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KVYB 103.3 The Vibe logo.png
City Santa Barbara, California
Broadcast area Santa Barbara, California
Ventura, California
Santa Maria, California
San Luis Obispo, California
Branding 103.3 The Vibe
Slogan "The Beat of The Central Coast"
Frequency 103.3 MHz
First air date April 18, 1961 (as KMUZ)
Format Rhythmic Top 40
ERP 105,000 watts
HAAT 905.0 meters (2,969.2 ft)
Class B
Facility ID 8853
Callsign meaning VYB sounds like "Vibe"
Former callsigns KMUZ (1961-1972)
KRUZ (1972-2005)
Owner Cumulus Media
(Cumulus Licensing LLC)
Sister stations KBBY, KHAY, KRUZ, KVEN
Webcast Listen Live
Listen Live via iHeartRadio
Website 1033thevibe.com

KVYB (103.3 MHz, "103.3 The Vibe") is a commercial FM radio station licensed to Santa Barbara, California, broadcasting throughout Santa Barbara, Ventura, and San Luis Obispo counties. The station operates with an effective radiated power of 105,000 watts from its transmitter located atop Broadcast Peak between Santa Barbara and Santa Ynez in the Santa Ynez Mountains, and its studios are located in Ventura. KYVB is owned by Cumulus Media and airs a rhythmic top 40 music format.

KVYB broadcasts an analog signal only; it does not air in digital HD.[1]


KMUZ (1961-1972)[edit]

The station first signed on April 18, 1961 as KMUZ with a beautiful music format. It was originally owned by William H. Buckley, doing business as Tri-Counties Communications Inc.[2]

KRUZ (1972-2005)[edit]

On June 18, 1970, Tri-Counties Communications sold KMUZ to The Schuele Organization Inc. for $106,500. Carl Schuele, principal of the latter group, previously was owner and president of Broadcast Time Sales, a radio station consulting firm.[3] The new owner changed the call letters to KRUZ the following year.[4]

The Schuele Organization owned KRUZ for nearly a quarter century, selling it in October 1995 to Pacific Coast Communications Inc. for $3 million.[5] The easy listening format gradually transitioned to adult contemporary, and the station adopted a hot AC format full-time the following year.

In December 1999, Pacific Coast Communications sold KRUZ to Cumulus Media for $10 million. This transaction, combined with a concurrent purchase of McDonald Media Group's eight stations, marked Cumulus' debut on the West Coast.[6]

KVYB (2005-present)[edit]

In March 2005, Cumulus Media shuffled the formats of its Santa Barbara cluster. KRUZ's hot AC format moved to 97.5 FM, a frequency then occupied by smooth jazz station KMGQ, with the KRUZ call letters soon to follow. This paved the way for the launch of KVYB (103.3 The Vibe), the Santa Barbara market's first Hispanic-targeted rhythmic contemporary outlet.[7] KVYB also marked the return of top 40 radio to the area after KIST-FM flipped to modern rock in 2003.

Initially, KVYB's musical direction had featured Hispanic rhythmic artists as well as bilingual on-air personalities. The Vibe's first slogan "Hip Hop Y Mas" reflected the station's multicultural flavor.[7] Among the DJs hired to launch KVYB are Jaime "Rico" Rangel and Daniel "Mambo" Herrejon, two Latino men who hosted the morning show at rhythmic top 40 competitor KCAQ (Q104.7) in Ventura. While at KCAQ, the duo took the station to number one in the Arbitron ratings for the Oxnard-Ventura market.[8] They left in 2005 and brought The Rico and Mambo Show to KYVB, with Herrejon doubling as the new station's first programming director.[7][8]

In 2008, 103.3 The Vibe adjusted its format to a conventional rhythmic top 40 presentation. Rico and Mambo were dismissed June 13;[9] they returned to KCAQ the following year.

Signal coverage[edit]

KVYB's signal coverage blankets the California coastal counties of Santa Barbara, San Luis Obispo and Ventura. It can also be heard in parts of Los Angeles County, in Frazier Park, and as far north as San Lucas. This is due to the station's 105,000-watt signal and 905-meter (2,962 feet) antenna[10], a configuration which was grandfathered in when the U.S. Federal Communications Commission established limits on effective radiated power (ERP) in 1962.[11]

Owing to its wide coverage area, KVYB competes in several radio markets. In Ventura County, the station's main competitor is rhythmic top 40 outlet KCAQ, while the Santa Maria-Lompoc market is shared with similarly formatted KPAT.


  1. ^ "Station Search Details". Federal Communications Commission. November 23, 1999. Retrieved July 3, 2017. 
  2. ^ "Directory of AM and FM Radio Stations in the U.S." (PDF). Broadcasting Yearbook 1961-1962. Broadcasting Publications Inc. 1961. p. B-25. Retrieved May 31, 2018. 
  3. ^ "For The Record" (PDF). Broadcasting. Broadcasting Publications Inc. June 29, 1970. p. 88. Retrieved May 31, 2018. 
  4. ^ "For The Record" (PDF). Broadcasting. Broadcasting Publications Inc. July 5, 1971. p. 74. Retrieved May 31, 2018. 
  5. ^ "No Fish Story: Dodge's ARS Lands A $70 Million Marlin" (PDF). Radio and Records. October 27, 1995. p. 6. Retrieved May 31, 2018. 
  6. ^ "Cumulus Hits The West Coast" (PDF). Radio and Records. December 31, 1999. p. 6. Retrieved November 23, 2017. 
  7. ^ a b c "Street Talk" (PDF). Radio and Records. April 15, 2005. Retrieved March 20, 2018. 
  8. ^ a b Mclain, Jim (October 23, 2009). "Rico and Mambo back on air at Q1047". Ventura County Star. Retrieved May 8, 2018. 
  9. ^ Hernandez, Raul (June 17, 2008). "Radio station KVYB changes its format, drops Rico, Mambo". Ventura County Star. Retrieved May 8, 2018. 
  10. ^ "Grandfathered Super-power FM Stations". The Boston Radio Archives. Retrieved July 3, 2017. 
  11. ^ 47 C.F.R. 73.211

External links[edit]

Coordinates: 34°31′30″N 119°57′36″W / 34.525°N 119.960°W / 34.525; -119.960