WRUM

WRUM (100.3 FM) is a commercial 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.[1][2] The studios and offices are on Maitland Center Parkway in Maitland.[3]

WRUM
Broadcast areaCentral Florida
Frequency100.3 MHz (HD Radio)
BrandingRumba 100.3
HD2: Mega 97.1
Programming
Language(s)Spanish
FormatLatin pop/Reggaeton/Tropical music
SubchannelsHD2: Mega 97.1 (Bilingual CHR)
HD3: WRSO simulcast (Spanish news/talk)
Ownership
Owner
W283AN, WFLF, WJRR, WMGF, WRSO, WTKS-FM, WXXL, WYGM
History
First air date
1950 (1950) (as WKIS-FM)
Former call signs
WKIS-FM (1950–1971)
WDIZ (1971–1996)
WSHE (1996–2004)
WEBG (2004–2005)
Call sign meaning
WRUMba
Technical information
Facility ID59976
ClassC
ERP100,000 watts
HAAT584.0 meters (1,916.0 ft)
Transmitter coordinates
28°34′52″N 81°4′31.2″W
Translator(s)HD2: 97.1 W246CK (Kissimmee)
Links
WebcastListen Live
HD2: Listen Live
Websiterumba100.iheart.com
HD2: lamegaorlando.iheart.com

WRUM has an effective radiated power (ERP) of 100,000 watts.[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 an FM translator at 97.1 MHz. The HD3 subchannel carries a Spanish news/talk format, simulcasting WRSO.

History

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

In 1971, the simulcast ended as WKIS and WKIS-FM were sold to separate companies, with the FM station acquired by the Shamrock Development Company.[8] The new management installed a 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, after stunting with sounds of a department store that included occasional talking, typewriter noises, and telephones ringing,[9] the station switched to all oldies as WSHE.[10]San Antonio-based Clear Channel Communications (now iHeartMedia) acquired the station in 1997. On February 28, 2004, after stunting with the last two minutes of "Hey Jude" by The Beatles in a loop for only a single weekend, the station's call letters were then switched to WEBG.[11]

In 2005, the station flipped to a Spanish-language tropical music format, although over time, Latin pop and Reggaeton would be mixed into 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 at 97.1 FM: W246BT in Clermont (about 20 miles west of Orlando), and W246CK in Kissimmee (a few miles south of Orlando).[12] 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.[13]

Translators
Broadcast translators of WRUM-HD2
Call signFrequency
(MHz)		City of licenseFacility
ID		ERP
(W)		Height
(m (ft))		ClassTransmitter coordinatesFCC info
W246CK97.1Kissimmee, Florida146627250103 m (338 ft)D28°22′2.1″N 81°23′12.1″WFCC LMS

References
  1. "WRUM Facility Record". United States Federal Communications Commission, audio division.
  2. "WRUM Station Information Profile". Arbitron.
  3. "Rumba 100.3 Datos de Contacto: Teléfono, Domicilio, Anunciarse y Más". Rumba 100.3 (in Spanish).
  4. "FM Query Results -- Audio Division (FCC) USA". transition.fcc.gov.{{cite web}}: CS1 maint: url-status (link)
  5. "WRUM-FM 100.3 MHz - Orlando, FL". radio-locator.com.
  6. "HD Radio Station Guide for Orlando". HD Radio. iBiquity.
  7. Information from the Broadcasting Yearbook 1961-1962 page B-38
  8. Broadcasting Yearbook 1972 page B-45
  9. http://cflradio.net/100.3%20WDIZ%20to%20WSHE%20flip.mp3
  10. Jim Abbott of The Sentinel Staff. "WSHE IS A NEWLY COOL SPOT". OrlandoSentinel.com.
  11. Jim Abbott of The Sentinel Staff. "SHOCK WAVES ROCK ORLANDO'S AIRWAVES". OrlandoSentinel.com.
  12. Bilingual CHR "Boom 97 Uno" Debuts in Orlando Radio Insight - April 19, 2017
  13. Oi2 Returns to iHeart as Mega 97.1 Radio Insight - February 8, 2018
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