LA-based Mt. Wilson FM Broadcasters will launch ALT 106.7 6/9 in the Monterey-Salinas-Santa Cruz market. It’s currently Classical K294CA (translator for Country KYZZ, which Mt. Wilson owns). Mt. Wilson also owns Classical KMZT 95.1 in that market.
It will be Monterey’s sole station with an all-alternative rock format, according to owner Saul Levine. However, there is AAA KRML-A/FM in that market.
Kane Biscaya, GSM and Director of Underwriting at Mount Wilson and Global Jazz Inc., lists everyone from Imagine Dragons to Coldplay to Paramore as likely examples of what listeners could expect to hear.
“We felt there was a big hole in the [Monterey] alternative rock market,” Biscaya told Monterey County Weekly. “There’s no station really hitting the college, high school and even young adult markets right now and there’s huge demand.”
Levine believes ALT 106.7 will provide another niche format to the Peninsula.
Levine and Biscaya both see the station’s relationship with Monterey extending beyond the radio waves. They want to connect with local venues, touring bands coming through and nationally-known events held locally like First City Festival.
Levine’s connection to Monterey County began with the 30 acres of land he scooped up in Greenfield back in 1971 to grow grapes. The operation grew into the mega-operation Cobblestone Vineyard, said the story.
Those tuning in to ALT 106.7 will get a sample in the form of a 25 songs running on a loop until the station makes its official debut 6/9.
See the Monterey County Weekly story here.
