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| Broadcast area | Central Florida |
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| Frequency | 100.3 MHz (HD Radio) |
| Branding | Rumba 100.3 |
| Programming | |
| Language(s) | Spanish |
| Format | Latin pop - Reggaeton - Tropical music |
| Subchannels |
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| Ownership | |
| Owner |
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| W283AN, WFLF, WJRR, WMGF, WRSO, WTKS-FM, WXXL, WYGM | |
| History | |
First air date | June 26, 1950; 74 years ago (1950-06-26) (as WORZ-FM) |
Former call signs |
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Call sign meaning | "Rumba" |
| Technical information[1] | |
Licensing authority | FCC |
| Facility ID | 59976 |
| Class | C |
| ERP | 100,000 watts |
| HAAT | 484.0 meters (1,587.9 ft) |
Transmitter coordinates | 28°34′52″N 81°4′31.2″W / 28.58111°N 81.075333°W / 28.58111; -81.075333 |
| Translator(s) | HD2: 97.1 W246CK (Kissimmee) |
| Links | |
Public license information |
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| Webcast | FM/HD1:
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| Website | FM/HD1:
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WRUM (100.3 FM) is a commercial radio stationinOrlando, Florida, known as "Rumba 100.3". It airs a Spanish-language radio format featuring Latin pop and reggaeton. It is owned by iHeartMedia, Inc.[2][3] The studios and offices are on Maitland Center Parkway in Maitland.[4]
WRUM has an effective radiated power (ERP) of 100,000 watts, the maximum for most FM stations.[5] The transmitter is in Bithlo, off Fort Christmas Road (Route 420).[6]
WRUM broadcasts using the HD radio hybrid format.[7] The HD2 subchannel carries a bilingual CHR format, known as "Mega 97.1". The subchannel feeds an FM translator at 97.1 MHz. The HD3 subchannel carries a Sports talk format, simulcasting WRSO 810 AM.
The station signed on the air on June 26, 1950. The call sign was WORZ-FM, originally simulcasting WORZ 740 AM (now WYGM).[8] The call sign changed in 1957 to WKIS-AM-FM. The two stations were owned by Central Florida Broadcasting and were network affiliatesofNBC. They carried NBC's schedule of dramas, comedies, news, sports, soap operas, game shows, and big-band broadcasts during the "Golden Age of Radio".
In 1971, the simulcast ended as WKIS and WKIS-FM were sold to separate companies, with the FM station acquired by the Shamrock Development Company.[9] The new management installed a progressive rock format, switching the call letters to WDIZ. 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 began stunting with sounds of a department store that included occasional talking, typewriter noises, and telephones ringing.[10] When the stunting had ended, it switched to all oldies as WSHE.[11]San Antonio-based Clear Channel Communications (now iHeartMedia) acquired the station in 1997. On February 28, 2004, after stunting with the last two minutes of "Hey Jude" by The Beatles on a loop for an entire weekend, the station's call letters were then switched to WEBG.[12]
In 2005, the station flipped to a Spanish-language tropical music format. Over time, Latin pop and Reggaeton were mixed into the playlist.
On April 19, 2017, WRUM's HD2 subchannel launched a bilingual CHR format, branded as Boom 97 Uno. It was simulcast on FM translators at 97.1 FM: W246BT in Clermont (about 20 miles west of Orlando), and W246CK in Kissimmee (a few miles south of Orlando).[13] However, due to a trademark claim by Radio One (which uses the "Boom" brand for its classic hip hop stations), the HD2 subchannel and FM translators were rebranded as Oi2 97 Uno (pronounced "Oidos") on May 4, 2017. On February 8, 2018, WRUM-HD2 became Mega 97.1.[14]
An HD3 subchannel simulcasts WRSO 810 AM. That station airs a sports radio format, with some programming from Fox Sports Radio.
| Call sign | Frequency | City of license | FID | ERP (W) | HAAT | Class | Transmitter coordinates | FCC info |
|---|---|---|---|---|---|---|---|---|
| W246CK | 97.1 FM | Kissimmee, Florida | 146627 | 250 | 103 m (338 ft) | D | 28°22′2.1″N 81°23′12.1″W / 28.367250°N 81.386694°W / 28.367250; -81.386694 (W246CK) | LMS |
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Spanish-language radio stations in the state of Florida
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