If you can resist drilling a small hole into your skull to relieve My 102.7 FM’s occasional, between-song “my this, my that” twaddle, it offers something unusual among terrestrial stations: commercial-free music. Listen here.
Tune in to the newest player on the crowded Treasure Valley airwaves, and you’ll hear Imagine Dragons approximately every 7 seconds, plus acts including Taylor Swift, Robin Thicke, Lady Gaga, The Lumineers, Lorde, OneRepublic and, um, Florida Georgia Line. Licensed in Melba, My 102.7 is targeting Mix 106 and Lite 108, as well as sniffing at the playlist of 94.9 The River, among others. (Full disclosure: I host a weekly show on The River.)
Assuming this is your kind of Hot AC music amalgam, it’s appealing — until that pre-recorded ditz chirps in with her “my my my” Treasure Valley shtick: “This is my grocery store,” she even says, name checking the Boise Co-op. (This is MY radio dial, babe. Remember that.)
The absence of commercials is tempting, if temporary. The music format isn’t supposed to change, but KZMG-FM is in the midst of being sold to FM Idaho. Once FCC approval comes, so will the commercials on My 102.7 — sometime in early 2014.