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SPORTS RADIO BOOSTED ON CAPE
(February 19, 2009) The Rose by another name will sound like sports talk radio.

Popular Boston sports radio station WEEI will be syndicated on 96.3 FM as of April 1, the Cape station's parent company, Qantum of Cape Cod, announced yesterday.

The current station, WRZE, "The Rose," will become WEII, and broadcast WEEI's programming full time.

"We're sad to be leaving the top 40 arena, but in terms of strength of our portfolio, WEEI provides a tremendous opportunity for us," said Allison Makkay Davis, vice president and market manager for Qantum.

Makkay Davis said no jobs would be lost at the station "at present." WRZE airs such popular programs as "Dan & Stephanie in the Morning."

WRZE is currently ranked No. 10 in the Cape Cod market, making it the most popular station playing contemporary pop hits, according to radio ratings service Arbitron. WEEI-AM occupies the No. 14 slot.

The change will expand WEEI's coverage area to include all of Cape Cod. Currently, the station's Boston and Providence signals break up in parts of the Cape, Makkay Davis said.

"With our tower being in Dennis, we'll have full Cape coverage of the 'EEI programming," she said.

Entercom New England, WEEI's parent company, first approached Qantum about making the switch last year, she said.

"It was too compelling an opportunity for us to not listen," Makkay Davis said.

WEEI broadcasts a range of sports talk programming, including "The Dennis & Callahan Show," "The Dale & Holley Show" and "The Big Show."

In addition to WRZE, Qantum owns talk radio station WXTK, 95.1 FM; adult contemporary station WCOD, 106.1 FM; and classic rock station WCIB, 101.9 FM.

WXTK is the No. 1 ranked station in the Cape Cod market, according to radio ratings service Arbitron.

The talk radio station has exclusive Cape Cod broadcast rights to Boston Red Sox, Boston Celtics and New England Patriots games.

Adding WEEI's sports coverage to the mix will solidify Qantum's position as a market leader, Makkay Davis said.

"Between the two, I think they will be a powerhouse with capturing the male listener on Cape Cod," she said.

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