|City of license||St. Louis, Missouri|
|Broadcast area||Greater St. Louis|
|Slogan||"The Christmas Station"|
|Frequency||103.3 MHz (also on HD Radio)
103.3 HD-2 for Active rock "Louie @ 103.7" (relayed on W279AQ 103.7 FM)
|First air date||February 12, 1962 (as KMOX-FM)|
|Format||Classic Hits (currently Christmas Music)|
|Callsign meaning||K St. LOUis|
|Former callsigns||KMOX-FM (1962-1982)
|Sister stations||KATZ, KBWX, KMJM-FM, KSD, KSLZ|
KLOU (103.3 FM) is a radio station with a classic hits format in St. Louis, Missouri, specializing in hits from the 1960s, 1970s and 1980s. Its transmitter is located in Gravois, and operates from studios in St. Louis south of Forest Park. It is owned by iHeartMedia, Inc. (previously Clear Channel Communications until September 16, 2014).
The station began broadcasting on February 12, 1962 as KMOX-FM, by playing an easy listening/standards format. The focus then shifted to an adult contemporary style of music by the 1970s. In the summer of 1981, KMOX-FM began gradually evolving its format toward Contemporary Hit Radio (CHR) and adding more and more current hits to its rotation; by August 1982, the transition was complete, and the station's call letters were changed to KHTR a.k.a. "HitRadio 103" and "Hitter 103". KHTR, like sister stations WHTT in Boston and KKHR in Los Angeles, was modeled after programmer Mike Joseph's successful Hot Hits format, although unlike early Hot Hits stations, KHTR also played recurrent hits and oldies. KHTR was an almost immediate success, quickly becoming the #2 station in the demographic group 12 years old and over in the market, behind only sister KMOX. (1)
The oldies arrived on November 4, 1988, when KHTR changed to its current call letters of KLOU, with the station playing hits from the 1950s, 1960s and early-mid-1970s. Gradually, the 50s hits would disappear from the station's playlist, and more hits from the later 1970s and 1980s soon followed. KLOU was the official radio station for the NFL's St. Louis Rams from 2000 until it was replaced by all-sports newcomer WXOS in 2009. This was shown in the station's logo from 2000-2007 as the Rams' horn was shown inside the 0 in 103.3 KLOU
The station was first owned by CBS until the mid-1990s, when a merger with American Radio Systems brought CBS over the ownership limit in several markets, including St. Louis. KLOU was purchased by Clear Channel Communications (now, as previously stated, iHeartMedia) in 1999, and has been owned by the San Antonio-based company since then.
KLOU now airs American Top 40 1970s and 1980s rebroadcasts on the weekends; as KHTR, the station aired AT40 for most of the 1980s.
In 2010, the station rebranded to 70s and 80s hits as "Rewind 103.3." On May 31, 2011, KLOU shifted their format to back to 1960s-early 1980s classic hits, and rebranded as "Oldies 103.3".
All Rams Radio on HD2
Unlike most of Clear Channel's FM radio stations, KLOU's HD2 feed originally did not carry a direct feed from the Format Lab. Instead, the station, until recently, aired a format called All Rams Radio, a year-round tape loop of complete St. Louis Rams games from recent weeks. During the offseason, games from as far back as the 1990s often aired on the subchannel. Even though Clear Channel owns several flagship stations of NFL teams, St. Louis is the only market in which Clear Channel has used this concept.
As with all Clear Channel HD subchannels, All Rams Radio was available for free streaming on the Internet. While the NFL has been fairly strict regarding its prohibition of broadcasting live games, they have made no comment to date about this arrangement.
History of call letters
The call letters KLOU were previously assigned to an AM station in Lake Charles, Louisiana.
- "Four New Affiliates Make CBS Total 171". Broadcasting. November 17, 1947. Retrieved 22 October 2014.
- KLOU official website
- Query the FCC's FM station database for KLOU
- Radio-Locator information on KLOU
- Query Nielsen Audio's FM station database for KLOU