As OnMilwaukee.com first reported in the OnMilwaukee.com Weekend Preview yesterday, 88.9 FM, 88Nine RadioMilwaukee, launched today at 7 a.m.

The station, located at 88.9 FM and online, is playing two-hour loops of song samples all weekend long. You'll also hear voices representing the new music format that begins Monday. This kind of transitional programming between formats is called"stunting."

On Monday at 7 a.m., the new music format begins in full. "We'll play full songs from our library. For this first full week, we'll go jockless, letting people focus on the music," said spokesperson Jeff Bentoff.

The following Monday, March 5, the new radio station will begin its regular programming that includes new jocks at 5 a.m., starting with its new regular weekday 5 a.m. - 9 a.m. hosts, Jay Hedblade (Acting PD and Co-MD) / Robyn Cherry (Producer).

OnMilwaukee.com is a promotional partner with the new 88Nine RadioMilwaukee.