Bob Cole, a long-time Austin radio personality and business owner, has purchased 104.9, the city’s main sports radio station.
Cole confirmed to the American-Statesman Monday night that he’d bought the FM station. It officially changes ownership at 12:01 a.m., Thursday.
Cole, who was on hand at the Alamo Bowl, said the employees of the station were emailed earlier Monday to tell them the news.
He said the station’s programming will remain local and sports oriented in the morning and afternoon drive times. Cole said there likely will be other tweaks, which he couldn’t yet announce.
“We’re going to do something a little different,” he said, “that fills a hole that no one else in the market is filling.”
The Horn currently runs national programming from ESPN.
A year ago, Cole and a group of investors bought 99.3 and resurrected the old Austin-iconic call letters KOKE.
Cole is the stadium announcer at Longhorn home football games. He’s also a member of the Country Music Hall of Fame and Texas Radio Hall of Fame.