WYRB

WYRB, known locally as Power 106 is a Rhythmic contemporary radio station serving Rockford, Illinois, licensed to nearby Genoa. It is owned by Crawford Broadcasting.

WYRB
CityGenoa, IL
Broadcast areaRockford
DeKalb
BrandingPower 106.3 FM
Slogan"Today's Hits & Hip-Hop"
Frequency106.3 FM (MHz) (HD Radio)
FormatRhythmic Contemporary
ERP3,800 watts
HAAT126 meters (413 ft)
ClassA
Facility ID21202
Call sign meaningW Your R&B (Previous Meaning)
OwnerDontron, Inc. (Subsidiary, Crawford Broadcasting Co.)
Websitehttp://www.mypower106.com/

Up until June 2010, WYRB was a simulcast of Chicago's WSRB and offered an Urban AC format. However, realizing that there was a hole for a Rhythmic format in Rockford and at the same time tapping into an audience looking for another alternative to Top 40/CHR WZOK, Crawford decided to split up the simulcast and refocus WYRB on the Rockford area as a Rhythmic Top 40 rather than as an Urban Contemporary. According to Sales Manager DiAnna Cantele Mazzola, “They identified that R&B wasn’t taking off and felt there was a niche to be filled for the urban market,” and added “Now it’s today’s hits and hip-hop, and club music that really doesn’t get played a lot.”[1]

WYRB broadcasts in HD.[2]

References
  1. "Power 106.3 brings more hits, hip-hop to local radio" from Rockford Register Star (June 8, 2010)
  2. http://hdradio.com/station_guides/widget.php?id=1


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