WCOW-FM
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| City | Sparta, Wisconsin |
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| Broadcast area | |
| Branding | Cow 97 Country |
| Slogan | #1 for Country and Fun |
| Frequency | 97.1 MHz |
| Format | Country music |
| Audience share | 14.8, #1 (Sp'05, R&R) |
| ERP | 100,000 watts |
| HAAT | 179 m (587 ft) |
| Class | C1 |
| Facility ID | 61682 |
| Transmitter coordinates | 43°58′6.00″N 90°51′35.00″W / 43.9683333°N 90.8597222°W |
| Callsign meaning | COW |
| Affiliations | CNN Radio, CMT Radio |
| Owner | Sparta-Tomah Broadcasting Co., Inc. |
| Sister stations | WFBZ, WKLJ |
| Website | cow97.com |
WCOW-FM (97.1 FM, "Cow 97") is a country music radio station licensed to Sparta, Wisconsin that serves Mid-western Wisconsin and the La Crosse and La Crescent communities on the nearby Mississippi River separating Minnesota and Wisconsin. WCOW-FM also simulcasted for many years on their sister station at 1290 AM when it too had the WCOW calls. The WCOW call sign has previously been used by other broadcasters, including a station that existed from 1951 to 1957 in Minneapolis-St. Paul before being renamed as WISK.
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Wikipedia