KSOF
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| City | Dinuba, California |
|---|---|
| Broadcast area | and |
| Branding | Soft Rock 98.9 |
| Slogan | Fresno's Soft Rock Station The Valley's Official Christmas Station (Nov.-Dec.) |
| Frequency | 98.9 MHz (also on HD Radio) |
| First air date | 1975 (as KLTA) |
| Format |
Soft AC Christmas music (Nov.-Dec.) Adult Contemporary on HD2 |
| Audience share | 6.8, #2 (Fa'07, R&R) |
| ERP | 19,000 watts |
| HAAT | 250 meters |
| Class | B |
| Facility ID | 54560 |
| Transmitter coordinates | 36°38′15.00″N 118°56′35.00″W / 36.6375000°N 118.9430556°W |
| Callsign meaning | SOFt Rock, hence the format |
| Former callsigns | KLTA (1975-1983) KOJY (1983-1990) KJOI (1990-1997) |
| Owner |
iHeartMedia, Inc. (Capstar TX LLC) |
| Sister stations |
KALZ, KBOS, KCBL, KRZR, KFSO, KHGE, KRDU, KFBT |
| Webcast | Listen Live |
| Website | softrock989.com |
KSOF (98.9 FM "Soft Rock 98.9") is a radio station broadcasting a Soft AC format. Licensed to Dinuba, California, United States, the station serves the Fresno/Visalia/Tulare area. The station is currently owned by iHeartMedia, Inc.. Owned by iHeartMedia, Inc., Its studios are located on Shaw Avenue in North Fresno, and the transmitter tower is atop Eshom Point.
The station went on the air in 1975 as KLTA. On October 26, 1983, the station changed its call sign to KOJY. On February 12, 1990, the station changed its call sign to KJOI on October 17, 1997, to the current KSOF.
In the mid-1970s through the early 1990s, the station had an easy listening format. In late 1990, the station switched to a soft adult contemporary format and was named "Lite FM". The station used the "Lite" name until October 1997, when it became "Soft Rock 98.9".
Recently, KSOF moved into a mainstream AC direction, dropping most pre-1970s songs, and playing some Hot AC content.
In October 2008 Former Portland, Oregon radio personality Teri Ann Schlesser stepped into the mid-day, music director, public service director role. Formerly with the Nelson & Terry Show on 105.1 The Buzz Teri Ann replaced Kristen Kelley who moved on to program another radio station.
On the morning of October 27, 2011 morning hosts "Brady and Rose" (Mike Brady, Rose Ortega) were replaced by Bronson and Christine.
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