WRUM
WRUM is a commercial radio station in Orlando, Florida, known as "Rumba 100.3". It airs a Spanish-language radio format featuring Latin pop and reggaeton. It is owned by iHeartMedia. The studios and offices are on Maitland Center Parkway in Maitland.
WRUM has an effective radiated power of 100,000 watts, the maximum for most FM stations. The transmitter is in Bithlo, off Fort Christmas Road.
WRUM broadcasts using the HD radio hybrid format. The HD2 subchannel carries a bilingual CHR format, known as "Mega 97.1". The subchannel feeds two FM translators at 97.1 MHz. The HD3 subchannel carries a bilingual classic hits format, known as "Retro 97.9".
History
The station signed on the air on June 26, 1950. The call sign was WORZ-FM, originally simulcasting WORZ 740 AM. The call sign changed in 1957 to WKIS-AM-FM. The two stations were owned by Central Florida Broadcasting and were network affiliates of NBC Radio Network. They carried NBC's schedule of dramas, comedies, news, sports, soap operas, game shows, and big-band broadcasts during the "Golden Age of Radio".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. The new management installed a progressive rock format, switching the call letters 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, the station began stunting with sounds of a department store that included occasional talking, typewriter noises, and telephones ringing. When the stunting had ended, it switched to all oldies as WSHE. San Antonio-based Clear Channel Communications acquired the station in 1997. On February 23, 2004, after stunting with the last two minutes of "Hey Jude" by The Beatles on a loop for an entire weekend, the station's call letters were then switched to WEBG and the format to classic hits as Big 100.3.
On February 2, 2005, the station flipped to a Spanish language in [the United States|Spanish-language] tropical music format. Over time, Latin pop and reggaeton were mixed into the playlist.