My admittedly uneducated take on what happened and why:
1. The ratings for the morning show with Webster/Irish Greg were declining… gradually, but still on the way down.
2. Cumulus saw that KFOG was losing market share and wanted to reverse the trend.
3. Seeing that the likes of Alice were increasing in market share, ostensibly due to a morning show with “tude”, the braintrust decided that KFOG needed something like that.
4. The likes of Greg Gory and Melanie were brought in for ‘trials’, but while found to be adequate second and third fiddles, were found to be not quite ready for prime time.
5. A national search was conducted behind the scenes, and voila! They found Twitch.
6. Due to privacy concerns, Twitch doesn’t have any time to coalesce with Greg and Melanie.
7. The new show starts May 29, and it is immediately apparent what a huge mistake has been made.
8. In spite of attempts to tone it down,
a. The chemistry amongst Twitch/Greg/Melanie doesn’t improve.
b. Listeners bail in a New York Minute.
9. A new search is performed quickly (or a review of the first search occurs), and Tim is found to be eager and willing.