Apex awkwardly kicks Wave around a bit more

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Hmmm … is 96 Wave stumbling back into action online? Maybe. Charleston-based American Media Services — a full-service radio brokerage, engineering, developmental engineering and internet technologies firm — recently launched a beach music and a Southern rock “internet radio station” (is that an oxymoron?). Word has it they may work in conjunction with Apex Broadcasting to launch some sort of web version of 96 Wave, although likely without many of the familiar DJ voices.

American Media Services president Edward Seeger was quoted in a recent piece published in The Post & Courier praising the flip from 96 Wave to Chuck FM. He predicted that Chuck FM’s ratings would “rocket” under the new format, especially with listeners from 22-55. Apex VP Chris Johnson told the P&C "the response from advertisers and listeners has been static-free and largely positive." That doesn't seem be the case on this web log.

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Wave’s old web site sneaked back online over the weekend, although much of the former content is missing.

Is this bold move to win back angry listeners who feel betrayed and disrespected by the sudden format switch, or just another fumbling step along a meandering path? Was this deal already in the works, or could it be in reaction to the uproar from the former fan base? At this point, who cares?

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