Las Vegas radio listeners, get ready for a switcheroo! In a surprising move, Beasley Media Group is reversing a decision made just last year, swapping the frequencies of two beloved stations. But why the sudden change? Let's dive in and explore the details.
The Great Frequency Swap:
Beasley Media Group is orchestrating a frequency swap between two iconic stations in the Las Vegas radio market. The 107.9 Coyote Country, a country music station, and 102.7 VGS, a Hot AC station, will trade places on the dial. This move marks a return to their previous frequencies, as they had swapped in June 2022.
But here's where it gets interesting: Coyote Country, which started its journey on 104.3 in 2005 and moved to 102.7 in 2009, will now reclaim its former home on 107.9. This shift boosts its signal to a powerful 99kW/603m. On the other hand, 102.7 VGS, which launched as 'Star 107.9' in 2015 and rebranded with its move to 102.7, will find a new home on the 100kW/543m rimshot signal, accompanied by a 2.5kW booster on the iconic Las Vegas Strip.
A Strategic Decision:
According to Beasley Chief Content Officer Justin Chase, this frequency realignment is a strategic move to honor the stations' rich histories and strengthen their market presence. He stated, "Both KCYE and KVGS have deep roots in this market. This realignment allows us to build on their legacies..." Regional Vice President AJ Lurie echoed this sentiment, emphasizing the improved listening experience and advertising opportunities this change brings.
Market Performance:
In the competitive Las Vegas radio market, KCYE and KVGS have held their own. KCYE, with its country tunes, secured a 2.0 share in the September 2025 Nielsen Audio ratings, while KVGS, catering to Hot AC fans, achieved a 2.1 share. However, they trail behind their competitors, with iHeartMedia's '95.5 The Bull' and Audacy's 'Mix 94.1' leading the pack.
And this is the part most people miss—will this frequency swap be a game-changer for these stations? Will it impact the market dynamics and listener preferences? Only time will tell. What do you think? Is this a smart move by Beasley Media Group, or is it a risky gamble? Share your thoughts in the comments below!
