Summit Media debuts classic hip hop format on new signal with “G104.3”

At a time when an increasing number of FM stations are filling open frequencies on Richmond’s airwaves, radio group Summit Media has added one more. The latest addition, however, is something entirely new to the market.

On Wednesday at noon, the company launched “G104.3,” at 104.3 on the FM dial featuring classic hip hop from the 1980s through the 2000s and artists such as Snoop Dogg, Salt N Peppa, Jay Z, TLC, Naughty By Nature, Run DMC, and 2Pac. The station stunted by playing a loop of Dr. Dre/Snoop Dogg’s “Nuthin’ But A ‘G’ Thang” for several days leading up to the launch.

“This station appeals to a diverse group of listeners who grew up embracing Hip Hop Culture and listening to Hip Hop,” said G104.3 Program Director Melissa Chase. “While they have matured in age, lifestyle and social awareness they are still extremely passionate about this music.”

G104.3 (licensed as W282CA) is an FM translator of WKHK-FM–which means its signal strength is a bit weaker than most full-power broadcast stations–is aided by its central tower location in Richmond’s Near West End and can be clearly heard throughout Metro Richmond (check out the coverage map here).

“SummitMedia is thrilled to launch a new signal into the market,” said Richmond market President Bob Willoughby. “Classic hip hop is an underserved audience segment and we are excited to be able to bring G104.3 to Richmond.”

With the addition of G104.3, SummitMedia Richmond now operates six FM stations in the market including country station K95 (WKHK 95.3 FM), Classic Rock 96.5 FM (WKLR), classic hits format Star 100.9 (WJSR-FM), adult contemporary 103.7 Play (WURV) and top 40 station Hot 106.1 (WURV HD2–the company’s first translator-based station in the Richmond market).