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WRUM logo.png
City of license Orlando, Florida
Broadcast area Greater Orlando
Branding Rumba 100.3
Slogan "Orgullo Latino"
Frequency 100.3 (MHz) (also on HD Radio)
First air date 1950 (as WKIS-FM)
Format Tropical, urbano, latin pop
Language(s) Spanish
ERP 95,000 watts
HAAT 484 metres (1,588 ft)
Class C
Facility ID 59976
Transmitter coordinates 28°34′51.9″N 81°04′31.2″W / 28.581083°N 81.075333°W / 28.581083; -81.075333
Callsign meaning We're RUMba
Former callsigns WKIS-FM (1950-1971)
WDIZ (1971-1996)
WSHE (1996-2004)
WEBG (2004-2005)
Owner iHeartMedia, Inc.
Sister stations WFLF, WJRR, WMGF, WTKS, WXXL, WYGM
Webcast Listen Live
Website rumba100.com

WRUM (100.3 FM) is a radio station broadcasting Spanish songs. Licensed to Orlando, Florida, USA, the station is currently owned by iHeartMedia, Inc..[1][2] The station is also broadcast on HD radio.[3] The station mainly plays reggaeton music, latin pop, or Salsa music. The studios are in Maitland and the transmitter tower is in Bithlo.

The station was previously Oldies-formatted WSHE and WEBG, and prior to that, the frequency was home to Album Oriented Rock station WDIZ since 1971.


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