KLYY

Infobox Radio station
name = KLYY


city = Riverside, California
area = Riverside-San Bernardino, California
Greater Los Angeles Area
branding = "José 97.5"
slogan = "Toca lo que Quiere"
airdate = 1959
frequency = 97.5 MHz HD Radio
HD2: Hispanic Oldies
format = Spanish Adult Hits
erp = 72,000 watts
haat = 557 meters
class = B
facility_id = 58809
callsign_meaning =
former_callsigns =
owner = Entravision Communications
webcast =
website = http://www.jose975.com/
affiliations =

KLYY (97.5 FM, "Jose 97.5") is a radio station located in Riverside, California, broadcasting to the Riverside-San Bernardino, California and Greater Los Angeles area. KLYY airs a Spanish adult hits music format.

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-FM 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.

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."

External links

* [http://www.jose975.com/ KLYY official website]
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