Lonestar Broadcasting Group has closed its deal. The $900,000 purchase of Villecom LLC’s four Central Texas stations is now official — and a format flip followed immediately.
What we know: KSTV-FM in Dublin/Stephenville relaunched as “Cowboy 93,” shifting from mainstream country to Red Dirt. Kenneth Witt — a rancher, podcaster, and former attorney — will host mornings weekdays from 7–9am. Meanwhile, sellers Boots Elliott and Bob Haschke retain roles. Elliott will call local high school sports; Haschke moves into sales consulting.
What’s at stake: Red Dirt Country has deep roots in Texas and Oklahoma — it’s a format built for this geography. Small-market radio ownership at $900K signals thin margins and a need for strong local identity to compete. High school sports broadcasting directly ties a station to community loyalty. That loyalty drives both ratings and advertiser retention in markets this size.
What remains unclear: The fate of the three remaining Villecom stations hasn’t been announced. It’s also unknown whether the other stations will get format adjustments. Witt is a first-time broadcaster, so his long-term operational strategy is still unproven. How quickly advertisers embrace the new brand will be worth watching closely.
What it means: Lonestar’s approach is a bet on hyper-local personality radio in a shrinking small-market landscape. Witt’s outsider background could be an asset — not a liability — in a tight-knit rural Texas community. Still, the real test comes in execution. Local morning shows and community sports coverage can anchor audience loyalty in ways no algorithm can replicate.
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David Hill serves as a Music Radio Editor, Columnist and Features writer for Barrett Media. A radio lifer with more than 30 years behind the mic, in the control room, and in the program director’s chair, David’s career spans influential stops at brands such as WIYY 98 Rock, WBAL-AM, and 99X. He has worked across multiple formats and ownership groups, including iHeartMedia and Cumulus Media, developing talent, breaking music, and navigating every major industry shift from diary to PPM and terrestrial dominance to streaming disruption. When he’s not writing or analyzing the industry, Dave runs The Tune Farm, a marketing firm built to help artists and brands grow audience the same way great radio always has—by creating connection, not just impressions. He can be reached at David@BarrettMedia.com.
