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WXSS
WXSS (103.7 FM) is a commercial radio station licensed to Wauwatosa, Wisconsin United States, and serving Greater Milwaukee and Southeast Wisconsin. It broadcasts a contemporary hit radio format and is owned by Audacy, Inc. Its studios are on West Grange Avenue in Hales Corners.
WXSS is a Class B FM station, with an effective radiated power (ERP) of 18,000 watts. The transmitter is on North Humboldt Boulevard in the Milwaukee "tower farm" complex near Estabrook Park and the Milwaukee River in the northeastern part of the city. WXSS broadcasts using HD Radio technology. Its digital subchannels carry a simulcast of sister station WSSP on HD2, and "Channel Q", Audacy's LGBTQ and dance music service, on HD3. The HD2 subchannel feeds FM translator W289CB at 105.7 MHz.
The original call sign was WTOS, a reference to its city of license when it signed on in 1961 with a MOR format. WTOS later flipped to a country music format that also featured ethnic programming. In March 1969, new owners switched the station's format to progressive rock, going head-to-head with WZMF.
The limited signal at the time and inexperienced owners lost money with the station, and in 1971, WTOS was sold to Sudbrink Broadcasting, who increased the power and adopted a beautiful music format with the WEZW call sign. WEZW was a huge ratings success for the following two decades.
As the format withered away on radio dials across the country during the late 1980s and early 1990s, WEZW tweaked the format in 1993 by adding adult contemporary music with vocals. WEZW made an even more abrupt change in March 1995 by changing its calls to WAMG and branding to Magic 103.7 with the slogan "Continuous Soft Favorites".
Unable to compete with WLTQ, they flipped to a Rhythmic Adult Contemporary format during Labor Day weekend in 1996, keeping the "Magic" branding, but changing the slogan to "Rhythm & Romance." The playlist featured rhythmic oldies, current R&B and Pop/Dance in addition to soft AC. Much of the airstaff was changed; however, some features including "Lovesongs" (with a different host) and "The Sunday Jazz Brunch" remained.
On June 19, 1998, WAMG flipped to the current Top 40/CHR format as "103.7 Kiss FM", and changed call letters to WXSS. The first song on "Kiss" was "Everybody" by Backstreet Boys. The flip brought the format back to the Milwaukee market for the first time since WLUM-FM dropped it for alternative in 1994. The station debuted with 10,000 songs in a row without commercials, as many CHR stations have done, and was promoted and followed by a $10,000 giveaway. The current Vice President of Operations, Brian Kelly, was in charge of the launch, which included imaging by Mitch Craig. The station was branded as The All New, All Hit 103.7 Kiss FM from the time it started until February 2003.
In February 2003, the station tweaked its playlist to Rhythmic CHR and branding to 103.7 Kiss FM, The New #1 Hit Music Station; by August 2003, the station switched back to mainstream CHR. However, by 2009, WXSS shifted again to a Rhythmic-leaning direction with a heavy emphasis on R&B/hip-hop, dance and pop hits, while playing only the most popular rock music.
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WXSS
WXSS (103.7 FM) is a commercial radio station licensed to Wauwatosa, Wisconsin United States, and serving Greater Milwaukee and Southeast Wisconsin. It broadcasts a contemporary hit radio format and is owned by Audacy, Inc. Its studios are on West Grange Avenue in Hales Corners.
WXSS is a Class B FM station, with an effective radiated power (ERP) of 18,000 watts. The transmitter is on North Humboldt Boulevard in the Milwaukee "tower farm" complex near Estabrook Park and the Milwaukee River in the northeastern part of the city. WXSS broadcasts using HD Radio technology. Its digital subchannels carry a simulcast of sister station WSSP on HD2, and "Channel Q", Audacy's LGBTQ and dance music service, on HD3. The HD2 subchannel feeds FM translator W289CB at 105.7 MHz.
The original call sign was WTOS, a reference to its city of license when it signed on in 1961 with a MOR format. WTOS later flipped to a country music format that also featured ethnic programming. In March 1969, new owners switched the station's format to progressive rock, going head-to-head with WZMF.
The limited signal at the time and inexperienced owners lost money with the station, and in 1971, WTOS was sold to Sudbrink Broadcasting, who increased the power and adopted a beautiful music format with the WEZW call sign. WEZW was a huge ratings success for the following two decades.
As the format withered away on radio dials across the country during the late 1980s and early 1990s, WEZW tweaked the format in 1993 by adding adult contemporary music with vocals. WEZW made an even more abrupt change in March 1995 by changing its calls to WAMG and branding to Magic 103.7 with the slogan "Continuous Soft Favorites".
Unable to compete with WLTQ, they flipped to a Rhythmic Adult Contemporary format during Labor Day weekend in 1996, keeping the "Magic" branding, but changing the slogan to "Rhythm & Romance." The playlist featured rhythmic oldies, current R&B and Pop/Dance in addition to soft AC. Much of the airstaff was changed; however, some features including "Lovesongs" (with a different host) and "The Sunday Jazz Brunch" remained.
On June 19, 1998, WAMG flipped to the current Top 40/CHR format as "103.7 Kiss FM", and changed call letters to WXSS. The first song on "Kiss" was "Everybody" by Backstreet Boys. The flip brought the format back to the Milwaukee market for the first time since WLUM-FM dropped it for alternative in 1994. The station debuted with 10,000 songs in a row without commercials, as many CHR stations have done, and was promoted and followed by a $10,000 giveaway. The current Vice President of Operations, Brian Kelly, was in charge of the launch, which included imaging by Mitch Craig. The station was branded as The All New, All Hit 103.7 Kiss FM from the time it started until February 2003.
In February 2003, the station tweaked its playlist to Rhythmic CHR and branding to 103.7 Kiss FM, The New #1 Hit Music Station; by August 2003, the station switched back to mainstream CHR. However, by 2009, WXSS shifted again to a Rhythmic-leaning direction with a heavy emphasis on R&B/hip-hop, dance and pop hits, while playing only the most popular rock music.