KVLY FM 107.9

A commercial FM radio station licensed to Edinburg, Texas, and serving the Rio Grande Valley. The station is owned by Entravision Communications and broadcasts an adult contemporary format, with a seasonal switch to Christmas music for part of December. It operates at an effective radiated power of 100,000 watts, the maximum permitted for most American FM stations, with its transmitter located on East Levee Road South approximately six miles south of Donna, Texas. Studios and offices are shared with sister stations on North Jackson Road in McAllen. The station signed on September 12, 1974, under the call letters KESI, originally carrying an automated beautiful music format supplied by Bonneville, consisting of soft instrumental cover versions of popular songs and Broadway and Hollywood show tunes. The original owner, Lloyd Hawkins, also operated KURV AM. Following a fire that destroyed the station's facility, ownership transferred to Henry B. Tippie, who rebuilt the operation. In 1979 the call sign changed to KVLY, referencing the Rio Grande Valley. As the beautiful music format declined nationally through the 1980s, the station shifted to soft adult contemporary, introducing vocals and playlist programming that included music from the 1960s onward. A signature nightly program called Love Songs featured dedication requests and ran for decades. The station later dropped the Love Songs program as ownership consolidated under larger broadcast groups, eventually coming under Entravision's portfolio.