The Delta Hears New Tunes on Rock 106.3



What about Bob? Rock 106 brings back "The Delta's Classic Rock" format and brings some much needed competition to the Greenwood radio market.

In the year 2008, Greenwood area residents will no longer be forced to listen to the same old boring radio station. Yep, there's a new dog in town and its name is Rock 106.

Found on your FM dial at 106.3, Greenwood's WGNG made the transfer from hip-hop to rock 'n roll on New Year's Eve 2007. Now playing the best of the 60's, 70's, and 80's, Rock 106 is reminiscent of such stations as Memphis' Rock 103 and the Golden Triangle's 99.9 The Fox.

Wes Sterling, a familiar Greenwood deejay and proprietor of Rock 106, decided that Greenwood needed a local radio station that played music people want to hear. With this vision, he set out to develop a new radio station for the Mississippi Delta. He has spent the past six months working on the format and boasts that one of the greatest features of his new station will be its variety.

Upon negotiating a deal with one of the most reputable companies in the business, Sterling was sent a list of 800 titles from their classic rock library. Not satisfied, he insisted on having more. Although the company had never done it before, they sent down their entire database from which he handpicked the best songs based on the sound he wanted to achieve.

While most stations rotate 800-1,000 songs, Rock 106 will have over 4,000, with new songs added on a weekly basis. Although most of the songs will be classic rock (the Beatles, Steely Dan, Fleetwood Mac, the Rolling Stones, etc.), Rock 106 recognizes the Delta's blues heritage and promises to mix in the occasional Keb 'Mo-esque blues tune.

Another one of Rock 106's features will be a personal connection with its listeners. Sterling wants his listeners to be involved in programming the station. As a result, Rock 106 will soon have a dedicated phone line for people to offer ideas and suggestions on music or special features. Sterling promises that if the suggestion fits his mission, he'll act on it.

As an added feature, Sterling will host a morning show Monday through Friday, starting at around 7 a.m. for two or three hours.

"This will be the first time I have been given complete control over programming at a radio station," Sterling said. "I definitely hear a void in this market, and I truly believe the programming I have put together will fill that void. I have listened to many radio stations, but have never heard one that sounds as good as I think this one will."

Sterling began his career in radio in 1973, working mostly for stations in Mississippi. Sterling also worked for Greenwood's WYMX from 1982 until 2004, leaving the station before it changed from Max 99's classic rock format to The Bob.

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