In 1981, 100.9 FM signed on as KIXC FM, based in Quanah, Texas. In 2000, it was sold to KIXC FM, LLC, a limited liability company owned by two couples from the Houston area, the Johnson's and the Morton's. In 2007, the FCC approved a change to the city of license to Holliday and the call letters became KWFB-FM, an acronym for "Wichita Falls Bob." The format was changed from Oldies to Adult Hits "BOB FM - We Play Anything." For the first year, the programming for BOB FM originated from Waitt Radio Network in Omaha, Nebraska. In August 2007, the office and studio for BOB FM moved from Quanah to downtown Wichita Falls.
In August 2008, the Johnson's sold their 51% holdings to a newly-formed company, Falls Radio, LLC., owned by Dan Balla and David Stewart. Fred and KT Morton retained their 49% holdings. In December 2008, Waitt Radio Network discontinued the BOB format. The owners and management decided to do their own version of "BOB FM" in Wichita Falls. BOB FM quickly grew from last place to first place in the ratings.
In January 2012, the owners approached a local angel investment group, Texoma Angels, with an investment opportunity to help fund the growth of the company. On September 10, 2012, KIXC FM LLC closed on two transactions: the sale of 25% of the company to Texoma Angels and the purchase of 96.3 FM KXXN, licensed to Iowa Park. In 2012, we changed our company name to Falls Media, LLC., also referred to as Falls Media Group.
Falls Media is the only locally-owned radio company in Wichita Falls. Over the past decade, the other Wichita Falls radio stations have been sold by local operators to large corporations based in Georgia and Connecticut. Our company is run by radio people and everything is based in Wichita Falls.