| City of license | Parma, Idaho |
|---|---|
| Broadcast area | Boise, Idaho |
| Branding | Wild 101.1 |
| Slogan | "Idaho's Party Station" |
| Frequency | 101.1 MHz |
| First air date | 30 October 2008 |
| Format | Rhythmic contemporary |
| ERP | 96,000 watts |
| HAAT | 305 meters (1001 feet) |
| Class | C0 |
| Facility ID | 7377 |
| Callsign meaning | WYlD = Play On The Word Wild |
| Former callsigns | KMCL (1989-2007) KMXM (2007-2008) |
| Owner | Impact Radio Group |
| Sister stations | KPDA, KSRV, KINF-FM |
| Webcast | Listen Live |
| Website | www.wild101fm.com Wild 101 MySpace page |
KWYD (101.1 FM) is a radio station broadcasting a Rhythmic Contemporary format. Licensed to Parma, Idaho, USA, the station is currently owned by Impact Radio Group.[1]
The station was assigned the call sign KMCL on 1989-09-26, and on 2007-12-07 became Adult Contemporary KMXM.[2]
The station was sold in early 2008 to Impact Radio Group, and later moved the station into the Boise radio market on October 31, 2008. It flipped the format to Rhythmic Contemporary, along with picking up the call letters KWYD. It also increased its power to 100,000 watts, giving the station better coverage in the area. KWYD is also Idaho's first ever Rhythmic-formatted station.
According to PD Mickey Fuentes in an interview for the Idaho Statesman, "This radio station is here because we saw a need for it in the market." He went on to say that "We looked around and said, 'Where's the opportunity here?'" Fuentes later added "All we're doing is trying to reflect the audience," and cites that the station received over 160,000 to 170,000 text messages per month for music requests and contests since its debut[3].
At present, KWYD is the top-rated radio station in Boise among adults 18-34, according to Arbitron. It has a two-share lead over Peak's KSAS "Kiss FM" and a commanding six-share lead over Citadel's KZMG "Magic," becoming the dominant choice for pop music listeners in just two short years. KZMG later bailed out of the Top 40/CHR war on January 26, 2011 for Sports Talk.
The KWYD FM call sign was once used by a Colorado Springs, Colorado area radio station that was a Christian Talk/Music format in the 1970s and 80's. The station was sold in 1989 and the format and call letters were changed. Today it's now known as KRDO-FM and broadcasts an News/Talk Format.
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