KTHR

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KTHR
City of license Wichita, Kansas
Broadcast area Wichita, Kansas
Branding ALT 107.3
Slogan "Wichita's Alternative"
Frequency 107.3 MHz
First air date 1967 (as KARD)
Format Alternative rock
ERP 100,000 watts
HAAT 257 meters
Class C1
Facility ID 53600
Callsign meaning K THe Road (former branding)
Former callsigns KARD (1967-03/03/81)
KKRD-FM (03/03/81-04/14/82)
KKRD (04/14/82-06/18/04)
KZCH (06/18/04-06/28/04)
Owner Clear Channel Communications
Webcast Listen Live
Website alt1073.com

KTHR (107.3 FM, "ALT 107.3") is a radio station operating in Wichita, Kansas. The station airs an alternative rock format.

History[edit]

KTHR's format history includes Easy Listening (or back then known as Beautiful Music) as KARD, which later evolved into an Adult Contemporary format. By the early 1980s, the station's call letters changed to KKRD, but maintained its Adult Contemporary format.

By 1983, KKRD changed its format to Top-40 to compete with KEYN (now a Classic Hits station). Jack Oliver, the station's Program Director at the time, hired Wichita's number one morning show host, Tim Peters. Following the hiring of Peters, the station overtook KEYN in ratings, making KKRD the #1 station in Wichita, forcing KEYN out of the format in 1989. By around 2000, Rhythmic Top 40 station KDGS, "Power 93.9", dethroned KKRD by becoming the highest rated Top 40 station in Wichita.

In June 2004, station owner Clear Channel made changes by having KKRD swap with Classic Rock sister station KRZZ (See KZCH). The Top 40 format was moved to 96.3, which broadcasts a weaker 50,000 watt signal, and the station was rebranded as KZCH "Channel 9-6-3". The displaced Classic Rock format on KRZZ was moved to the stronger 100,000 watt signal at 107.3 and, after a period of stunting with reruns of the Bob & Tom Show, was re-branded as "107.3 The Road" with call letters KTHR. On October 30, 2009, KTHR rebranded as "The Brew." "The Brew" differed from traditional classic rock stations in that it features a mix of music with a pop lean, that's appealing to both men and women.

Bob & Tom, a syndicated morning show based in Indianapolis, aired weekdays from 5am - 9am and Saturdays 6am - 10am.

On August 29, 2014, at 9 AM, after Bob & Tom, KTHR began stunting with Wichita-centric songs and history clips from Wichita and area natives, which began with "Wichita Lineman" by Glen Campbell. One hour later, KTHR flipped to alternative rock, branded as "ALT 107.3".[1] The first song on "ALT" was "Seven Nation Army" by The White Stripes, which mentions Wichita in its lyrics. The flip marks the first alternative station in Wichita for the first time in 8 years, when KANS flipped to Regional Mexican in 2006.

References[edit]

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Coordinates: 37°46′41″N 97°30′40″W / 37.778°N 97.511°W / 37.778; -97.511