WRUM


WRUM is a commercial FM radio station in Orlando, Florida, known as "Rumba 100.3." It airs a Spanish-language radio format featuring Latin pop, Reggaeton and Tropical music, and is owned by iHeartMedia, Inc. The studios and offices are on Maitland Center Parkway in Maitland.
WRUM has an effective radiated power of 100,000 watts, the maximum for non-grandfathered 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.

History

The station signed on in 1950 as WKIS-FM. It originally simulcast AM 740 WKIS. The two stations were owned by Central Florida Broadcasting and were network affiliates of NBC.
In 1971, the simulcast ended. WKIS and WKIS-FM were sold to separate companies, with the FM station acquired by the Shamrock Development Company. The new management installed an progressive rock format, switching the call sign to WDYZ. 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 switched to all oldies as WSHE. San Antonio-based Clear Channel Communications acquired the station in 1997. Clear Channel was the forerunner to today's iHeartMedia. In 2004, the call letters were switched to WEBG.
In 2005, the station flipped to a Spanish-language tropical music sound, although over time, Latin pop and Reggaeton took over more of the playlist.

WRUM-HD2

On April 19, 2017, WRUM-HD2 launched a bilingual CHR format, branded as Boom 97 Uno. It was simulcast on FM translators W246BT 97.1 FM Clermont, about 20 miles west of Orlando, and W246CK 97.1 FM Kissimmee, a few miles south of Orlando.
However, due to a trademark claim by Radio One, the HD2 subchannel and FM translators were rebranded as Oi2 97 Uno on May 4, 2017. On February 8, 2018, WRUM-HD2 became Mega 97.1.