Format
Initially, KVLY used to be a traditional Soft Adult Contemporary radio station, playing well-known hits dating back to the 1960s, even including a nightly "love songs" program. However, in recent years, KVLY began playing more contemporary hit radio (TOP40)
Then in 2008, KVLY cancelled "Love Songs" (which by then aired on Sunday-Thursday nights) in favor of more upbeat music and the new "Top 8 at 8:00". The station now uses the weeknights for the five-hour nationally syndicated Billy Bush radio show.
KVLY-FM was classified as a Hot Adult Contemporary radio station with a target audience of Adults 18-49.
On August 31, 2009 KVLY-FM moved the Billy Bush show to 10pm in favor of a new local love songs program titled "Heartbeats", airing from 7-10pm (Monday-Friday nights). The Billy Bush show returned to the 7pm-11pm hours in July 2010.
On August 2010 the station started playing more top hits, becoming more of a Mainstream Top 40 than a Modern AC. This is done in order to compete with rivals KBFM and XHAVO-FM. Mediabase & Nielsen BDS have since moved KVLY to the Contemporary Hit Radio panel by February 2011.
On April 2011 KVLY ushered in a new program branded as "The Hook-Up" which consisted of the only live music mixing week nights and during the weekends. This is done in order to compete with rival KBFM with their own pre-recorded mixshow in the evenings. The original programming for "The Hook-Up" began from the 10pm - Midnight slot weeknights and 6pm - Midnight on Saturday nights. The show was eventually added to the 5pm hour weekdays in order to counter other rival's shows at this time.
On September 19, 2011 saw an increase in listeners and "The Hook-Up" was moved to the prime time slot weeknights during the premiere of "Nani's Neighborhood" from 8pm - 10pm, while keeping all other original times of "The Hook-Up" as established, thus sparking a "mix war" with rival KBFM. Currently "The Hook-Up" is the only "live" mixshow in the McAllen-Brownsville-Harlingen market that allows listeners to instantly call in and request a song to be "mixed" in.
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