Rock 104 goes to country music format, stays online with rock music

October 11, 2010

GAINESVILLE, Fla. — The University of Florida’s 100,000-watt commercial radio station, WRUF-FM — known today as Rock 104 — is slated to become Gainesville’s only country radio station beginning this weekend, officials from UF’s College of Journalism and Communications announced today.

Under its new name, “Country 103.7 — The Gator”, the station will broadcast country music to attract a broader audience and help ensure the economic viability of the media properties for decades to come, said Randy Wright, executive director of the college’s multimedia properties.

Country music is the nation’s No.1 music format, Wright said, and research shows that the biggest growth in the country music audience is among 18- to 24-year-olds.

“Throughout my career I’ve been involved with numerous format changes on radio and program launches on television and without doubt this is the most exciting,” Wright said.

Rock104 will live on worldwide as Rock104.com, continuing to target the 18-34 demographic with the active rock format the station has programmed plus local information and entertainment of value to North Central Florida. The online station will employ state-of-the-art streaming and various new media “apps” designed for the Rock104 brand and its unique college-aged listeners.

Both changes create more learning opportunities for the college’s students and the online station will provide additional opportunities for research on Internet media, online radio stations and media products.