Boston's sports radio is set to quake : 93.7 to become WEEI's simulcast come Monday
Althought the official announcement will be made later on Thursday morning, the big buzz about Boston getting a second major FM sports radio outlet has been building since the first FM sports talker - WBZ 98.5/The Sports Hub came on the air two years ago. Aftetr the newcomer the SportsHub overtook WEEI in the ratings in all major key male listener target demographics a few months, the rumors began flying that Entercom might opt to simulcast its 20-year old sports talk WEEI AM 850 on one of its two FM outlets to better position itself in the sports radio batte and reverse the trend of losing its ratings and revenue to an FM sports competitor. The most likely candidates to provide that spot were variety WMKK 93.7/MikeFM or rocker WAAF 107.3FM(also on WKAF 97.7FM). Both stations don't bring anywhere close to WEEI's revenue.
At 8am on Thursday, WEEI is going to officially announce that it will simulcast WEEI's programming on 93.7FM in Boston. The current MikeFM programming on 93.7FM which has been on the air since 2005 will end.
Now with the news this week that the SportsHub once again won the latest July ratings survey, WEEI's management is reacting fast and furious. Entercom hopes by putting its sports product on an FM outlet it would put WEEI on the equal footing with the SportsHub by being able to draw listeners from a yonger and wider male audience that strictly listens to radio on FM for music or sports.