WMTX is an adult contemporary 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
In 1947, the station signed on the air as WDAE-FM, a contemporary music station. 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. In 1986, the callsign changed to WUSA-FM, while still being named "W-101" before rebranding as simply "101 WUSA" in July 1994. 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. 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. in 1999, at Midnight, the station became "Mix 100.7" without any fanfare from Tampa listeners, and the callsign changed to WMTX. The station then played an Adult Contemporary format to compete with WDUV and WWRM. 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 ACtop 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. In 2019, for the first time in the history of MIX 100.7, it flipped to Christmas Music for the Holiday Season, a week before 105.5 WDUV or 88.1/91.5 WJIS/WCIE usually flip to Christmas Music which usually gives WDUV a huge audience share boost. In 2020 WMTX shifted to Adult Contemporary. The station had played Mainstream Adult Contemporary for a time after they flipped from Adult Top 40 as Kiss 100.7
Signal
WMTX transmits from a tower in Riverview, Florida, shared with six other FM radio stations, and nearly all of the TV stations serving Tampa Bay. The Mix 100.7 signal is powered at 100,000 watts at 1,549 ft height above average terrain. With a good radio, the station can be heard in the Orlando and Cape Coral areas.
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 and W290BJ 105.9. On September 24, 2014, WMTX-HD2 started simulcasting on W256CT 99.1. In the Fall of 2015, WMTX-HD2 began simulcasting on translator W275AZ 102.9. The "Thunder" branding and format was previously used on sister station WTBT 105.5/103.5 from 1995 to 2005. On June 3, 2016, WMTX-HD2 shifted their format to classic hits, still branded as "Thunder Tampa Bay". However, one month later, WMTX-HD2 returned to classic rock, still branded as "Thunder Tampa Bay". On December 13, 2016, WMTX-HD2 flipped to classic hip hop as "Throwback 94.5 & 105.9", complementing Urban Contemporary sister station WBTP. On January 11, 2019, the station announced that it would be changing its format the next Monday, and began directing listeners to WBTP. On January 14th, W233AV, W256CT and W290BJ began simulcasting news/talk-formatted WFLA.
