Carla Marie & Anthony

Sweeping changes made by iHeartMedia in Seattle yesterday involve more than just a game of format roulette. They also introduce some new drive-time talent to the market.

Anchoring a new on-air lineup at Power 93.3 are morning cohosts Carla Marie & Anthony from the Premiere-syndicated “Elvis Duran Show.” Power 93.3 launched with 10,000 songs commercial-free.

Over on Alt 102.9, Seattle personality Harms will host afternoon drive. KUBE will continue to feature Supa Sam in mornings and Tiffany in afternoon drive at its new 104.9 address. And the team of Bender and Molly will continue in morning drive on KBKS.

The goal of the overhaul, according to Kent Haehl, market president, iHeartMedia Seattle, is to keep the stations’ core listeners while attracting new ones. “These programming changes will build on the strengths of each brand and what differentiates them from one another,” Haehl said in a news release. They’re not traditional format changes, he said, but rather “a pivot strategy to enable these brands to resonate quickly with both listeners and advertisers.”

Andrew Jeffries, executive VP of programming of the West Division, said the realignment will “bring a fresh new approach to Seattle listening that will drive results.”

Senior VP of programming-Seattle, Rich Davis, said the changes “align our brands in a way that capitalizes on each station’s strengths and gives us the best opportunity to win while providing a fresh new experience for our audience.”