My103.9 launches in Phoenix


Riviera Broadcasting launched Adult Hits “My103.9” (KEXX-FM), whose format is created primarily through listener input and will be designed to connect with the Gen X audience. Replacing Alternative X-103.9, much of the on-air music and content is designed through the feedback, requests, and desires of the Phoenix audience.

My103.9 will invite listeners to stay in constant touch through call-ins, text messaging, and by participating in the station’s active social network and online community. Through its interactive website – – as well as Facebook, Twitter, and other social networking sites, My103.9 will continuously engage with the audience to better understand exactly what they want and, in turn, will give them specifically what they ask for.

Adding to its authentic nature and inclusive appeal, My103.9 team members will regularly hit the streets of Phoenix to reach out directly with listeners and gather their insights and opinions – not just on the music, but also on the current events, topics, lifestyle issues, and community outreach programs that matter most in their lives, to their families, and to the Phoenix community at large.

While audience feedback will direct a large portion of the musical content, core artists heard on My103.9 will include U2, The Police, Blondie, Aerosmith, Bon Jovi, The Eagles, John Cougar Mellencamp, The Pretenders, Bruce Springsteen, Van Halen, and many others.

The legendary KUPD-FM Phoenix personality, Dave Pratt, will kick off mornings at 5:30 a.m. Monday through Friday.

In Phoenix, Riviera also O&O’s Power 98.3 (KKFR-FM) and Latino Vibe 95.1 (KVIB-FM). The group is headed by veteran broadcast exec Michael Cutchall, President and CEO, and Jose Rodiles, COO.