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City of license Collinwood, Tennessee
Broadcast area Florence-Muscle Shoals Metropolitan Area
Branding 94.9 The X
Frequency 94.9 MHz
First air date 1991
Format AAA
ERP 7,100 watts
HAAT 181 meters
Class C3
Facility ID 50128
Callsign meaning W Muscle Shoals Radio or M uscle Shoals StaR
Owner URBan Radio Broadcasting
Sister stations WLAY, WLAY-FM, WMXV, WVNA, WVNA-FM
Webcast Listen Live
Website 949thex.com

WMSR-FM (94.9 FM) is a radio station licensed to Collinwood, Tennessee. It is part of the Florence/Muscle Shoals, Alabama, radio market and is owned and operated by URBan Radio Broadcasting. As of August 30, 2013 the station flipped from contemporary hit radio (CHR) to adult album alternative (AAA), keeping the "Star" name.

Most of the airstaff remained following the format adjustments. The station retained the popular Kidd Kraddick in the Morning Program (5 a.m. to 9 a.m. CST) and Paige Holland continued as mid-day hostess (9 a.m. to 3 p.m. CST). Afternoon drive personality Michelle Lockheart was moved to evenings (7 p.m. to midnight CST) with a new Afternoon program featuring the station's current music and program director Brian Rickman debuting (3 p.m. to 7 p.m. CST). Harley Quinn was added to the line-up as the station's overnight personality.

Additional programming on the station includes "The 10 @ 10" wherein the station spotlights a different year at 10 a.m. and plays "10 songs that defined it". The "Nineties At Noon" replaced the previous "Flashback Lunch". "Cover To Cover" airs at 1 p.m. and Paige Holland highlights a diverse round of cover songs. In the 4 p.m. hour Brian Rickman offers "Out of Context", a feature devoted to rare and particularly odd recordings from all genres. At 11 p.m. weeknights, Michelle Lockheart hosts "The 11th Hour", a feature dedicated to post-rock, ambient music, trip hop, stoner rock, world music and various other subgenres of popular music.

On November 2, 2015 WMSR rebranded as "94.9 The X".[1]


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Coordinates: 35°01′48″N 87°47′06″W / 35.030°N 87.785°W / 35.030; -87.785