WRUM

WRUM (100.3 MHz) is a commercial FM radio station in Orlando, Florida, known as "Rumba 100.3." It airs a Spanish-language radio format featuring Latin pop, Reggaeton and Tropical music, and is owned by iHeartMedia, Inc.[1][2] The studios and offices are on Maitland Center Parkway in Maitland.[3]

WRUM

CityOrlando, Florida
Broadcast areaCentral Florida
Frequency100.3 MHz (HD Radio)
BrandingRumba 100.3
HD2: Mega 97.1
SloganMas Música Variada
HD2: Donde Viven tus Hits
Programming
Language(s)Spanish
FormatLatin pop - Reggaeton - Tropical music
HD2: Bilingual CHR "Mega 97.1"
Ownership
OwneriHeartMedia
(Clear Channel Broadcasting Licenses, Inc.)
Sister stationsWFLF, WJRR, WMGF, WRSO, WTKS-FM, WXXL, WYGM, W283AN
History
First air date1950 (1950) (as WKIS-FM)
Former call signsWKIS-FM (1950–1971)
WDIZ (1971–1996)
WSHE (1996–2004)
WEBG (2004–2005)
Call sign meaningWRUMba
Technical information
Facility ID59976
ClassC
ERP100,000 watts
HAAT484 meters (1,588 ft)
Transmitter coordinates28°34′51.9″N 81°04′31.2″W
Translator(s)97.1 W246BT (Clermont, relays HD2)
97.1 W246CK (Kissimmee, relays HD2)
Links
WebcastListen Live
HD2: Listen Live
Websiterumba100.iheart.com
HD2: lamegaorlando.iheart.com

WRUM has an effective radiated power (ERP) of 100,000 watts, the maximum for non-grandfathered FM stations.[4] The transmitter is in Bithlo, off Fort Christmas Road (Route 420).[5]

WRUM broadcasts using the HD radio hybrid format.[6] The HD2 subchannel carries a bilingual CHR format, known as "Mega 97.1." The subchannel feeds two FM translators at 97.1 MHz.

History

The station signed on in 1950 as WKIS-FM.[7] It originally simulcast AM 740 WKIS (now WYGM). The two stations were owned by Central Florida Broadcasting and were network affiliates of NBC.

In 1971, the simulcast ended. WKIS and WKIS-FM were sold to separate companies, with the FM station acquired by the Shamrock Development Company.[8] The new management installed an progressive rock format, switching the call sign to WDIZ. Over time, the station's playlist focused on the top selling albums and rock artists, as the station shifted to album-oriented rock.

In 1996, the station switched to all oldies as WSHE.[9] San Antonio-based Clear Channel Communications acquired the station in 1997. Clear Channel was the forerunner to today's iHeartMedia. In 2004, the call letters were switched to WEBG.[10]

In 2005, the station flipped to a Spanish-language tropical music sound, although over time, Latin pop and Reggaeton took over more of the playlist.

WRUM-HD2

On April 19, 2017, WRUM-HD2 launched a bilingual CHR format, branded as Boom 97 Uno. It was simulcast on FM translators W246BT 97.1 FM Clermont, about 20 miles west of Orlando, and W246CK 97.1 FM Kissimmee, a few miles south of Orlando.[11]

However, due to a trademark claim by Radio One (which uses the "Boom" brand for its classic hip hop stations), the HD2 subchannel and FM translators were rebranded as Oi2 97 Uno (pronounced "Oidos") on May 4, 2017. On February 8, 2018, WRUM-HD2 became Mega 97.1.[12]

References
  1. "WRUM Facility Record". United States Federal Communications Commission, audio division.
  2. "WRUM Station Information Profile". Arbitron.
  3. Rumba100.iheart.com/contact
  4. FCC.gov/WRUM
  5. Radio-Locator.com/WRUM
  6. "HD Radio Station Guide for Orlando". HD Radio. iBiquity.
  7. Broadcasting Yearbook 1961-1962 page B-38
  8. Broadcasting Yearbook 1972 page B-45
  9. http://articles.orlandosentinel.com/1999-04-30/entertainment/9904290633_1_wshe-oldies-clear-channel
  10. http://articles.orlandosentinel.com/1999-05-15/news/9905150152_1_wshe-wocl-chancellor
  11. Bilingual CHR "Boom 97 Uno" Debuts in Orlando Radio Insight - April 19, 2017
  12. Oi2 Returns to iHeart as Mega 97.1 Radio Insight - February 8, 2018
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