WSWT

WSWT, branded as "Mix 106-9", is a radio station broadcasting an Adult Contemporary format. It is licensed to Peoria, Illinois in the Peoria radio market. The station is currently owned by Midwest Communications.[5][6] Mornings are hosted by Randy Rundle and Steph Blue.

WSWT
CityPeoria, Illinois
Broadcast areaPeoria, Illinois
BrandingMix 106-9
SloganYour Life. Your Music.
Frequency106.9 MHz
First air date1964 (as WIRL-FM)
FormatAdult contemporary
ERP50,000 watts
HAAT146 meters (479 ft)
ClassB
Facility ID13041
Transmitter coordinates40°43′22.1″N 89°30′40.3″W (NAD83)
Call sign meaningSWeeT (previous nickname/format)[1]
Former call signsWUHN (1971–?)[2][3]
WIVC (1966–1971)[4]
WIRL-FM (1964–1966)
OwnerDuke Wright
(Midwest Communications)
Sister stationsWIRL (traditional and current); WMBD, WPBG, WKZF, and WXCL (current)
WebcastListen Live
Websitemix1069.com

History

The station went on the air in 1964 as WIRL-FM. It has since changed callsigns to WIVC, WUHN and then to the current WSWT. For many years, it aired a beautiful music format using the "W-Sweet" slogan. Walter Thurman was a longtime announcer at the station. Beginning in the 1980s the station gradually evolved into a soft adult contemporary station and then to adult contemporary that is the format today.

On December 22, 2014, WSWT announced it would rebrand from "Today's Lite Rock 107" to "Mix 106.9" after Christmas as part of its "New Year, New Name" campaign, returning the heritage brand to the market for the first time since September 2007, when WXMP flipped to oldies as WHPI and rebranded as "Hippie Radio". This is the fourth incarnation for the "Mix" branding in Peoria: it originated as WMXP in 1994 on 93.3, after a seven-year absence, it resurfaced on 105.7 in 2003, and then moved to 101.1 in 2006 before the callsign and format were dropped the following year. The rebrand officially took place on the 26th. Shortly after the rebrand, the station dropped all-80s music from its weekend schedule, and shifted its non-Christmas playlist to Hot AC.

On February 4, 2019, Alpha Media announced that it will sell its Peoria cluster to Midwest Communications for $21.6 million.[7]. The sale closed on May 1, 2019.

On December 26, 2019, WSWT changed its slogan to "Your Life. Your Music.", and also adopted a new logo.

Previous logos

References
  1. "Call Letter Origins". Radio History on the Web.
  2. C, Mike (2009-07-14). "Constant Rotation, the fifth part". The Skull & Pumpkin Public House. Blogger. The Peoria Plague, a remarkably dark and effective alien/zombie plague drama from WUHN 106.9 Peoria IL, broadcast in 1971 or '72. There's no hard date for it (the station became WUHN in '71, but some say the production wasn't done during its first year).
  3. White, Tim (2002-11-24). "#56". 1290 WIRL Guestbook. Retrieved 2010-10-11.
  4. Henry (2002-10-01). "#50". 1290 WIRL Guestbook. Retrieved 2010-10-11.
  5. "WSWT Facility Record". United States Federal Communications Commission, audio division.
  6. "WSWT Station Information Profile". Arbitron.
  7. "Midwest Communications Acquires Alpha Media's Peoria Stations". RadioInsight. 6 February 2019.


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