KVLY (FM)
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| City of license | Edinburg, Texas |
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| Broadcast area | McAllen, Texas |
| Branding | 107.9 Mix FM |
| Slogan | "The #1 Hit Music Station" |
| Frequency | 107.9 MHz |
| Format | Top 40 |
| ERP | 100,000 watts |
| HAAT | 257.0 meters |
| Class | C1 |
| Facility ID | 67188 |
| Transmitter coordinates | 26°5′18.00″N 98°3′44.00″W / 26.08833°N 98.06222°W |
| Callsign meaning | VaLleY |
| Former callsigns | KESI (????-1979) |
| Owner | Entravision Holdings, LLC |
| Sister stations | KFRQ, KKPS, KNVO-FM |
| Webcast | Listen Live |
| Website | www.1079mixfm.com |
KVLY (107.9 FM) is a radio station broadcasting a CHR format.[1] Licensed to Edinburg, Texas, USA, the station serves the Rio Grande Valley area. The station is currently owned by Entravision Holdings, LLC.[2]
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[edit] History
KVLY was originally radio station KESI, licensed to Edinburg and owned by Lloyd Hawkins. He also owned KURV 710 AM, but after a fire destroyed the building both stations were housed in, Hawkins sold KESI, an "Easy Listening" format using an automation system and the Bonneville Beautiful Music format to Henry B. Tippie. Tippie purchased the old Yazoo lawn mower sales and service building and renovated the building using the plans of Chief Engineer, Mike Hales, who also designed the studios of KURV after the fire. Tippie then purchased radio station KRIO in McAllen and also KNCN, C101, in Corpus Christi, Texas.
[edit] Format
Initially, KVLY used to be a traditional Soft Adult Contemporary radio station, playing well-known hits dating back to the 1960s, even including a nightly "love songs" program. However, in recent years, KVLY began playing more contemporary hit radio (TOP40)
Then in 2008, KVLY cancelled "Love Songs" (which by then aired on Sunday-Thursday nights) in favor of more upbeat music and the new "Top 8 at 8:00". The station now uses the weeknights for the five-hour nationally syndicated Billy Bush radio show.
KVLY-FM was classified as a Hot Adult Contemporary radio station with a target audience of Adults 18-49.
On August 31, 2009 KVLY-FM moved the Billy Bush show to 10pm in favor of a new local love songs program titled "Heartbeats", airing from 7-10pm (Monday-Friday nights). The Billy Bush show returned to the 7pm-11pm hours in July 2010.
On August 2010 the station started playing more top hits, becoming more of a Mainstream Top 40 than a Modern AC. This is done in order to compete with rivals KBFM and XHAVO. Mediabase & Nielsen BDS have since moved KVLY to the Contemporary Hit Radio panel by February 2011.
On April 2011 KVLY ushered in a new program branded as "The Hook-Up" which consisted of the only live music mixing week nights and during the weekends. This is done in order to compete with rival KBFM with their own pre-recorded mixshow in the evenings. The original programming for "The Hook-Up" began from the 10pm - Midnight slot weeknights and 6pm - Midnight on Saturday nights. The show was eventually added to the 5pm hour weekdays in order to counter other rival's shows at this time.
On September 19, 2011 saw an increase in listeners and "The Hook-Up" was moved to the prime time slot weeknights during the premiere of "Nani's Neighborhood" from 8pm - 10pm, while keeping all other original times of "The Hook-Up" as established, thus sparking a "mix war" with rival KBFM. Currently "The Hook-Up" is the only "live" mixshow in the McAllen-Brownsville-Harlingen market that allows listeners to instantly call in and request a song to be "mixed" in.
[edit] Branding names
KVLY's branding name was Mix 107.9 KVLY, but in March 2009 they changed the branding name to 107.9 Mix FM.
[edit] Slogans
KVLY's slogan was "The Most Hit Music", but in January 2009 the slogan was changed to "The Valley's #1 Hit Music Station". And changed once again in August 2009 to "Today's Modern Music". The slogan "The Valley's #1 Hit Music Station" was reintroduced in 2011.
[edit] Logos
A new logo for 107.9 Mix FM was introduced in March 2010.
[edit] Personalities
Summer 2008 - On-Air Personality
- 6a-10a: The Mix Morning Show with Alex Duran, Mike B. & Maridee
- 10a-3p: JJ Montana
- 3p-7p: Robert Ceballos
- 7p-12a: Dyanna Garza
Weekends:
- Lisa Lopez,Eric Olea,Niki Rae,Marco Trigo
Fall 2008 - On-Air Personality
- 6a-10a: Mike Billescas & Lisa Lopez
- 10a-3p: Marisa
- 3p-7p: Robert Ceballos
- 7p-12a: Lisa Lopez
Weekends:
- Eric Olea, Niki Rae, Lisa Lopez, Marko Trigo, Hiram
Saturday Night Dance Party 7pm-12a:
- Robert Ceballos
Summer 2009 - On-Air Personality
- 6a-10a: Alex Duran and Lisa Lopez
- 10a-3p: Robert Ceballos
- 3p-7p: Alex Duran
- 7p-11p: Billy Bush Show
Weekends:
- Eric Olea, Niki Rae, Lisa Lopez, Marko Trigo, Hiram
Saturday Night Dance Party 8pm-12a:
- Robert Ceballos
Fall 2011 - On-Air Personality
- 6a-10a: Alex and Meridee in The Morning
- 10a-1p: A.J. Leal
- 1p-6p: Roxy
- 6p-8p: Billy Bush Show
- 8p-12a: Nani's Neighborhood with DJ Nani
Weekends:
- Mark Mayhem, K.C., Scorpio
Saturday Night Hook-Up 7pm-12a:
- DJ Nani
[edit] References
- ^ "KVLY Facility Record". United States Federal Communications Commission, audio division. http://www.fcc.gov/fcc-bin/fmq?call=KVLY.
- ^ "Station Information Profile". Arbitron. http://www.arbitron.com.
[edit] External links
- Query the FCC's FM station database for KVLY
- Radio-Locator information on KVLY
- Query Arbitron's FM station database for KVLY
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