Knoxville has a new radio station and the word is out. 106.1 The River has been the talk of the town since they turned on the switch February 23, 2009. Since then, the station has evolved into a kind of Hot AC/Triple A hybrid while showcasing local artists at the same time, something that is virtually unheard of in the radio industry since consolidation started in the mid 1990s. One of the reasons 106.1 The River is becoming a Knoxville area favorite is because it is locally owned. The Alpert family built the station from the ground up creating something here in Knoxville that did not exist before. Mornings with Bruce Patrick have been well received, and the formula is simple. Give the people what they want during their morning commute like news, weather, traffic, contests and Daily Dirt, but stick to the reason people listen in the first place….for the music. 106.1 The River plays a minimum of 10 songs an hour at any given time of the day, including the mornings. Another favorite among listeners is the all 80s show on Saturday nights. The show features 5 hours of nothing but The Best of the 80s. There’s no hotter retro party in town. The Weekend Time Machine on Sundays is from 11pm -1am featuring 2 hours of the best songs from the flannel decade. From the Go Gos to the Goo Goo Dolls and John Mayer to John Mellencamp, you are sure to be entertained, energized and never bored with this format. The format has taken the very BEST from three decades of music and gives it to you in a way that just flows. Whether you are driving to and from work, taking the kids to practices, headed out on the town or listening at the office online, 106.1 The River will soon become your favorite radio station, too.