Bonneville's L.A. "Sound" is Triple A. (Apr 9, 2008)

AAA music returned to the Los Angeles outland at 10am when new owner of 100.3 FM Bonneville returns to the market with the launch of a new adult and classic rock station called "100.3 The Sound." It launched with U2's "Beautiful Day."

According to their website, The Sound is about simply one thing, it's about the best "rock" music made to date. Notice the quotes around the word rock, because our definition of rock is a lot broader than most and it knows virtually no time frame. On The Sound you'll hear everything from the geniuses that gave birth to the seminal rock of the '60s and '70s to the ever evolving offspring of that music, including great stuff that came out last year...or even last week.

Continues: "If we do this right," he continued, "we’ll surprise our listeners every so often, sometimes with a great song they haven’t heard for a while, sometimes with a song they haven’t ever heard, and sometimes with a song they may not even think of as 'rock.' Our goal is to provide Los Angeles with music that’s familiar without being stale, new without being obscure. Count on this from 100.3 The Sound, everything we do will be with respect for the music and the listener."

Continues: Bonneville EVP Drew Horowitz will be responsible for all operations of 100.3 The Sound, and he underscored the company’s enthusiasm for its new station. "What an exciting time to be back in the L.A. marketplace," he said. "I’m looking forward to helping Bonneville build another world-class station. The opportunity to get re-engaged, serving the L.A. community and making a difference there, is truly exciting for us.

Bonneville EVP Drew Horowitz will be responsible for all operations, and he'll partner with VP/programming Greg Solk to hire an air staff.

Their website is located at http://www.thesoundla.com/

The station will retain the KRBV call letters while applying for approval on a new set of calls. Bonneville bought the station from Radio One last month. Yesterday was the last day for its previous incarnation, Urban AC "V100."