KLYY

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KLYY

City of license	Riverside, California
Broadcast area	Riverside-San Bernardino, California Greater Los Angeles Area
Branding	Oye 97.5
Slogan	Cumbia Y Mas
First air date	1959
Frequency	97.5 MHz HD-2: Hispanic Oldies
Format	Cumbia
ERP	72,000 watts
Class	B
Owner	Entravision Communications
Website	www.oye975.com

KLYY is radio station located in Riverside, California, broadcasting to the Riverside-San Bernardino, California and Greater Los Angeles area on 97.5 FM Broadcasting. KLYY airs a cumbia music format branded as "Oye 97.5".

[edit] History

KLYY signed on in 1959 under the call letters of KDUO, airing religious programming. The KDUO call letters were used as it is the acronym for the phrase, "D o U nto O thers...".

KDUO would later adopt an easy listening music format. However the format was in decline in the 1980s and KDUO's ratings were in a steady decline. In the Spring of 1992, KDUO dropped the easy listening music format in favor of oldies branded as "K-Hits 97.5". The KDUO call letters were changed to KHTS to match its new branding.

However, the ratings did not improve much which might be attributed to their marketing strategy. Instead of a direct challenge to KOLA, which was airing a similar format via Satellite, it elected to target KRTH which was not successful likely because it did not cover the entire Greater Los Angeles area and competition was fierce as KCBS aired an oldies music format at this time.

In 1994, KHTS dropped the oldies music format in favor of a country music format. This put KHTS in direct competition with KFRG which had a loyal listening audience evident by its high ratings. KHTS was acquired by Noggales Broadcasting and the format was yet again changed. This time in favor of spanish hits. In 1997, the station was rebranded as "Super Estrella" adopting the call letters of KSSE. On January 16, 2003, KSSE moved to 107.1 FM and a call letter swap landed the present KLYY call letters on 97.5 FM.

[edit] History of the KLYY Call Letters

From 1996-1999, KLYY was known as Alternative Rock Y107 at 107.1. Spanish Hits station, Viva (KLYY, KVYY, KSYY), operated on the 107.1 frequency from 1999-2003 but was divested by Big City after filing for Chapter 11 bankruptcy. 107.1 is now KSSE, a Spanish Contemporary Hits station known as Super Estrella.

[edit] External link

FM radio in the Riverside-San Bernardino, California market (Arbitron #25)

By frequency: 88.3 | 88.7 | 89.1 | 89.7 | 90.1 | 91.9 | 92.9 | 93.5 | 94.3 | 95.1 | 96.1 | 96.7 | 97.5 | 98.1 | 98.3 | 99.1 | 99.9 | 100.9 | 101.3 | 101.7 | 103.9 | 105.5 | 105.7 | 106.9

¹ Most of the Los Angeles area stations can be heard in the Riverside-San Bernardino market.See also: Los Angeles (FM) (AM)¹

California Radio Markets

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