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iHeartMedia Rebrands 97.3 FM to Adult Contemporary B97.3

10/14/2025

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Summary

Story summary

iHeartMedia Milwaukee rebranded 97.3 FM, formerly The Game, to B97.3, an Adult Contemporary station.
The new format features "Feel Good Favorites" and artists such as Adele and Maroon 5.
Packers and Wisconsin Badgers football will now air on 95.7 WRIT-FM.
The move follows WLDB's sale, as iHeartMedia expects a gap in the AC market.
Dan Lenz, Market President, expressed confidence the new station will resonate with listeners.

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Story summary

iHeartMedia Milwaukee rebranded 97.3 FM, formerly The Game, to B97.3, an Adult Contemporary station.
The new format features "Feel Good Favorites" and artists such as Adele and Maroon 5.
Packers and Wisconsin Badgers football will now air on 95.7 WRIT-FM.
The move follows WLDB's sale, as iHeartMedia expects a gap in the AC market.
Dan Lenz, Market President, expressed confidence the new station will resonate with listeners.