Feder: 'The Lite' turned back on

After more than four years as 93.9 My FM, WLIT 93.9-FM has turned back to branding itself as "Lite FM."

The iHeartMedia station unveiled its retro name ("The New 93.9 Lite FM") and new logo at 5 p.m. Friday - four weeks into its annual nonstop Christmas music marathon. Programming will revert to WLIT's mainstream adult contemporary format Dec. 26.

The name change was an acknowledgment that My FM never really caught on with listeners or advertisers, many of whom still called the station Lite FM anyway. That had been its branding for 24 years until June 2013.

Read more at robertfeder.com.