ALT 92.1 FM started spreading holiday cheer a little earlier this year.

The alternative radio station, owned by Times-Shamrock Communications, which owns, began playing Christmas music just before 10 a.m. Wednesday.

The 24/7 holiday music marathon kicked off with “Last Christmas” by Wham! and will continue through Christmas.

Terry Deitz, general manager of radio, digital and outdoor for Times-Shamrock, said the station changed its format to help lift people’s spirits as the COVID-19 pandemic continues to negatively affect the area.

In addition to playing Christmas favorites, the station will offer a Santa Hotline among its interactive programming. The station also plans to feature guest DJs throughout the holiday season.

Listen live here.