It was fun while it lasted but alt rock lovers in the Treasure Valley are down one radio station.
V 99.1 officially switched from the alt rock format to news/talk radio the afternoon of Aug. 8. Impact Radio Group—which owns the station—will now simulcast more than 10 hours of news plus commentary on 99.1 FM and KINF 730 AM.
Station General Manger Darrell Calton said that while management was emotionally tied to V 99.1, it came down to a financial decision.
"The alt rock format was just not growing for us after two years," he said, adding that market research showed what they saw as a gap in news coverage in the valley. Calton said no jobs were lost due to the change of format and five positions were actually added.
Still, loyal fans may have an alternate way to listen to the station in the future. Calton said managers are weighing commentary and support for a possible online-only streaming station on the V99.1 FM Alternative Music Now Facebook page. If there is enough support, Calton said the station may reappear as a commercial-free online option.