Townsquare Media doubled down on Alternative launches in Albany NY as Classic Hits “Rewind 105.7” WQSH Malta flipped to “Alt 105.7” at midnight following a weekend stunt as “Shamrock 105.7“.

Promoting 5,000 songs-in-a-row commercial free, the launch of “Alt 105.7” makes WQSH the second station in the Albany market to flip to Alternative with the “Alt” branding after Pamal Broadcasting flipped Sports “Win 104.9” WINU Altamont to “Alt 104.9” on Friday afternoon.

WQSH launched with 311’s “All Mixed Up”, Alice Merton’s “No Roots”, and Gotye “Somebody I Used To Know”.

Original Report 3/16: Pamal Broadcasting flipped Sports “Win 104.9” WINU Altamont/Albany NY to Alternative “Alt 104.9” at 5pm today.

Launching with 10,000 songs commercial-free, the move returns the Alternative format to Albany for the first time since iHeart’s “Channel 103.1” WHRL flipped to a simulcast of News/Talk 810 WGY in 2010. WINU was one of three Sports stations in the Albany market carrying the CBS Sports Radio Network 24/7.

The move appears to have beaten Townsquare Media to the punch as Townsquare had registered Alt1057Albany.com in mid-February for Classic Hits “Rewind 105.7” WQSH. That station is now going to have to look for a Plan B, as at the same moment WINU flipped, WQSH began stunting with Irish bands as “Shamrock 105.7” for St. Patrick’s Day.