KRTO (FM)

KRTO (97.1 MHz, "Mega Hits 97.1") is a commercial FM radio station that is licensed to Santa Maria, California, United States and broadcasts to the Central Coast of California from Paso Robles to the Santa Ynez Valley. KRTO's studios are located in Santa Maria and its transmitter is near Point Sal just outside of Guadalupe. The station is owned by Emerald Wave Media and airs a rhythmic contemporary format.

KRTO
CityGuadalupe, California
Broadcast areaSanta Maria-Lompoc
BrandingMega Hits 97.1
SloganAlways The Best Hits
Frequency97.1 MHz
First air date1992 (as KIDI-FM at 105.5)
FormatRhythmic contemporary
ERP360 watts
HAAT404 meters (1,325 ft)
ClassA
Facility ID7101
Transmitter coordinates34°53′52″N 120°35′23″W
Call sign meaningKoncieRTO
Former call signsKOHD (1990-1992, CP)
KIDI-FM (1992-2007)
Former frequencies105.5 MHz (1992-2007)
OwnerEmerald Wave Media
Sister stationsKIDI-FM, KTAP
WebcastListen Live
Websitemega971.com

History

The station originated in a U.S. Federal Communications Commission (FCC) construction permit issued in 1988 to Armando Garcia for a new station in Guadalupe, California.[1] Originally holding the call letters KOHD,[2] it signed on in 1992 as KIDI-FM at the 105.5 MHz frequency with new owner Spanish TV 59.[3][4] The following year, Spanish TV 59 principal Leo Kesselman merged KIDI-FM with KTAP of Santa Maria into a new entity, Boardwalk Broadcasting Company.[5]

In March 1996, Boardwalk Broadcasting announced a sale of KIDI-FM and KTAP to Hispanic Radio Partners L.P. for $550,000;[6] however, just eight months later in November, Boardwalk sold the combo to Emerald Wave Media for $475,000.[7] KIDI-FM aired a regional Mexican format at the time.[8]

In 2006, the station aired a Spanish top 40 format known as "Concierto" (Spanish for "concert"); the call letters were changed to KRTO to reflect this branding.[9]

In 2007, Emerald Wave Media relocated La Buena from the 105.5 FM frequency to 105.1 FM. This was done to send a cleaner signal towards the Santa Ynez Valley, avoiding interference with Ventura-based KFYV (also at 105.5). However, the KRTO calls were moved to 97.1 FM.[10]

In the summer of 2008, Emerald Wave Media flipped the format of 97.1 FM from country music as "Colt 97.1" to rhythmic oldies as "Mega 97.1". Mega is a continuation of the format that aired on KPAT-FM from 1999 to 2004, when it was known as "Mega 95.7" under the ownership of American General Media.

In July 2019, KRTO changed their format from rhythmic oldies to rhythmic contemporary, branded as "Mega Hits 97.1".[11]

Transmission issues

On January 18, 2010, high winds in the Point Sal area caused a power outage that knocked the transmitter for KRTO, KIDI-FM (105.1 FM), and KTAP (1600 AM) off the air. Power to the transmitter and the signals of the sister stations were restored the same day; however, KRTO remained silent for several days following the outage.[12]

References
  1. "For the Record" (PDF). Broadcasting. Broadcasting Publications Inc. March 14, 1988. p. 78. Retrieved July 8, 2018.
  2. "For the Record" (PDF). Broadcasting. Broadcasting Publications Inc. January 22, 1990. p. 66. Retrieved July 8, 2018.
  3. "For the Record" (PDF). Broadcasting. New York: Cahners Publishing Company. November 2, 1992. p. 72. Retrieved July 8, 2018.
  4. "Directory of Radio Stations in the U.S." (PDF). Broadcasting and Cable Yearbook. New Providence, New Jersey: R.R. Bowker. 1996. p. B-42. ISBN 0-8352-3725-7. Retrieved July 8, 2018.
  5. "Colfax Gets Jazzy In Washington To The Tune Of $19.5 Million" (PDF). Radio and Records. January 15, 1993. p. 9. Retrieved July 8, 2018.
  6. "WAXQ: From GAF To Entercom To Viacom" (PDF). Radio and Records. March 22, 1996. p. 8. Retrieved July 10, 2018.
  7. "Dorsey Goes Downtown In St. Louis" (PDF). Radio and Records. November 22, 1996. p. 6. Retrieved July 8, 2018.
  8. "Emmis Exits Denver With Two Big Sales" (PDF). Radio and Records. February 22, 2002. p. 6. Retrieved July 8, 2018.
  9. "Call Sign History: KIDI-FM". FCC Media Bureau CDBS Public Access. U.S. Federal Communications Commission. Retrieved July 10, 2018.
  10. "Call Sign History: KRTO". FCC Media Bureau CDBS Public Access. U.S. Federal Communications Commission. Retrieved July 10, 2018.
  11. KRTO Shifys to Rhythmic CHR Radioinsight - July 30, 2019
  12. Ramos, Julian J. (January 23, 2010). "Week's stormy weather causes local radio silence". Santa Maria Times. Retrieved July 10, 2018.
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