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CityDalhart, Texas
Broadcast areaAmarillo, Texas
BrandingLa Poderosa 96.1
Frequency96.1 MHz
First air date1962 (as KXIT-FM)
FormatRegional Mexican
ERP100,000 watts
HAAT235 meters
Facility ID74311
Transmitter coordinates35°44′16.8″N 102°15′40.9″W / 35.738000°N 102.261361°W / 35.738000; -102.261361Coordinates: 35°44′16.8″N 102°15′40.9″W / 35.738000°N 102.261361°W / 35.738000; -102.261361
Former callsignsKXIT-FM (1962-2008)
KIKX (2008-2010)
KPPC (2010-2011)
KXIT-FM (2011-2013)
OwnerViva Media, LLC
(Maria Ceniceros)
Sister stationsKBEX-LP, KAMT, KQFX
WebcastListen Live

KBEX (96.1 FM) is a radio station broadcasting a Regional Mexican format. Licensed to Dalhart, Texas, United States, it serves the Amarillo metropolitan area. The station is currently owned by Maria Ceniceros, through licensee Viva Media, LLC. The current studio's are located at 501 South Polk #110 in Amarillo, Texas, and its transmitter is northeast of Channing, Texas.

The station was assigned the KBEX call letters by the Federal Communications Commission on February 20, 2013.[1] KBEX is the second station to use the KBEX call sign. Prior to 2005, KBEX was typically used as a stock call sign for fictional TV and radio stations in film, radio and television productions until the sign on of KBEX in Brenham, Texas (which held the calls until 2008) that year.

The station appears to have been featured in the pilot episode of MacGyver, when the helicopter MacGyver arrives in (from the movie Blue Thunder) lands there. The call letters are clearly seen on the top of the building.


  1. ^ "Call Sign History". FCC Media Bureau CDBS Public Access Database.

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