| |
|---|---|
| Broadcast area | Central Florida |
| Frequency | 100.3MHz (HD Radio) |
| Branding | Rumba 100.3 |
| Programming | |
| Language | Spanish |
| Format | Latin pop–reggaeton–tropical music |
| Subchannels |
|
| Ownership | |
| Owner |
|
| W283AN,WFLF,WJRR,WMGF,WRSO,WTKS-FM,WXXL,WYGM | |
| History | |
First air date | June 26, 1950; 75 years ago (1950-06-26) |
Former call signs |
|
Call sign meaning | "Rumba" |
| Technical information[1] | |
Licensing authority | FCC |
| Facility ID | 59976 |
| Class | C |
| ERP | 100,000 watts |
| HAAT | 484 meters (1,588 ft) |
Transmitter coordinates | 28°34′52″N81°4′31.2″W / 28.58111°N 81.075333°W /28.58111; -81.075333 |
| Translators | |
| Links | |
Public license information | |
| Webcast |
|
| Website | |
WRUM (100.3FM) is acommercial radio station inOrlando, Florida, known as "Rumba 100.3". It airs a Spanish-languageradio format featuringLatin pop andreggaeton. It is owned byiHeartMedia.[2][3] The studios and offices are on Maitland Center Parkway inMaitland.[4]
WRUM has aneffective radiated power (ERP) of 100,000 watts, the maximum for most FM stations.[5] Thetransmitter is inBithlo, off Fort Christmas Road (Route 420).[6]
WRUM broadcasts using theHD radio hybrid format.[7] The HD2subchannel carries a bilingualCHR format, known as "Mega 97.1". The subchannel feeds two FM translators at 97.1 MHz. The HD3 subchannel carries a bilingualclassic hits format, known as "Retro 97.9".
The stationsigned on the air on June 26, 1950. Thecall sign was WORZ-FM, originally simulcasting WORZ 740 AM (nowWYGM).[8] The call sign changed in 1957 to WKIS-AM-FM. The two stations were owned by Central Florida Broadcasting and werenetwork affiliates ofNBC Red Network. They carried NBC's schedule of dramas, comedies, news, sports, soap operas, game shows, andbig-band broadcasts during the "Golden Age of Radio".
In 1971, the simulcast ended as WKIS and WKIS-FM were sold to separate companies, with the FM station acquired by theShamrock Development Company.[9] The new management installed aprogressive rock format, switching the call letters to WDIZ. Over time, the station'splaylist focused on the top-selling albums and rock artists, as the station shifted toalbum-oriented rock.
In 1996, the station beganstunting with sounds of a department store that included occasional talking, typewriter noises, and telephones ringing.[10] When the stunting had ended, it switched to alloldies as WSHE.[11]San Antonio-basedClear Channel Communications (now iHeartMedia) acquired the station in 1997. On February 28, 2004, after stunting with the last two minutes of "Hey Jude" byThe Beatles on a loop for an entire weekend, the station's call letters were then switched to WEBG and the format to classic hits as Big 100.3.[12]
On February 2, 2005, the station flipped to aSpanish-languagetropical music format. Over time,Latin pop andreggaeton were mixed into the playlist.
On April 19, 2017, WRUM's HD2subchannel launched a bilingualCHR format, branded asBoom 97 Uno. It was simulcast on FM translators at 97.1 FM: W246BT inClermont (about 20 miles west of Orlando), and W246CK inKissimmee (a few miles south of Orlando).[13] However, due to a trademark claim byRadio One (which uses the "Boom" brand for itsclassic hip hop stations), the HD2 subchannel and FM translators were rebranded asOi2 97 Uno (pronounced "Oidos") on May 4, 2017. On February 8, 2018, WRUM-HD2 becameMega 97.1.[14]
From September 2018 until July 2024, WRUM’s HD3 subchannel simulcastedWRSO810 AM, which currently broadcasts a sports radio format, until the simulcast moved to sister stationWXXL, where the stations’ respective HD3 subchannels swapped formats, with the bilingual classic hits "Retro" national feed that aired on WXXL’s HD3 subchannel being moved to WRUM’s HD3 subchannel and ended up being simulcast on the FM translator as "Retro 97.9".[15]
| Call sign | Frequency | City of license | FID | ERP (W) | HAAT | Class | Transmitter coordinates | FCC info |
|---|---|---|---|---|---|---|---|---|
| W246BT | 97.1 FM | Clermont, Florida | 151735 | 27 | 78 m (256 ft) | D | 28°33′12″N81°36′0.3″W / 28.55333°N 81.600083°W /28.55333; -81.600083 (W246BT) | LMS |
| W246CK | 97.1 FM | Kissimmee, Florida | 146627 | 250 | 103 m (338 ft) | D | 28°22′2.1″N81°23′12.1″W / 28.367250°N 81.386694°W /28.367250; -81.386694 (W246CK) | LMS |
| Call sign | Frequency | City of license | FID | ERP (W) | HAAT | Class | Transmitter coordinates | FCC info |
|---|---|---|---|---|---|---|---|---|
| W250CE | 97.9 FM | Kissimmee, Florida | 156694 | 250 | 119 m (390 ft) | D | 28°22′2″N81°23′12.3″W / 28.36722°N 81.386750°W /28.36722; -81.386750 (W250CE) | LMS |
