WMXC

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WMXC

Broadcast area	Mobile, Alabama
Branding	Lite Mix 99.9
Slogan	The Most Music, The Most Variety
Format	Adult Contemporary
ERP	100,000 watts
Class	C
Owner	Clear Channel Communications
Website	www.litemix.com

WMXC, branded as Lite Mix 99.9, is an Adult Contemporary radio station serving Mobile, Alabama and Pensacola, Florida. The station's transmitter is 1755 feet above average terrain (HAAT) in Baldwin County, Alabama, with 100,000 watts output. The station is licensed to Mobile, Alabama and owned by Clear Channel Communications. Other Clear Channel stations in the market include WPMI-AM, WKSJ, WRKH, WTKX, and WYCL. Clear Channel also owns two TV stations in the area: NBC-affiliate WPMI-TV and independent WJTC.

Contents 1 History 2 Christmas Music 3 Current Line-Up 4 External Link

[edit] History

WMXC can trace its history back to the late 1940s, when it signed on as WKRG-FM. The original call letters represented the initials of Kenneth R. Giddens, a movie theatre owner, broadcast pioneer, and architect. Giddens owned the WKRG radio stations and WKRG-TV, the latter of which continues to broadcast with the same call letters.

WMXC was originally a simulcast of AM sister WKRG -- today's WPMI-AM -- but adopted a beautiful music format in 1965. During the 1970s, WKRG-FM became the area's first FM Top-40 station and was known as G-100. The station has offered some form of pop contemporary format ever since. It has used the monikers Coast 100 and Mix 99.9; but since 1998, the station has operated with its current name and format.

Hurricane Ivan struck the Gulf Coast in 2004, and Hurricane Katrina followed in 2005. On both occasions, the station dropped all regular programming, and along with WKSJ, broadcast local hurricane and recovery information. It was the market's only radio-specific storm coverage. During Katrina, WMXC's continuous local coverage ran for 122 consecutive hours.

In 2006, WMXC began streaming on the Internet but with a different commercial schedule than its over-the-air signal.

[edit] Christmas Music

In 2000, WMXC became one of the first FM stations in the United States to play 100% Christmas music during the holiday season, between Thanksgiving and Christmas Day. WMXC joined KESZ/Phoenix, Arizona, which had previously adopted the all-Christmas tactic. WLS-FM/Chicago also played all-Christmas music in 1995 as a one-time stunt, prior to becoming Country WKXK. The strategy was an overwhelming success, cementing WMXC's position in the Mobile and Pensacola markets. The radio industry took notice, and since 2001, more than one hundred stations nationwide have annually played 100% Christmas music during the holidays. WMXC continues to offer all-Christmas music each year.

[edit] Current Line-Up

• Chris and Mary (5AM-9AM) -- Chris Smith and Mary Booth both have deep roots in the community. Booth is a graduate of Spring Hill College and has lived in Alabama her entire life. Chris Smith also has a talk program on WPMI-AM, where he broadcasts under the name Uncle Henry.
• 9AM All-Music Hour (9AM-10:35AM) -- Commercial-free music.
• Mary Booth (10:35AM-2PM)
• Mason LaFayette (2PM-7PM)
• Delilah (7PM-12MID) -- Delilah is a syndicated program offered by Premiere Radio Networks. Her program featues love songs and dedications; it is heard every night of the week on Lite Mix 99.9.

[edit] External Link

• Official Website