KLYY
Encyclopedia
KLYY 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.
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 in 1995. This time in favor of Spanish hits under the call letters KVAR as Variedades 97.5. 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
.
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."
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...
located in Riverside, California
Riverside, California
Riverside is a city in Riverside County, California, United States, and the county seat of the eponymous county. Named for its location beside the Santa Ana River, it is the largest city in the Riverside-San Bernardino-Ontario metropolitan area of Southern California, 4th largest inland California...
, broadcasting to the Riverside
Riverside, California
Riverside is a city in Riverside County, California, United States, and the county seat of the eponymous county. Named for its location beside the Santa Ana River, it is the largest city in the Riverside-San Bernardino-Ontario metropolitan area of Southern California, 4th largest inland California...
-San Bernardino, California
San Bernardino, California
San Bernardino is a city located in the Riverside-San Bernardino metropolitan area , and serves as the county seat of San Bernardino County, California, United States...
and Greater Los Angeles
Greater Los Angeles Area
The Greater Los Angeles Area, or the Southland, is a term used for the Combined Statistical Area sprawled over five counties in the southern part of California, namely Los Angeles County, Orange County, San Bernardino County, Riverside County and Ventura County...
area. KLYY airs a Spanish
Spanish language
Spanish , also known as Castilian , is a Romance language in the Ibero-Romance group that evolved from several languages and dialects in central-northern Iberia around the 9th century and gradually spread with the expansion of the Kingdom of Castile into central and southern Iberia during the...
adult hits
Adult hits
Adult hits is a radio format, popular in the early 2000s, that does not adhere to a specific music genre, but instead draws from a wider playlist...
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
Easy listening
Easy listening is a broad style of popular music and radio format that emerged in the 1950s, evolving out of big band music, and related to MOR music as played on many AM radio stations. It encompasses the exotica, beautiful music, light music, lounge music, ambient music, and space age pop genres...
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
Oldies
Oldies is a term commonly used to describe a radio format that concentrates on music from a period of about 15 to 55 years before the present day....
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
KOLA
KOLA is a commercial classic hits music radio station in San Bernardino, California, broadcasting to the Riverside-San Bernardino, California, area on 99.9 FM.-External links:*****KOLA was founded by Fred Cote, first owner and general manager....
, 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
Greater Los Angeles Area
The Greater Los Angeles Area, or the Southland, is a term used for the Combined Statistical Area sprawled over five counties in the southern part of California, namely Los Angeles County, Orange County, San Bernardino County, Riverside County and Ventura County...
area and competition was fierce as KCBS-FM
KCBS-FM
KCBS-FM is a radio station in Los Angeles, California broadcasting to the Greater Los Angeles area on 93.1 FM. KCBS-FM airs an adult hits music format branded as "Jack-FM"....
aired an oldies
Oldies
Oldies is a term commonly used to describe a radio format that concentrates on music from a period of about 15 to 55 years before the present day....
music format at this time.
In 1994, KHTS dropped the oldies
Oldies
Oldies is a term commonly used to describe a radio format that concentrates on music from a period of about 15 to 55 years before the present day....
music format in favor of a 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...
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 in 1995. This time in favor of Spanish hits under the call letters KVAR as Variedades 97.5. In 1997, the station was rebranded as "Super Estrella" adopting the call letters of KSSE
KSSE
KSSE/KSSD/KSSC is a commercial radio station trimulcast located in Southern California, broadcasting on 107.1 FM. The KSSC callsign was assigned to the current KMOQ in the Joplin, Missouri market until 1985....
. On January 16, 2003, KSSE
KSSE
KSSE/KSSD/KSSC is a commercial radio station trimulcast located in Southern California, broadcasting on 107.1 FM. The KSSC callsign was assigned to the current KMOQ in the Joplin, Missouri market until 1985....
moved to 107.1 FM
FM broadcasting
FM broadcasting is a broadcasting technology pioneered by Edwin Howard Armstrong which uses frequency modulation to provide high-fidelity sound over broadcast radio. The term "FM band" describes the "frequency band in which FM is used for broadcasting"...
and a call letter swap landed the present KLYY call letters on 97.5 FM
FM broadcasting
FM broadcasting is a broadcasting technology pioneered by Edwin Howard Armstrong which uses frequency modulation to provide high-fidelity sound over broadcast radio. The term "FM band" describes the "frequency band in which FM is used for broadcasting"...
.
History of the KLYY call letters
From 1996-1999, KLYY was known as alternative rockAlternative rock
Alternative rock is a genre of rock music and a term used to describe a diverse musical movement that emerged from the independent music underground of the 1980s and became widely popular by the 1990s...
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
KSSE
KSSE/KSSD/KSSC is a commercial radio station trimulcast located in Southern California, broadcasting on 107.1 FM. The KSSC callsign was assigned to the current KMOQ in the Joplin, Missouri market until 1985....
, a Spanish Contemporary Hits station known as "Super Estrella."