KHKX branded as "KICKS 99 Country", is a radio station

Radio station

Radio broadcasting is a one-way wireless transmission over radio waves intended to reach a wide audience. Stations can be linked in radio networks to broadcast a common radio format, either in broadcast syndication or simulcast or both...

 that serves the Midland–Odessa metropolitan area

Midland–Odessa metropolitan area

The Midland–Odessa Combined Statistical Area is a Combined Statistical Area located in West Texas. It has two component areas – the Midland Metropolitan Statistical Area and Odessa Metropolitan Statistical Area . As of the 2009 U.S...

 with country music

Country music

Country music is a popular American musical style that began in the rural Southern United States in the 1920s. It takes its roots from Western cowboy and folk music...

 and live high school football for Odessa High School

Odessa High School

Odessa High School is a public high school located in Odessa, Texas and is part of the Ector County Independent School District. The full name of the school is Odessa Senior High School. This name was originally to differentiate it from Odessa Junior High School...

 and Permian High School

Permian High School

Permian High School is a public high school located in Odessa, Texas and is part of the Ector County Independent School District. It was the subject of the book Friday Night Lights which in turn inspired a movie and TV series of the same name.-History:...

. They are a former affiliate for the Dallas Cowboys

Dallas Cowboys

The Dallas Cowboys are a professional American football franchise which plays in the Eastern Division of the National Football Conference of the National Football League . They are headquartered in Valley Ranch in Irving, Texas, a suburb of Dallas...

 and broadcast the #1 rated country morning show in the Midland-Odessa area with Mike and Dana.

History

KHKX is fairly new to the Odessa-Midland area, having been established in 2001. In an effort to attract listeners to their network, they managed to sign Mike and Dana from rival Cumulus Station KGEE. When KCRS-FM

KCRS-FM

KCRS-FM is a radio station that serves the Midland–Odessa metropolitan area with Top 40 music. The station is owned by ICA Broadcasting, a local company owning CBS and MyNetwork 16...

 came under new ownership in Premiere Radio Networks

Premiere Radio Networks

Premiere Networks is an American radio network. It is the largest syndication company in the United States based on popularity of programming...

 in 1997, they announced they would discontinue broadcasting live high school football games on the FM frequency and instead focus all sports on KCRS (AM)

KCRS (AM)

KCRS , commonly called Newstalk 550 KCRS, is a radio station broadcasting a News Talk Information format. Licensed to Midland, Texas, USA, the station serves the Odessa-Midland area. The station is currently owned by ICA Radio Midland-Odessa License, LLC and features programing from Fox News...

. After six months of searching, the Ector County Independent School District was able to announce KHKX had picked up the rights to broadcast high school football and would bring the team over from KCRS-FM that had broadcast football for 8 years. They also managed to acquire the Dallas Cowboys Radio Network from 2000-2006. The increased money from these new sponsors eventually allowed them to acquire KMCM from Music City Mall

Music City Mall

Music City Mall is a large, regional shopping mall located in Odessa, Texas. The mall itself houses over 100 businesses and has the only ice skating facility within . The mall has a gross leasable area of 750,000 square feet ....

, allowing them to monopolize the live football broadcasts for the Odessa games, and 95X

KQRX

KQRX is a commercial radio station located in Midland, Texas, broadcasting to the Midland-Odessa market. KQRX airs an adult hits music format.-History:...

, which they re-branded as Bob FM and picked up the rights for Midland Christian High School football games.