Update: Christmas Comes Early for Local Radio Station 

Easy 100.9 switches on jingle-bell format the night before Halloween.

click to enlarge Easy 100.9 is getting into the Christmas spirit early with a holiday-music format launched last night at 6.
  • Easy 100.9 is getting into the Christmas spirit early with a holiday-music format launched last night at 6.

Update Nov. 3: Responding to listeners on its Facebook page, Easy 100.9 responds:

Don’t think that we have not paid attention to your messages about our Christmas programming. We appreciate all of your comments. We just felt, that with all that has been going on in the world, we needed a little Christmas early this year. Some of you may think it is a little too early. We understand that. But when the spirit hits you and you need a little Christmas, we’ll be here for you all the way until Christmas Day.

Also, Lite 98 offers an update about its holiday-music timeline. Dave Carwile, vice president and regional market manager for iHeartMedia, tells Style:

Lite 98 has been Richmond’s Official Holiday Music Station for many years and this year is no exception. Every year, we let our listeners decide what songs we’ll play and when we’ll kick off the season. This year, Lite 98 listeners voted overwhelmingly for us to start playing Christmas music closer to the official Christmas season, which, for most Richmond families starts closer to Thanksgiving.


In previous years, local radio stations Lite 98 and Big Oldies 107.3 have switched to holiday-music formats in the week or two before Thanksgiving.

But now there’s a new station on the scene, Easy 100.9 -- the new morning home of Bill and Shelly -- and it's gotten the jump on Christmas before you could fire up your jack-o'-lantern.

While you were making last-minute costume decisions last night, Jose Feliciano was crooning "Feliz Navidad" from the speakers. This morning, Bill and Shelly wished listeners a happy Halloween in the midst of John Denver and the Muppets singing "12 Days of Christmas."

Or in this case, 62 days of Christmas. (And 27 days till Thanksgiving.)

Summit Media, which owns WHTI-FM, had no comment on the all-holiday format yesterday.

Lite 98 has no news on when its holiday music will start. As for Big Oldies 107.3, it recently changed formats -- combining with the former Liberty “We Play Anything” station to become 107.3 Richmond’s Greatest Hits. Station Manager Bill West says there’s no info yet: “We’re still evaluating our options for this holiday season.”


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