WMXC

Infobox Radio Station
name = WMXC


area = Mobile, Alabama
branding = "Lite Mix 99.9"
slogan = "The Most Music, The Most Variety"
airdate = 1947
frequency = 99.9 MHz HD Radio
format = Adult Contemporary
erp = 100,000 Watts
haat = 1755 feet
class = C
owner = Clear Channel Communications
sister_stations = WKSJ-FM, WTKX, WNTM, WKRH, WYCL
website = http://www.litemix.com
former_callsigns = WKRG (1947–1994)
WKRD (1994)
callsign_meaning = WM i X C|

WMXC (99.9 FM), branded as "Lite Mix 99.9", is an Adult Contemporary formatted radio station serving Mobile, Alabama, and Pensacola, Florida. The station's transmitter is 1755 feet above average terrain (HAAT) in Baldwin County, Alabama, with 100,000 Watts output. The station is licensed to Mobile, Alabama and owned by Clear Channel Communications.

History

WMXC can trace its history back to October 16, 1947, when it signed on as WKRG-FM. The original call letters represented the initials of Kenneth R. Giddens, a movie theatre owner, broadcast pioneer, and architect. Giddens owned the WKRG radio stations and WKRG-TV, the latter of which continues to broadcast with the same call letters.

WMXC was originally a simulcast of AM sister WKRG -- today's WNTM -- but adopted a beautiful music format in 1965. During the 1970s, WKRG-FM became the area's first FM Top-40 station and was known as G-100. The station has offered some form of pop contemporary format ever since. It has used the monikers Coast 100 and Mix 99.9; but since May 7, 1998, the station has operated with its current name and format.

Hurricane Ivan struck the Gulf Coast in 2004, and Hurricane Katrina followed in 2005. On both occasions, the station dropped all regular programming, and along with WKSJ, broadcast local hurricane and recovery information. It was the market's only radio-specific storm coverage. During Katrina, WMXC's continuous local coverage ran for 122 consecutive hours.

In 2006, WMXC began streaming on the Internet but with a different commercial schedule than its over-the-air signal. During 2007, the station started broadcasting in HD. A secondary HD-2 channel is also operating with a full-time Smooth Jazz format, a complement to the primary station's "Smooth Jazz Sunday Brunch".

Christmas Music

In 2000, WMXC became one of the first FM stations in the United States to play 100% Christmas music during the holiday season, between Thanksgiving and Christmas Day.Fact|date=August 2007 WMXC joined KESZ/Phoenix, Arizona, which had previously adopted the all-Christmas tactic. WLS-FM/Chicago also played all-Christmas music in 1995 as a one-time stunt, prior to becoming Country WKXK. The strategy was an overwhelming success, cementing WMXC's position in the Mobile and Pensacola markets. The radio industry took notice, and since 2001, more than one hundred stations nationwide have annually played 100% Christmas music during the holidays. WMXC continues to offer all-Christmas music each year.

External links

* [http://www.litemix.com WMXC official website]
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