Houston FM Country Powerhouse KILT Rebrands Itself "The Bull"

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"Less twang, more bang"

Another Houston FM radio station has experienced a shift in direction as KILT (100.3 FM) has morphed into The Bull, promising "less twang, more bang" for their mainstream country listeners.

Our source at CBS Radio confirmed the switch minutes before the station itself made the change. KILT had teased the news on Twitter, too, but without specifics.

After KILT played George Strait's current single "Give It All We Got Tonight" at 5 p.m. Thursday, The Bull officially stormed in with Eric Church's "Drink In My Hand." Following up Church was RodeoHouston 2013 performer Luke Bryan's "All My Friends Say."

It's hard to tell what the rebranding means for the regular playlist so far, but it does seem that an image change for the station was a long time coming.

The Bull's nearest competitor is 93-Q, but outsiders will tell you they see no difference in either station's target market or programming. It does seem, though, that The Bull is looking to snag a "grittier," more rock-oriented pop-country vibe.

PR releases on Thursday related to the change said as much.

"The Bull is all about presenting what's hot in country music, from artists that are leading the charts across the country -- and we'll do it in a fun and edgy way that reflects the contemporary lifestyle of today's country music fan," said programming director Mark Adams.

"It's going to be an exciting ride," he added.

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