Viper Broadcasting has launched Classic Hits “Q101″ on 101.7 KQDZ in St. Louis’ northwest suburbs. The new brand targets listeners with a heavy focus on music from the 1980s and 90s.
What We Know: KQDZ Elsberry, MO is owned by East Central Broadcasting. Previously, Donze Broadcasting operated the station under an LMA agreement. Since March 2025, KQDZ had been simulcasting Classic Rock 93.1 KBDZ out of Perryville. Now, Viper steps in and takes operational control of the outlet.
What’s at Stake: Viper already operates competing Rock station 100.7 The Viper (KFNS-FM) in nearby Troy. Adding Q101 gives the company two distinct heritage-leaning brands in the same regional footprint. The Classic Hits format targets Gen X listeners — a demo with strong spending power. Notably, the station’s retro jingle resings add a deliberate nostalgia-first identity that goes beyond just the music library…