City Bee Cave, Texas First air date June 1985 (as KFFQ) | Branding 104.9 The Horn | |
Broadcast area Austin-Round Rock metropolitan area Frequency 104.9 MHz (also on HD Radio) Translator(s) 97.1 K246BD (Sunset Valley, relays HD2)
105.3 K287FG (Austin, relays HD4)
106.5 K293BF (Comanche Trail, relays HD3) | ||
KTXX-FM (104.9 FM, "The Horn") is an American radio station licensed to serve the community of Bee Cave, Texas. The station broadcasts a sports format to the Austin, Texas area, and is the flagship station of the Texas Longhorns. The Genuine Austin Radio outlet broadcasts at 104.9 MHz with an ERP of 3,200 watts. Its transmitter is located in Bee Cave, Texas, and the station has studios along Loop 360 in Southwest Austin.
History
The station was the original home to "Digital 104.9" with the callsign KXXS. In February 2007, that format and callsign moved to 92.5, to make room for rhythmic contemporary station KXBT as Beat 104.9. This was the third incarnation of "The Beat", as it originally launched on 104.3 in 1998 as KQBT, although it later adopted the KXBT calls on the same frequency after a six-month format hiatus there. The format moved from 104.3 due to a change in ownership when Entercom sold that frequency to Univision, only in the interim after CBS Radio (formerly Infinity Broadcasting) sold it to Entercom. The staff and lineup from "The Beat" was still intact, even though new owner Entercom indeed let them go and was hired by Border Media Partners (BMP).
On September 26, 2008, BMP announced that KXBT will flip to Spanish CHR. On September 29, 2008, KXBT became a simulcast of KXXS, allowing them to now cover the entire Austin metro with KXBT serving the western portion and KXXS covering the eastern part of the area. The simulcast was called "Digital 104.9 y 92.5". The "Digital" simulcast would be broken up in mid-2009, when 104.9 flipped to Regional Mexican. The Spanish CHR format was retained on 92.5. "The Beat" has since been resurrected by Clear Channel where it aired on KFMK and later KPEZ to date.
On November 2, 2009, the format changed to sports, and was branded as "104.9 The Horn". The brand is a tribute to the University of Texas at Austin sports team, the Texas Longhorns.
On January 2, 2014, the ESPN Radio brand was dropped and the station became a hybrid of sports talk and classic hits. Morning and afternoon drive, as well as the noon hour, remained local sports talk, while the other non-sporting event hours became classic hits. On May 5, 2014, more sports talk was added during the weekday and the station had sports talk from 6 AM-7 PM and classic hits the rest of the time, unless a sporting event or specialty program was being broadcast.
In February 2015, The Horn dropped the classic hits portion of its format and began airing sports full-time with NBC Sports Radio news updates and some NBC Sports Radio programming.
On June 16, 2015, The Horn announced they will be the new flagship station of the Texas Longhorns.
KTXX was also the call sign of an unlicensed AM radio station operating in Ontario, CA during the mid 1960(s) on 830 kHz.