Get ready for a shake-up in Salt Lake City's radio scene! The already packed Adult Contemporary market just got even more crowded with the launch of Coast 103.1, a new Soft AC station from Capital Broadcasting. This move adds another layer to the city's diverse musical landscape, but it also raises questions about how listeners will respond to yet another option in an already competitive field.
But here's where it gets interesting: Coast 103.1, broadcasting as KLO-FM from Coalville, made waves earlier this year when it became the first station in 2025 to switch to an all-Christmas format, dropping its Classic Alternative identity as “103.1 The Wave” back in October. Now, it’s back with a Soft AC format that positions itself as a flanker to its sister station, Hot AC “Now 97.9” KBZN. However, it’s also stepping into direct competition with established players like Bonneville’s “FM 100” KSFI, Cumulus Media’s “B98.7” KBEE, and iHeartMedia’s duo of Classic Hits 94.1 KODJ and Hot AC/Christmas music “My 99.5” KJMY. Is there enough room for another player in this crowded space, or will Coast 103.1 struggle to find its footing?
And this is the part most people miss: While KBZN led the Salt Lake City market with a 7.5 share in the November ratings, the competition is fierce. KSFI held a strong third place with a 6.4 share, KODJ came in sixth at 5.5, KBEE followed with a 4.7 share, and KJMY added a 2.7 share. Meanwhile, KLO-FM saw a modest rise from a 0.9 to 1.5 share during its Christmas music stunt. Will Coast 103.1’s Soft AC format be enough to carve out a significant share of the market, or will it get lost in the noise?
To give you a taste of what Coast 103.1 is offering, here’s a sample of their 6am hour playlist, which blends timeless classics with modern hits:
- Savage Garden – Truly Madly Deeply
- Little River Band – Reminiscing
- Cyndi Lauper – Time After Time
- Ozark Mountain Daredevils – Jackie Blue
- Barry White – Can’t Get Enough of Your Love
- Atlanta Rhythm Section – So Into You
- Adele – Someone Like You
- Paul Davis – Cool Night
- Dido – Thank You
- George Benson – Turn Your Love Around
- Donna Lewis – I Love You Always Forever
- Peter Frampton – Baby, I Love Your Way
- Dua Lipa – Levitating
- Player – Baby Come Back
- The Eagles – I Can’t Tell You Why
This mix of old and new is clearly designed to appeal to a broad audience, but is it enough to stand out in a market already saturated with similar formats? Only time will tell. What do you think? Will Coast 103.1 become your new go-to station, or is the Salt Lake City radio market just too crowded for another player? Let us know in the comments!
