Mobile gets a new CHR player. iHeartMedia flips Sports Talk 99.5 to Kiss 99.5. It is setting up a direct fight with Cumulus’ 97.5 WABD.
What We Know: iHeartMedia has rebranded W258AY/WRKH-HD2 in Mobile from “Sports Talk 99.5” to CHR outlet “99.5 Kiss-FM.” The station will carry “The Alabama Show” in mornings. Hosted by Amber “Alabama” Cole, syndicated from sister station 103.7 The Q in Birmingham. The same show already airs on 106.5 Kiss-FM in Huntsville, 94.1 WZBQ in Tuscaloosa, and 102.7 Kiss-FM in Memphis. Cole called the move a chance to “wake up with Mobile every morning.”
What’s at Stake: Mobile’s CHR lane has been relatively open. And Kiss 99.5 now competes head-to-head with Cumulus’ 97.5 WABD for listeners and advertisers chasing today’s hits format. iHeartMedia is also leaning on a regional morning show strategy, syncing Cole’s program across four markets instead of building a standalone Mobile show. That approach saves resources, but it also tests whether a Birmingham-based host can authentically connect with Mobile’s audience.
What Remains Unclear: iHeartMedia hasn’t detailed the rest of the new Kiss 99.5 lineup beyond mornings. It’s also unclear how Sports Talk 99.5’s existing audience and advertisers will be handled. Or, whether that sports programming will resurface elsewhere in the market. Additionally, no specific launch metrics or ratings targets have been shared publicly.
What It Means: Mobile radio just got more competitive overnight. iHeartMedia is betting that hit music, paired with a familiar regional voice, can carve out real share against an established Cumulus rival. Region President Ronnie Bloodworth framed the flip as “a big moment for radio in Mobile,” and the next few books will show whether that bet pays off.
Barrett Media produces daily content on the music, news, and sports media industries. Sign up for our newsletters to stay updated and get the latest information right in your inbox.
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.
