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If you can't beat them, be them.
That's an axiom that defines Tampa Bay radio, as witnessed by the latest "change" in formats.
The ratings-troubled WMTX-FM 95.7, formerly known as Mix 96, this week reinvented itself as The New Star 95.7. According to news releases, it is a "brand new format, Modern AC (adult contemporary)."
On the air, the "new" station is explaining that it polled several listeners (all six of them) of Tampa Bay radio and asked what they liked about their current choices. Mentioned among favorite things were the The Point (WHPT-FM (102.5), market leader (WFLZ-FM 93.3, the former Power Pig ), KISS FM (WAKS-FM 100.7), KISS's Mason Dixon and the old Mix 96.
So it's out with old and tried and in with some more old and tried, as Mix melts into an interminable list of local adult contemporary stations designed to meet the needs of an audience 25 to 49 years of age.
If...