HITS 97.3

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WFLC (97.3 FM), commercially branded as HITS 97.3, is a prominent rhythmic hot adult contemporary radio station licensed to Miami, Florida, and serving the entirety of South Florida. Owned and operated by Cox Media Group, the station operates with an impressive power output of 100,000 watts, making its broadcast reach extensive across the Miami-Fort Lauderdale market. The station features dynamic, high-energy mainstream pop, rhythmic hits, and dance-oriented contemporary music, establishing itself as a vital pulse for modern hit music in the region. With a rich historical lineage that traces back to its original launch on September 20, 1946, as WIOD-FM, WFLC holds the distinction of being Miami's oldest continuously operating FM radio station. Over the decades, the frequency has transitioned through multiple formats and call signs—including beautiful music, adult contemporary as '97 A1A', and album rock as '97 GTR'—before evolving into its modern rhythmic hit format. Its studios are currently located on North 29th Avenue in Hollywood, Florida, sharing corporate operations with its Cox Media Group sister stations in the market. Programming on HITS 97.3 is tailored to a youthful and energetic demographic, featuring popular local air personalities, interactive listener contests, and comprehensive entertainment news. In addition to its primary analog and digital HD broadcasts, the station utilizes its HD2 subchannel to broadcast '97.3 The Coast', which focuses on classic 1980s hits. Listeners can tune in via standard FM radio, HD receivers, online streaming platforms, and official mobile applications.

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