The new month brings a new classic hits outlet to the Santa Barbara market. Cumulus Media launched “KRUZ 103.3” at 8am Monday (July 1) on what was the home of rhythmic CHR “The Vibe” KVYB. “The Vibe” moves up the dial to the 106.3 dial position that was home to classic hip-hop “106.3 Spin FM” and now plays to the neighboring Oxnard-Ventura market with a more mainstream CHR approach.
Cumulus moved “The Vibe” to the 106.3 position without much notice or fanfare over the weekend and commenced stunting on its former 103.3 signal, playing an audio piece heavy on clips of 80s movies and news event actualities.
“KRUZ 103.3” launched at 8am local time Monday with a countdown sequence into “Footloose” by Kenny Loggins, followed by “Wanted Dead or Alive,” Bon Jovi; “The Heart of Rock and Roll,” Huey Lewis and the News; and “Hotel California,” The Eagles. Upon launch the station is running jockless and commercial free.
“Everything good takes time. And, after more than a decade, it’s time we bring KRUZ 103.3 FM back to the Central Coast,” Regional VP/Market Manager Sommer Drisk said in a release. “It’s also the right time to move 106.3 The Vibe to Oxnard to give the fans what they’ve been begging for. With the combination of KRUZ 103.3’s powerful signal, along with the synergy of its legendary sister brand 106.3 The Vibe, we will provide new and exciting ways for our listeners and marketing partners to engage with the fans up and down the Central Coast.”
Brandon Young is named PD of both stations, working with OM Justin Taylor on the changes.
“It's been really exciting to put together and build the stations that people all along the coast are going to absolutely love,” Taylor added. “From the great programming to the dynamic on-air personalities, these are going to be stations that people will be talking about.”
For his part, Young said, “I am absolutely thrilled to join the amazing Oxnard/Ventura, Santa Barbara team of Cumulus Media. I have no doubt that we will take KRUZ 103.3 and 106.3 The Vibe to incredible new heights.”
The KRUZ call letters were previously aligned with the 103.3 signal in Santa Barbara until 2005. They were resurrected and attached to the 106.3 signal in February 2017.
In the Fall 2018 book, KVYB was tied for fifth with a 4.6. As a classic hip-hop outlet “106.3 Spin FM” managed only a 0.4 in the Oxnard-Ventura Fall 2018 book.