This week Missoula area listeners of KMPT-AM radio, 930 AM, tuned in to hear something surprising.

Instead of the usual progressive talk on the station, they're broadcasting conservative talk. KMPT's format change began Tuesday, but market manager Scott Lindahl said they made the decision to switch months ago.

Lindahl said the station under-performed in a progressive format, and they had to either "turn it off," sell it or change formats. The station considered changing to an all-sports format, but after looking at ratings from independent survey company Eastlan, they found conservative radio to be one of the top performers in ratings and revenue in the Missoula area.

Lindahl said corporate members at GapWest Broadcasting gave the station input, but local programmers ultimately made the decision to go conservative. The station says they've answered several calls from progressive listeners.

"Did they like it? No." said Lindahl. "Did they understand it? Yes."

KMPT will continue to carry their regular sports programming, including Missoula Osprey baseball and high school sports coverage.

-Breanna Roy reporting from KPAX in Missoula