other established stations like FM 100, B98.7, Classic Hits 94.1, and My 99.5. With a 7.5 share, Now 97.9 leads the market, but the question is, can Coast 103 make a dent in this crowded landscape?
Let's take a look at the November ratings: KSFI, a strong competitor, holds a 6.4 share, while KODJ and KBEE trail behind with 5.5 and 4.7 shares, respectively. KJMY adds a 2.7 share, and KLO-FM, with its Christmas stunt, saw a significant rise from 0.9 to 1.5.
And this is the part most people miss... The 6 am hour on Coast 103 is a delightful mix of classic and contemporary soft rock hits. From Savage Garden's soulful 'Truly Madly Deeply' to Dua Lipa's groovy 'Levitating', the station promises a smooth start to your day.
Here's a glimpse of what you can expect:
- Little River Band's nostalgic 'Reminiscing'
- Cyndi Lauper's timeless 'Time After Time'
- Barry White's romantic 'Can't Get Enough of Your Love'
- Adele's heartfelt 'Someone Like You'
- And many more!
So, will Coast 103 be a breath of fresh air or just another player in the crowded market? What's your take on Soft AC stations? Do you think they offer a unique listening experience? Share your thoughts in the comments below!
