Guaranty Broadcasting to start simulcasting ESPN Radio

The Baton Rouge ESPN Radio station, 104.5 FM, will be simulcast on 104.9 FM Country Legends, beginning at 11 a.m. Wednesday.

The decision to begin broadcasting the signal on two stations expands the coverage area for ESPN Radio, said Gordy Rush, vice president and market manager for Guaranty Broadcasting, which owns 104.5 and 104.9 FM.

Guaranty is the Baton Rouge affiliate for LSU sports and the New Orleans Saints, so Rush said the move made sense, with college football season kicking off this weekend and the Saints starting regular season play next week. The Tigers and Saints are key drivers to bringing in listeners. The tower for 104.5 is in Jackson, while the 104.9 radio tower is in Donaldsonville.

“We can now cover Baton Rouge and then some,” Rush said. “The signal for 104.9 goes all the way down to LaPlace and Morgan City, so that adds a southeast component for us.”

The ESPN format for 104.5, with its mix of local and national sports talk, has “done fantastic,” Rush said. “For us, this is all about accentuating the positive,” he said.

Rush said there are no plans to switch 104.9 back to classic country music. Guaranty also owns Eagle 98.1, a classic rock station; The Tiger 100.7, a contemporary country music station; and Talk 107.3, a news/talk station.

“We’ll stick with those four formats,” he said.