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CityTampa, Florida
Broadcast areaTampa Bay Area
BrandingMix 100.7
SloganBest Variety of the 80’s, 90’s and Today
Frequency100.7 MHz (also on HD Radio)
First air dateNovember 1947 (as WDAE-FM)
FormatHot Adult Contemporary
HD2: Classic hip hop "Throwback Tampa Bay"
HD3: Soft AC "The Breeze"
ERP96,000 watts
100,000 watts with beam tilt
HAAT472 meters (1,549 ft)
Facility ID23078
Callsign meaningTampa Bay's MiX 100.7 (transposed)
Former callsignsWDAE-FM (1947-1966,
WATL-FM (1966-1968)
WAVV (1976-1978)
WJYW (1978-1982)
WIQI (1982-1986)
WUSA-FM (1986-1996)
WUKS (1996-1998)
WAKS (1998-1999)
(Citicasters Licenses, Inc.)
WebcastListen Live

WMTX is a Hot AC radio station in Tampa, Florida known as "Mix 100.7". It plays a variety of current hits along with some hit music from the past, as far back as the 1980s. Owned by iHeartMedia, the station's studios are located in South Tampa and the transmitter site is in Riverview. WMTX also serves as the primary Emergency Alert System station for all of Tampa Bay.

Station history[edit]

In 1947, the station signed on the air as WDAE-FM, a contemporary music station (though it would carry the WATL call letters for a two-year period). In 1976, the station flipped to beautiful music and the callsign changed to WAVV. During the WAVV years, the station's tagline was "Waves of Beautiful Music". In 1978, the callsign changed to WJYW. In 1982, the station flipped from beautiful music to adult contemporary and the callsign changed to WIQI ("W-101"). In 1986, the callsign changed to WUSA-FM (named after Washington D.C. TV station WUSA-TV), while still being named "W-101" before rebranding as simply "101 WUSA" in July 1994.[1][2] In December 1996, after Gannett traded the station to Jacor, the station flipped to Adult pop and rebranded as "Kiss 100.7", with the call letters changing to WUKS.[3] In 1998, the call letters were changed to WAKS. During the "Kiss" era, the station was the home of the popular, locally syndicated Mason Dixon Morning Show. On August 28, 1999, at Midnight, the station became "Mix 100.7" without any fanfare from Tampa listeners, and the callsign changed to WMTX (which was first used on 95.7 as "Mix 96"). Community outrage was highly noted in local newspapers and on other radio stations. Under the MIX branding the station went to a mainstream Adult Contemporary direction. The station carried Casey's Hot AC top 20 and Backtrax USA. Then Mix became more towards the Adult top 40 of Kiss 100.7. In the process, Mix discarded all specialty programs. The station remained current based before moving back towards an adult contemporary direction. [4]


Former logo of WMTX-HD2

In early 2007, WMTX launched an HD2 subcarrier with a Soft AC format. On December 17, 2007, WMTX's HD-2 dropped the Soft AC format to introduce an LGBT-oriented HD radio station called Pride Radio. It played Dance and Rhythmic Hits.

On January 28, 2013, WMTX-HD2 changed their format to classic rock, branded as "Thunder Tampa Bay", and began to be relayed on FM translators W233AV 94.5 (Gulfport) and W290BJ 105.9 (West Tampa).[5] On September 24, 2014, WMTX-HD2 started simulcasting on W256CT 99.1 (Bayonet Point). In the Fall of 2015, WMTX-HD2 began simulcasting on translator W275AZ 102.9 (Wesley Chapel South). The "Thunder" branding and format was previously used on sister station WTBT 105.5/103.5 (now WFUS) from 1995 to 2005.

On June 3, 2016, WMTX-HD2 shifted their format to classic hits, still branded as "Thunder Tampa Bay".[6] However, one month later, WMTX-HD2 returned to classic rock, still branded as "Thunder Tampa Bay".[7]

On December 13, 2016, WMTX-HD2 flipped to classic hip hop as "Throwback 94.5 & 105.9", complimenting Urban Contemporary sister station WBTP.[8]

On January 11, 2019, the station announced that it would be changing its format the next Monday, and began directing listeners to WBTP.[9] On January 14th, W233AV, W256CT and W290BJ began simulcasting news/talk-formatted WFLA (the classic hip hop format continues on WMTX's HD2 sub-channel).


  1. ^ http://www.americanradiohistory.com/Archive-RandR/1990s/1994/RR-1994-07-01.pdf
  2. ^ "See ya, W-101, your number's up - sort of", St. Petersburg Times (July 1, 1994) - dead link
  3. ^ http://www.americanradiohistory.com/Archive-RandR/1990s/1996/R&R-1996-12-13.pdf
  4. ^ http://www.americanradiohistory.com/Archive-RandR/1990s/1999/RR-1999-09-03.pdf
  5. ^ Thunder Returns to Tampa Bay Radioinsight - January 28, 2013
  6. ^ Thunder Tampa Bay Shifts to Classic Hits Radioinsight - June 3, 2016
  7. ^ Thunder Tampa Bay Returns to Classic Rock Radioinsight - July 8, 2016
  8. ^ "iHeart Throws Back In Tampa". RadioInsight. 2016-12-14. Retrieved 2019-01-11.
  9. ^ "Throwback Tampa Bay Preparing New Format". RadioInsight. 2019-01-11. Retrieved 2019-01-11.

Previous logos[edit]

WMTX logo.png

External links[edit]

Coordinates: 27°49′12″N 82°15′40″W / 27.820°N 82.261°W / 27.820; -82.261