CBS Radio has sounded the last call for rock WXRK (92.3 K-Rock)/New York -- again: As first rumored by Street Talk Daily, the station will be flipping at 5 p.m. on Wednesday (March 11) to top 40 as "92.3 Now FM." Dom Theodore, CBS Radio's VP of CHR programming, will program the station for now, with airstaff announcements coming within the first week. Just like CBS Radio's recent launch of Amp Radio in Los Angeles, 92.3 Now will roll 10,000 songs commercial-free.

"We're excited about this," CBS senior VP of programming Greg Strassell tells R&R. "We have a major 18-34 presence in Chicago with B96 [rhythmic WBBM-FM]. We're excited about Kevin Weatherly's launch at Amp, and this is the New York version of our play to be a dominant force with adults 18-34. We do well adults 25-54 in this market; this will be our first pure play for the 18-34 and teen demographics. And what a great time to do it from a standpoint that PPM is showing that the audience is there and they are consuming contemporary radio. I think the listeners will benefit from a better experience of having another strong radio station in this market doing contemporary hit music."

As Street Talk Daily predicted, the new station will have a strong online presence at www.923now.com.

K-Rock was reborn in May 2007 after an almost 18-month run as FM talk WFNY (92.3 Free FM), resurrecting rock at a station that had a more than a decade-long run in that format. Strassell tells R&R that K-Rock's brand and format will live on on 92.3 Now's HD2 channel and online.

"For the first time in nearly 30 years, New York now has a choice for hit music," said Theodore.