YEA Media Group has introduced a new 24/7 radio format designed to bring a personality-driven approach to the Adult Hits category, announcing the launch of Greg FM, a format centered around syndicated host Greg Beharrell and built to blend humor, music variety and interactive listener moments.
The company said the format represents a multi-year development process that combines Beharrell’s comedic style with the programming guidance of veteran radio consultant Mike McVay and the strategic direction of YEA Media Group leadership.
Unlike many Adult Hits stations that rely primarily on large music libraries and minimal personality presence, Greg FM places Beharrell at the center of the listening experience throughout the day while maintaining a wide-ranging playlist designed to appeal to adult audiences.
The format mixes elements of Adult Hits and Adult Variety and features artists including Journey, P!nk, U2, Joan Jett, Sugar Ray and Alanis Morissette.
YEA Media Group President Shawn Nunn said the concept emerged from the belief that the format could benefit from a stronger personality component while maintaining the musical familiarity listeners expect.
“Greg Beharrell is the funniest person in radio, so we thought, why limit him to one daypart,” Nunn said. “Adult Hits and Adult Variety needed to evolve, and now it has with Greg FM. On Greg FM, the callers will be fresh and real, the music will be on target, and listeners will keep coming back because you truly never know what will happen next. There’s nothing else on the radio like Greg FM.”
The company says the format aims to provide affiliates with a turnkey programming option that balances music with entertainment-driven content, while also giving stations a format designed to stand out in markets where Adult Hits has become increasingly music-heavy and personality-light.
Beharrell, whose syndicated show already airs on numerous stations across North America, has built a reputation for blending satire, absurd humor and unconventional listener calls into his broadcasts. Those elements will continue to serve as the backbone of Greg FM’s presentation, which YEA Media Group says will feature spontaneous conversations, comedic segments and unexpected moments designed to keep listeners engaged across multiple listening occasions.
When asked about the launch, Beharrell delivered a response consistent with the quirky tone that has helped define his on-air persona.
“I was talking to you and Greg about the narrative causality being very happy to launch Greg FM,” he said.
While YEA Media Group has not yet announced the first affiliate stations for the format, the company indicated that Greg FM is immediately available to radio stations seeking a new Adult Hits alternative that pairs music familiarity with a personality-driven approach.
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