The new B98.5 FM TV spots featuring Steve McCoy and Vikki Locke touting their return to Atlanta's morning airwaves this summer are being greeted by longtime listeners as a visit from two long-lost friends.

But the reception at the parent company of Star 94, the radio team's longtime former employer, is decidedly less friendly.

T. Levette Bagwell/AJC (ENLARGE)
Steve McCoy and Vikki Locke left Star 94 in November after nearly 20 years together on Atlanta radio.
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Legal representatives for Lincoln Financial have sent a cease and desist order to B98.5 FM and its parent company Cox Radio, demanding that the spots be pulled immediately.

A copy of the request obtained by the Atlanta Journal-Constitution claims the pair violated a non-compete clause in their Star 94 contracts by appearing in the TV spots.

The request sent by Lincoln Financial general counsel Leon Porter states in part that the "actions of the individuals violate [contract] agreements and have caused and will continue to cause irreparable harm and damage to Lincoln Financial."

In the TV spots airing this week, neither McCoy or Locke identify themselves. A voice-over and text identify the familiar Atlanta morning team.

The "No Competition" clause included in the cease and desist request obtained by the AJC specifies only that McCoy and Locke are restricted from appearing on any Atlanta radio station, Web site, cable television "or other wired service delivered to subscribers." The clause does not mention commercial broadcast television.

On Wednesday, Star 94 general manager Mark Kanov referred us to Lincoln Financial reps.

"I have no comment on it," Kanov said. "They're in violation of their contracts. It's a corporate matter."

McCoy and Locke did not respond to phone calls and e-mails seeking a response.

A rep in Porter's office said he was traveling Wednesday and could not be immediately reached and that his office doesn't comment on such issues.

In November, the pair left Star 94 after a nearly 20-year stint together on Atlanta radio. In February, B98.5 FM announced it had inked Locke and McCoy to take over morning duties at the soft rock station, beginning July 1.

Star 94's replacement show, The Morning Mess featuring Marco Orem, Shannon Murphy and SuperPhat Mikey, a former Indianapolis morning radio team, quietly debuted at the start of this year.

The younger demographics-skewing trio features daily phone pranks, Hollywood dirt, comical gluttonous dining reviews at Atlanta restaurants and frequent racy talk (married couples "swinging" was briefly alluded to Wednesday morning).

It's all a dramatic departure from the family-friendly radio long associated with McCoy and Locke's tenure at the station.

So far, Kanov is giving The Morning Mess a grade of B.

"The show is certainly a change," Kanov told the AJC. "But the reality is, Steve and Vikki just aged out of what Star 94 is about. They ended up attracting a 45-plus [age] audience, In order to be successful, we have to reach women ages 25 to 44. The new team is right in that wheel house."

Kanov stated that listener calls to The Morning Mess reflect that a new, younger audience is tuning into the show.

A phone call placed to Cox Radio attorney Jim Demetry was not immediately returned Wednesday.

B98.5 FM general manager David Meszaros told Buzz that McCoy and Locke's Star 94 contracts were thoroughly examined prior to the filming and airing of the current TV spots.

Meszaros said the spots would remain on the air.

B98.5 FM is a part of Cox Enterprises, which also owns The Atlanta Journal-Constitution.