KHKX (99.1 FM), branded as "Kicks 99 Country", is a

radio station Radio broadcasting is the broadcasting of audio (sound), sometimes with related metadata, by radio waves to radio receivers belonging to a public audience. In terrestrial radio broadcasting the radio waves are broadcast by a land-based rad ...

that serves the Midland–Odessa metropolitan area with

country music Country (also called country and western) is a popular music, music genre originating in the southern regions of the United States, both the American South and American southwest, the Southwest. First produced in the 1920s, country music is p ...

and live high school football for Odessa High School and Permian High School. They are a former affiliate for the

Dallas Cowboys The Dallas Cowboys are a professional American football team based in the Dallas–Fort Worth metroplex. The Cowboys compete in the National Football League (NFL) as a member of the National Football Conference (NFC) NFC East, East division. T ...

and broadcast the #1 rated country morning show in the Midland-Odessa area with Mike and Dana. Its studios are located at the West Texas Radio Group Building on Midkiff Road in Midland, south of Midland Park Mall, and its transmitter is located in

Gardendale, Texas Gardendale is an unincorporated area and census-designated place (CDP) in Ector County, Texas, United States. The population was 2,020 at the 2020 census, up from 1,574 at the 2010 census. It is part of the Odessa, Texas, Metropolitan Stati ...

History

KHKX is fairly new to the Odessa-Midland area, having been established in 2001. In an effort to attract listeners to their network, they managed to sign Mike and Dana from rival Cumulus Station KGEE. When KCRS-FM came under new ownership in

Premiere Radio Networks Premiere Networks, Inc. (formerly Premiere Radio Networks, shortened as PRN) is an American Mass media, media company, a subsidiary of iHeartMedia, for which it currently serves as its main original Radio broadcasting, radio content distribut ...

in 1997, they announced they would discontinue broadcasting live high school football games on the FM frequency and instead focus all sports on KCRS (AM). After six months of searching, the Ector County Independent School District was able to announce KHKX had picked up the rights to broadcast high school football and would bring the team over from KCRS-FM that had broadcast football for 8 years. They also managed to acquire the Dallas Cowboys Radio Network from 2000–2006. The increased money from these new sponsors eventually allowed them to acquire KMCM from Music City Mall, allowing them to monopolize the live football broadcasts for the Odessa games, and 95X, which they re-branded as Bob FM and picked up the rights for Midland Christian High School football games.

References

External links

HKX Country radio stations in the United States Radio stations established in 1985 1985 establishments in Texas {{Texas-radio-station-stub