XHMORE-FM (98.9

MHz The hertz (symbol: Hz) is the unit of frequency in the International System of Units (SI), often described as being equivalent to one event (or cycle) per second. The hertz is an SI derived unit whose formal expression in terms of SI base u ...

) is a radio station in

Tijuana Tijuana is the most populous city of the Mexican state of Baja California, located on the northwestern Pacific Coast of Mexico. Tijuana is the municipal seat of the Tijuana Municipality, the hub of the Tijuana metropolitan area and the most popu ...

, Baja California, Mexico. It is operated by Esquina 32 and broadcasts a

Regional Mexican Regional Mexican music refers collectively to the regional subgenres of the country music of Mexico and its derivatives from the Southwestern United States. Each subgenre is representative of a certain region and its popularity also varies by ...

and

Latin music Latin music (Portuguese language, Portuguese and ) is a term used by the music industry as a catch-all category for various styles of music from Ibero-America, which encompasses Music of Latin America, Latin America, Music of Spain, Spain, Mu ...

format known as "Party Mix" to the

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region.

History

XHMORE started as XHQF-FM received its concession on September 8, 1977. It was owned by Jorge Méndez Alemán, who had sought a station since the late 1960s and was initially awarded 97.7 MHz. In March 1986, control passed to its current concessionaire. The station was originally known as "Stereo Cú-Cú". For a number of years prior to

1993 The United Nations General Assembly, General Assembly of the United Nations designated 1993 as: * International Year for the World's Indigenous People The year 1993 in the Kwajalein Atoll in the Marshall Islands had only 364 days, since its ...

, XHQF had programmed a Top 40/CHR format under the name "Radio Sensación" with most of the music being in English and the presentation in Spanish. By 1994, it evolved into a Rock en Español format as "More FM," with the XHMORE-FM

call sign In broadcasting and radio communications, a call sign (also known as a call name or call letters—and historically as a call signal—or abbreviated as a call) is a unique identifier for a transmitter station. A call sign can be formally as ...

. This first incarnation as a rock station lasted until 2004, when it flipped to an English-language

rhythmic contemporary Rhythmic contemporary, also known as Rhythmic Top 20, Rhythmic Top 30, Rhythmic Top 40, Rhythmic CHR or rhythmic crossover, is a primarily American music-radio format that includes a mix of EDM, upbeat rhythmic pop, hip-hop and upbeat R&B hit ...

format as "Blazin' 98.9", operated by US-based MEC Communications. Market competitors included XHITZ-FM 90.3 and KHTS-FM 93.3. On November 2, 2009, the music stopped, and the station adopted a

sports radio Sports radio (or sports talk radio) is a radio format devoted entirely to discussion and broadcasting of sport, sporting events. A widespread programming genre that has a narrow audience appeal, sports radio is characterized by an often-low comed ...

format as the local

ESPN Radio ESPN Radio, which is alternatively branded platform-agnostically as ESPN Audio, is an American sports radio network and extension of the ESPN television network. It was launched on January 1, 1992, under the banner "SportsRadio ESPN". The netw ...

affiliate, which had previously broadcast on XESPN-AM 800. On September 1, 2010, ESPN Radio was replaced by the return of the More FM format, in its second incarnation; ESPN Radio migrated to XEPE-AM 1700.

TJ/SD

Effective March 31, 2018, Grupo Cadena signed a sales and marketing agreement with Flip Media, owned by Randal Phillips, to relaunch the station as well as sister XEWV-FM in

Mexicali Mexicali (; ) is the capital city of the States of Mexico, Mexican state of Baja California. The city, which is the seat of the Mexicali Municipality, has a population of 689,775, according to the 2010 census, while the Calexico–Mexicali, Cale ...

as "TJ SD," with San Diego rock radio veteran Michael Halloran heading the programming department. One advantage of the operating arrangement with Flip, according to Phillips, was that the rental expenses for XHMORE would be lower than those of comparable Mexican stations operated from the United States. However, the flip to "TJ SD" never occurred. On May 22, 2022, Grupo Cadena ceased broadcast operations on its terrestrial stations, moving XHMORE's "Rock en Español" format to internet only. It did not begin coming back on the air until April 2023, after the Cadena stations were sold to a consortium related to Tijuana news website Esquina 32. Esquina 32 formally launched the station on May 1, 2023, originally planning to air a pop format known as Zoom FM before switching to Regional Mexican and later branding it as Adictiva Radio. E32RadioTijuana

References

{{coord missing, Baja California Radio stations in Tijuana Mass media in San Diego County, California Radio stations established in 1977