XHMUG-FM

XHMUG-FM is a radio station on 96.9 FM in Mexicali, Baja California, Mexico. The station is owned by Grupo Radiorama and is known as La Poderosa with a Spanish-language adult hits format.

XHMUG-FM

Mexicali, Baja California Mexico
Frequency	96.9 MHz
Branding	La Poderosa
Programming
Format	Spanish adult hits
Ownership
Owner	Grupo Radiorama (Radio y Televisión Internacional, S.A. de C.V.)
Sister stations	XECL-AM, XED-AM, XHMC-FM
History
First air date	March 30, 1994 (concession)
Former frequencies	94.1 MHz
Call sign meaning	Murguia, originally specified station location
Technical information
Class	B
ERP	50 kW
Transmitter coordinates	32°25′27.2″N 115°17′57.6″W
Links
Webcast	Listen live
Website	radioramamexicali.com

History

XHMUG received its first concession on March 30, 1994. It was located in Murguia, slated to broadcast on 94.1 MHz and owned by Hector Renato Brassea Eguia. The station originally broadcast tropical music as La Sabrosita. It did not take the station long to move to Mexicali and 96.9 MHz. In 2003, the station adopted a more conventional regional Mexican format as Fuerza Latina. Beginning in 2009, Grupo Radio México operated XHMUG with its La Z brand.

In 2016, XHMUG changed to Radiorama and La Poderosa, the brand that previously had been used on XHMMF-FM 92.3. The next year, one of Radiorama's two Mexicali clusters was transferred to Grupo Larsa Comunicaciones, resulting in Larsa flipping XHMUG to its Toño adult hits format. Radiorama took back operation of the station in September 2018, resulting in the return of the La Poderosa name, but the format changed to classic hits in English and Spanish.

The station has been simulcast on XED-AM 1050 since its return to operation on September 29, 2019.