After rebranding as “Star 96.1” in June following the sale of Audacy’s 102.5 license to Educational Media Foundation, Townsquare Media’s Buffalo NY AC has now rebranded as “The New 96.1“.
Townsquare had relaunched their AC “96.1 The Breeze” WMSX Buffalo as “Star 96.1” concurrently with the sign-off of “Star 102.5” WTSS at 10:00am on June 9 with the station taking on the WTSS call-letters later in the month. Audacy would keep their “Star 102.5” brand going online and then added it on 107.7 WLKK-HD2 Wethersfield Township.
Now 96.1 WTSS has rebranded simply as “The New 96.1” with the station emphasizing its upcoming move to Christmas music in November as the station will supplant 102.5 as the primary holiday music station in the market barring a surprise entrant. Some references to the “Star” name remain in station promos and from their voicetrackers, but have been wiped from the station’s digital presences.