Full Breakdown
WKRP Call Letters Revived on Tri-State FM Signals
5/8/2026, 12:19:32 AM
Historical Context of the WKRP Brand
The fictional sitcom *WKRP in Cincinnati* popularized the phrase “Livin’ on the Air in Cincinnati” more than four decades ago. The call letters WKRP have not been used in the Cincinnati market since the show’s era. A low-power nonprofit station in North Carolina previously held the WKRP call sign while seeking funds through an auction, but the rights were transferred after the nonprofit contacted the new owners.
Owners and Stations Behind the Rebrand
Radio entrepreneurs Randy Michaels and Jeff Ziesmann acquired the WKRP call letters and applied them to three existing FM outlets: 106.7 MHz serving Northern Kentucky, 94.5 MHz covering Dayton, Ohio, and 97.7 MHz targeting the Cincinnati area. The three stations had already been programmed for a retro-oriented audience; 97.7 MHz formerly operated as “The Future of Rock and Roll” and later as “The Oasis,” an oldies format.
Technical Details and Audience Targeting
- Frequencies: 106.7 MHz (Northern Kentucky), 94.5 MHz (Dayton), 97.7 MHz (Cincinnati).
- Target demographic: Listeners aged 45 and older, the cohort most likely to recall the original television series.
- Experience of leadership: Jeff Ziesmann has spent 53 years in radio, with the majority of his career in the Cincinnati market.
The call-letter change is scheduled for Friday, though the WKRP branding is already audible across all three signals.
Strategic Rationale in a Streaming Era
Michaels and Ziesmann cite intense competition from digital streaming services and the ease with which listeners can switch stations as drivers for the rebrand. By leveraging nostalgia tied to a well-known pop-culture reference, the stations aim to attract a stable, older audience while positioning themselves as a “radio station for 2026,” blending classic rock-and-roll playlists with contemporary production values.
Official Statements from Jeff Ziesmann
Ziesmann emphasized that the rebrand is not an attempt to replicate the sitcom’s characters but to deliver a high-quality listening experience that echoes the show’s spirit. He noted that promotional plans for the upcoming Thanksgiving period are being developed, with a preference to keep details confidential from competing stations.
Verbatim Quotes from Jeff Ziesmann
- “You know, I’ve been in radio for 53 years and I have spent all but a couple of years of my career in this market here in Cincinnati. I’m from here. I was born and raised on the West Side of town and so on and I was always stunned that no one did this before.” — Jeff Ziesmann, Radio Executive
- “And I recall it being discussed, you know, among people who were in radio, but for some reason it never happened.” — Jeff Ziesmann
- “What we have tried to do is create a radio station for 2026. That is current.” — Jeff Ziesmann
- “That is of the highest possible quality that reflects the attitude that the television show reflected without necessarily being a carbon copy.” — Jeff Ziesmann
Upcoming Launch Details
The official FCC call-letter change will take effect on Friday, after which the WKRP brand will be fully integrated into on-air imaging, advertising, and promotional activities across the three markets. The owners indicate that additional “tribute” programming for the holiday season is in development, though specifics remain undisclosed.
