 | |
| |
|---|---|
| Broadcast area | Tampa Bay area |
| Frequency | 100.7MHz (HD Radio) |
| Branding | Mix 100.7 |
| Programming | |
| Language | English |
| Format | Adult contemporary |
| Subchannels |
|
| Affiliations | Premiere Networks |
| Ownership | |
| Owner |
|
| History | |
First air date | November 1947 (78 years ago) (1947-11) |
Former call signs |
|
Call sign meaning | "Tampa Bay's Mix 100.7" (transposed) |
| Technical information[1] | |
Licensing authority | FCC |
| Facility ID | 23078 |
| Class | C |
| ERP | 96,000 watts |
| HAAT | 472 meters (1,549 ft) |
| Links | |
Public license information | |
| Webcast |
|
| Website | tampabaysmix |
WMTX (100.7FM) is a commercial radio station inTampa, Florida, known as "Mix 100.7". It has anadult contemporary radio format, switching toChristmas music for much of November and December. It is owned byiHeartMedia, with its studios and offices on Gandy Boulevard in Tampa.[2] WMTX serves as the primaryEmergency Alert System station for theTampa Bay area.
WMTX has aneffective radiated power (ERP) of 96,000 watts, itstransmitter site is off Rhodine Road inRiverview.[3] WMTX broadcasts usingHD Radio technology; its HD-2 digital subchannel airs a simulcast ofWHNZ'stalk/business format, while their HD-3 subchannel carrie "Retro," aBilingualclassic hits format.
In November 1947, the station signed on the air as WDAE-FM.[4] It originally broadcast at 105.7 MHz and was powered at only 1,000 watts, a fraction of its current output. Itsimulcast co-owned WDAE (1250 AM) and the two stations were owned by theTampa Times newspaper. WDAE-AM-FM wereCBS Radio Network affiliates, running its dramas, comedies, news, sports and other programming during theGolden Age of Radio. The station carried the WATLcall sign from 1966 to 1968, returning to WDAE-FM after two years.
In the late 1960s, WDAE-FM flipped tobeautiful music, airing quarter-hour sweeps of mostly instrumental cover versions of popular songs, as well asBroadway andHollywood show tunes. To give it a separate identity from its AMsister station, which aired teen-orientedTop 40 music, the FM station changed its call letters to WAVV in 1976, to represent the word "Wave". During the WAVV years, the station's tagline was "Waves of Beautiful Music". In 1978, the call sign changed to WJYW, to represent the word "Joy".
In 1982, the station flipped from beautiful music toadult contemporary and the call sign changed to WIQI ("W-101"). In 1986, the call sign changed to WUSA-FM (sharing the call sign with aGannett sister station, Washington D.C. CBS television affiliateWUSA-TV), while still being named "W-101" before rebranding as simply "101 WUSA" in July 1994.[5][6]
In December 1996, after Gannett traded the station toJacor, the station flipped tohot adult contemporary and rebranded as "100.7 Kiss FM", with the call letters changing to WUKS.[7] In 1998, the call letters were changed to WAKS. During the "Kiss" era, the station was the home of the popular, locally syndicated Mason Dixon Morning Show. On August 28, 1999, at midnight, the station became "Mix 100.7", and the call sign changed to WMTX (which was first used on95.7 FM as "Mix 96"). Community outrage was highly noted in local newspapers and on other radio stations.[8] Under the "Mix" branding, the station flipped to a mainstream adult contemporary format. The station initially carriedCasey's Top 20 countdown, hosted byCasey Kasem, andBacktrax USA. The format gradually shifted toadult top 40.
Both WMTX and its AM counterpart, WDAE, were acquired byClear Channel Communications in 1999, and in 2020, WMTX shifted from adult top 40, returning to adult contemporary music, but still calling itself "Mix 100.7".[9]
In 2019, for the first time in its history, WMTX flipped to all-Christmas music for the holiday season, a week beforeWDUV orJoy FM (88.1, 91.5 and 91.7) usually flip to all-Christmas.[10] They still regularly continue this practice every year, typically the week before Thanksgiving. This is not unusual of iHeartRadio AC stations to do, as dozens of sister stations across the country also flip to Christmas music.
Despite raising ratings for the station, WMTX does not usually get the greatest Christmas music audience. In recent years, WDUV has been flipping to Christmas music earlier than WMTX and have soared in the ratings.[11] However, WMTX still generally reaches a higher market share in the Holiday Season.
In early 2007, WMTX launched anHD2digital subchannel with asoft AC format. On December 17, 2007, WMTX-HD2 dropped the soft AC format to introduce theLGBTQ-oriented "Pride Radio" service, featuring dance and rhythmic hits.
On January 28, 2013, WMTX-HD2 changed its format toclassic rock, branded as "Thunder Tampa Bay", and began to be relayed on FM translators W233AV 94.5 (Gulfport) and W290BJ 105.9 (West Tampa).[12] On September 24, 2014, WMTX-HD2 started simulcasting on W256CT 99.1 (Bayonet Point). In the fall of 2015, WMTX-HD2 began simulcasting on translator W275AZ 102.9 (Wesley Chapel South). The "Thunder" branding and format was previously used on sister station WTBT 105.5/103.5 (nowWFUS) from 1995 to 2005.
On June 3, 2016, WMTX-HD2 shifted its format toclassic hits, still branded as "Thunder Tampa Bay".[13] However, one month later, WMTX-HD2 returned to classic rock, still branded as "Thunder Tampa Bay".[14]
On December 13, 2016, WMTX-HD2 flipped toclassic hip hop as "Throwback 94.5 & 105.9", complementingurban contemporary sister stationWBTP.[15]
On January 11, 2019, WMTX-HD2 announced that it would be changing its format the following Monday, and began directing listeners to WBTP.[16] On January 14, W233AV, W256CT and W290BJ began simulcasting news/talk-formattedWFLA. The classic hip hop format continued on WMTX's HD2 sub-channel, with the HD3 subchannel carrying "The Breeze", a soft AC format fromiHeartRadio.
On July 26, 2021, WMTX-HD2 changed their format to a simulcast of Spanish news/talk-formattedWHNZ, branded as "Acción 1250".[17]
27°49′12″N82°15′40″W / 27.820°N 82.261°W /27.820; -82.261