KVLY (107.9 FM) is a radio station broadcasting a Mainstream Top 40 format. Licensed to Edinburg, Texas, United States, the station serves the Rio Grande Valley area. The station is currently owned by Entravision. It shares a studio with its sister stations, while its transmitter is located in South Padre Island, Texas.
|Broadcast area||Rio Grande Valley|
|Branding||107.9 Mix FM|
|Slogan||"The Valley's #1 Hit Music Station"|
|Format||Mainstream Top 40|
|Callsign meaning||Rio Grande VaLleY|
|Former callsigns||KESI (????–1979)|
|Owner||Entravision Communications |
(Entravision Holdings, LLC)
|Sister stations||KFRQ, KKPS, KNVO-FM|
KVLY was originally radio station KESI, licensed to Edinburg and owned by Lloyd Hawkins. He also owned KURV 710 AM, but after a fire destroyed the building both stations were housed in, Hawkins sold KESI, an "Easy Listening" format using an automation system and the Bonneville Beautiful Music format to Henry B. Tippie. Tippie purchased the old Yazoo lawn mower sales and service building and renovated the building using the plans of Chief Engineer, Mike Hales, who also designed the studios of KURV after the fire. Tippie then purchased radio station KRIO in McAllen and also KNCN, C101, in Corpus Christi, Texas.
Initially, KVLY used to be a traditional Soft Adult Contemporary radio station, playing well-known hits dating back to the 1960s, even including a nightly "love songs" program. However, in recent years, KVLY began playing more contemporary hit radio (TOP40)
Then in 2008, KVLY cancelled "Love Songs" (which by then aired on Sunday-Thursday nights) in favor of more upbeat music and the new "Top 8 at 8:00".
KVLY-FM was classified as a Hot Adult Contemporary radio station with a target audience of Adults 18-49.
On August 31, 2009 KVLY-FM moved the Billy Bush show to 10pm in favor of a new local love songs program titled "Heartbeats", airing from 7-10pm (Monday-Friday nights). The Billy Bush show returned to the 7pm-11pm hours in July 2010.
In August 2010 the station started playing more top hits, becoming more of a Mainstream Top 40 than a Modern AC. This is done in order to compete with rivals KBFM and XHAVO-FM. Mediabase & Nielsen BDS have since moved KVLY to the Contemporary Hit Radio panel by February 2011.
In April 2011 KVLY ushered in a new program branded as "The Nightly Hook-Up" which consisted of the only live music mixing week nights and during the weekends. This was done in order to compete with rival KBFM and their pre-recorded mixshow in the evenings. The original programming for "The Nightly Hook-Up" began from the 10pm - Midnight slot weeknights and 6pm - Midnight on Saturday nights. The show was eventually added to the 5pm hour weekdays in order to counter other rival's shows at this time.
On September 19, 2011 saw an increase in listeners and "The Nightly Hook-Up" was moved to the prime time slot weeknights during the premiere of "Nani's Neighborhood" from 8pm - 10pm, while keeping all other original times of "The Nightly Hook-Up" as established, thus sparking a "mix war" with rival KBFM. Currently "The Nightly Hook-Up" is the only "live" mixshow in the McAllen-Brownsville-Harlingen market that allows listeners to instantly call in and request a song to be "mixed" in.
In August 2011, Entravision Communications added Radio Production Director, AJ Leal to head up the Valley's only live mid-day program in the McAllen-Brownsville-Harlingen Radio market, instituting a new show, "New At Noon" in Spring 2012. The show's mission is to introduce never-before-heard songs (soon to be released for Radio play) first. In 2012, Program Director Alex Duran, gave the go-ahead to utilize AJ Leal's production capabilities to energize the imaging effect of 107.9 Mix FM and introduced a new "Mainstream Top 40" sound.
In February 2015, AJ Leal was quietly removed from all duties at 107.9 Mix FM due to legal issues and was replaced with other on air personalities filling in the noon spot.
Unlike many Top 40 radio stations (which have their playlists consisting of today's current music, often excluding reggaeton and bachata music from their playlists) the station includes some reggaeton and bachata songs (which are often played on some Spanish radio stations), as well some non-top 40 music material, such as Red by Taylor Swift (which is a country song), and some songs that are no longer played on Top 40 radio stations, on its playlist.
In December 2017 staff was notified of budget cuts and thus led to the release of several on air talents from KVLY and sister stations within the company. Currently the KVLY morning show consists of the syndicated "Kidd Kraddick Morning Show," replacing the local morning show of Alex and Meridee.
KVLY's branding name was Mix 107.9 KVLY, but in March 2009 they changed the branding name to 107.9 Mix FM.
KVLY's slogan was "The Most Hit Music", but in January 2009 the slogan was changed to "The Valley's #1 Hit Music Station". And changed once again in August 2009 to "Today's Modern Music". The slogan "The Valley's #1 Hit Music Station" was reintroduced in 2011 and "The Valley's Hit Music Channel" was added in mid-2012.
A new logo for 107.9 Mix FM was introduced in March 2010 and remains in effect today.
On Air PersonalitiesEdit
- DJ Lo
- DJ Marky Mark
- Hollywood Hamilton