Hip Hop culture just got bigger. HOT 97, the epicenter of hip hop, is bringing its iconic brand to television in Atlanta with the launch of WHOT TV 66. This is in partnership with TRACE, the global media brand dedicated to Afro-urban music and culture.
Born in New York City—the birthplace of hip hop—HOT 97 has been the voice of the movement for more than 30 years. From breaking the hottest new artists to celebrating the legends, the station has set the standard for what's next in hip hop and R&B. Now, they're bringing that same energy to Atlanta, a city that helped shape the sound of hip hop worldwide.
On October 1, 2025, CNZ Communications, SE, LLC, the owner of Atlanta's WGBP-TV, officially flipped the switch to become WHOT TV 66, marking the beginning of a powerful collaboration with MediaCo.
The newly rebranded station will begin showcasing HOT 97's signature blend of music, lifestyle, and culture at 12:01AM on Thursday, October 30, 2025. In addition to HOT 97 Originals, WHOT TV 66 will feature Afro-urban programming from TRACE and ATLNOW, an entirely new kind of local news that will keep the community connected.
"Expanding into Atlanta television allows us to bring the music, the energy, and the voices of Black culture to an even larger audience, said Kudjo Sogadzi, EVP of Content & Growth at MediaCo. Atlanta has helped shape culture for many years through its artists, producers, and fans, and we're excited to create a new platform where New York and Atlanta's legacies meet."
Terry Crosby, CEO of CNZ Communications, added: "WHOT-TV is where Atlanta's voice meets HOT 97's legacy. Together, we're delivering hip hop culture live, local, and unfiltered.
ABOUT MEDIACO
MediaCo Holding Inc. (NASDAQ:MDIA) is a diverse-owned, multi-platform media company serving multicultural audiences nationwide. Its powerhouse brands—including HOT 97, WBLS, EstrellaTV, Estrella News, Que Buena Los Angeles, and the Don Cheto Radio Network—reach more than 20 million people each month across television, radio, digital, and streaming platforms. Learn more at www.mediaco.now.
ABOUT CNZ COMMUNICATIONS SE, LLC
CSZ Communications SE, LLC is a broadcast television company committed to delivering engaging, community-driven content free over-the-air, on cable and on satellite. With deep roots in Georgia and with a strong focus on local storytelling, CNZ partners with leading media brands to create dynamic programming that reflects the voices, culture, and energy of the communities it serves. Its station, WHOT-TV, reaches audiences all the way from Columbus through the metropolitan Atlanta area.
ABOUT TRACE
Trace is a leading multimedia and digital platform dedicated to Afro-Urban music and cultures, as well as to the success of young people and artists. Trace regularly engages 350 million fans in 190 countries through multiple entertainment and empowerment platforms.
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