South 107 adds extra signal to expand reach in metro Atlanta
The new signal, called a translator, works off the WSB-TV tower near Freedom Parkway and covers downtown Atlanta expanding outward. The signal doesn't do well in Gwinnett County, where Majic 107.5 causes some interference, said Howard Toole, who runs the station and is a managing partner of Rome Radio Partners. But he said it can reach into Conyers, no problem.
Both signals run on 107.1. Under old technology, the two signals would "fight" each other in areas where they meet and cause interference. Toole is trying new experimental equipment that will "merge" the signals better and create a more seamless experience.
The country station began airing on the new 107.1 on Feb. 7 as a "soft opening" but is still tweaking the sound. Toole said there is still some "signal degradation" between Vinings and Marietta off I-75. (Here in Dunwoody, I was able to hear 107.1 without any real issues in my car.)
South 107 provides a third option for in-town country fans on the FM dial though it won't quite cover the entire metro area the way 94.9/The Bull and Kicks 101.5 do.
"I intend this to be an Atlanta station," Toole said.
South's arrival also brings Moby, formerly a morning host at Kicks, back inside the Perimeter after a 12-year absence. His syndicated show is also heard on WGNC-FM in Athens.
"Translators" are relatively weak signals, but they are now used by several stations either as a supplement or a low-cost way to offer a different format on the FM dial. Sports talk 680/The Fan simulcasts on one at 93.7. Hip-hop station Streetz 94.5 uses one and generates solid ratings among younger listeners. Atlanta-based Cumulus gets some ratings from pop station Q100 at 97.9 and True Oldies 98.9. And Clear Channel uses its 92.3 translator as ESPN Desportes, a Hispanic sports talk station.
These translators are supposed to be attached to another signal and can be heard if you own an HD radio. In South 107's case, it's WSB-FM HD3.
Toole was general sales manager at V-103 from 1976 to 1991. He worked for a time under Rick Mack, now GM at Star 94. He has also worked at CBS Radio and Cox Radio. He has been part of Rome Radio Partners since 2009.
Technically, 107.1 is owned by Women’s World Broadcasting, but Rome Radio Partners leases the signal and runs the radio station.
About the Author
Rodney Ho writes about entertainment for The Atlanta Journal-Constitution including TV, radio, film, comedy and all things in between. A native New Yorker, he has covered education at The Virginian-Pilot, small business for The Wall Street Journal and a host of beats at the AJC over 20-plus years. He loves tennis, pop culture & seeing live events.
