XHMORE-FM

XHMORE-FM (98.9 MHz) is a commercial FM radio station in Tijuana, Baja California, Mexico. The station broadcasts with an effective radiated power (ERP) of 50,000 watts and serves the Tijuana-San Diego radio market. It is operated by Esquina 32, and broadcasts a Regional Mexican music format known as Adictiva Radio.

XHMORE-FM
Broadcast areaTijuana-San Diego
Frequency98.9 MHz
BrandingAdictiva Radio
Programming
FormatRegional Mexican
Ownership
Owner
OperatorEsquina 32
XEBG-AM, XESPN-AM
History
First air date
September 8, 1977 (concession)
Former call signs
XHQF-FM
Call sign meaning
Station was known as More FM
Technical information
ClassB
ERP50,000 watts[2]
HAAT71 meters (233 ft)
Links
Websiteadictiva.mx

History

XHQF-FM received its concession on September 8, 1977. It was owned by Jorge Méndez Alemán, who had sought a station since the late 1960s and was initially awarded 97.7 MHz.[3] In March 1986, control passed to its current concessionaire.

For a number of years prior to 1993, XHQF had programmed a Top 40/CHR format with most of the music being in English and the presentation in Spanish. By 1994, it evolved into a Rock en Español format as "More FM," with the XHMORE-FM call sign. This first incarnation as a Rock station lasted until 2004, when it flipped to an English-language rhythmic contemporary format as "Blazin' 98.9." Market competitors included XHITZ-FM (licensed to Mexico) and KHTS-FM (licensed to the United States). In 2009, the music stopped and the station adopted a sports radio format as the local ESPN Radio network affiliate. On September 1, 2010, ESPN Radio was replaced by the Rock en Español format,[4] in its second incarnation; ESPN Radio migrated to XEPE.

TJ/SD

Effective March 31, 2018, Grupo Cadena signed a sales and marketing agreement with Flip Media, owned by Randal Phillips, to relaunch the station as well as sister XEWV-FM in Mexicali as "TJ SD," with San Diego rock radio veteran Michael Halloran heading the programming department.[5] One advantage of the operating arrangement with Flip, according to Phillips, was that the rental expenses for XHMORE would be lower than those of comparable Mexican stations operated from the United States. However, the flip to "TJ SD" never occurred.[6]

Logo before moving online

On May 22, 2022, Grupo Cadena ceased broadcast operations on its terrestrial stations, moving XHMORE's "Rock en Español" format to internet only.[7] It did not begin coming back on the air until April 2023, after the Cadena stations were sold to a consortium related to Tijuana news website Esquina 32. Esquina 32 formally launched the station on May 1, 2023, originally planning to air a pop format known as Zoom FM before switching to Regional Mexican and later branding it as Adictiva Radio.

References
  1. "RPC: #058993 Concessionaire Change by Internal Reorganization — XHMORE-FM" (PDF). Federal Telecommunications Institute. May 16, 2022.
  2. Instituto Federal de Telecomunicaciones. Infraestructura de Estaciones de Radio FM. Last modified 2018-05-16. Retrieved 2015-06-09. Technical information from the IFT Coverage Viewer.
  3. Diario Oficial de la Federación, March 15, 1969
  4. "Cadena Baja California". cbc.com.mx. Retrieved 2019-01-30.
  5. "XHMORE (More FM 98.9)/Tijuana-San Diego Switching To 98/9 TJ SD Under Michael Halloran". All Access. 28 March 2018. Retrieved 31 March 2018.
  6. Leighton, Ken (27 March 2018). "Cesar Gonzalez: Baja's new radio ambassador?". San Diego Reader. Retrieved 31 March 2018.
  7. Venta, Lance (May 23, 2022). "San Diego Targeting Mexican Licenses Move Online Only". RadioInsight.

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