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CityBorger, Texas
Broadcast areaAmarillo area
BrandingLa Poderosa 96.1 & 104.3
Frequency104.3 MHz
First air dateMarch 1975 (as KDKQ)
FormatRegional Mexican (KBEX simulcast)
ERP100,000 watts
HAAT175 meters
Facility ID61033
Transmitter coordinates35°25′34.00″N 101°36′47.00″W / 35.4261111°N 101.6130556°W / 35.4261111; -101.6130556
Former callsignsKDKQ (1979-1984)
KDXR (1984-1992)
OwnerViva Media, LLC
WebcastListen Live

KQFX (104.3 FM) is a radio station licensed to Borger, Texas, United States. The station serves the Amarillo, Texas, area. The station is currently owned by Viva Media LLC [1]


Logo as Wild 104.3

The station was assigned the call letters KDKQ on 1979-01-02. On 1984-12-01, the station changed its call sign to KDXR then on 1992-04-13 to the current KQFX.[2]

On April 15, 2017, with the announced sale of KQFX from Tejas Broadcasting to Viva Media, the station's Le Calente format moved to KZIP, and the station began stunting with a series of random formats. On May 1, 2017, the station flipped to a rhythmic-leaning hot adult contemporary format as Wild 104.3, with a focus on current music and recurrent "party hits" from the 1990s and 2000's. Tommy the Hacker moved from KXSS-FM to host the station's new morning show.[3][4]

On July 31, 2018, KQFX flipped back to a regional Mexican format as Le Ponderosa 96.1 & 104.3, in simulcast with KBEX. The flip, however, occurred during a live remote by Tommy the Hacker and morning co-host Angel Dee, promoting a sock donation drive at a local Salvation Army branch. The hosts were caught off-guard by the flip, which they were informed of via text messages.[5]


  1. ^ "KQFX Facility Record". United States Federal Communications Commission, audio division.
  2. ^ "KQFX Call Sign History". United States Federal Communications Commission, audio division.
  3. ^ "Tejas Broadcasting Sells Two In Amarillo". RadioInsight. 2017-04-17. Retrieved 2018-08-23.
  4. ^ "Wild 104.3 Launches A Party In Amarillo". RadioInsight. 2017-05-01. Retrieved 2018-08-23.
  5. ^ "Viva Media Flips Wild 104.3 Amarillo In Middle Of Charity Remote". RadioInsight. 2018-07-31. Retrieved 2018-08-23.

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