KHKX (99.1 FM), branded as "Kicks 99 Country", is a

radio station Radio broadcasting is transmission of audio (sound), sometimes with related metadata, by radio waves to radio receivers belonging to a public audience. In terrestrial radio broadcasting the radio waves are broadcast by a land-based radio ...

that serves the

Midland–Odessa metropolitan area Midland–Odessa is a metropolitan area located in West Texas approximately half-way between El Paso, Texas, El Paso and Fort Worth, Texas. This combined statistical area (CSA) is made up of two metropolitan statistical areas (the Midland, Texas m ...

with

country music Country (also called country and western) is a genre of popular music that originated in the Southern and Southwestern United States in the early 1920s. It primarily derives from blues, church music such as Southern gospel and spirituals, ...

and live high school football for Odessa High School and

Permian High School Permian High School is a public high school located in Odessa, Texas and is one of three high schools in the Ector County Independent School District. It was the subject of the book '' Friday Night Lights'', which in turn inspired a movie and TV ...

. They are a former affiliate for the

Dallas Cowboys The Dallas Cowboys are a professional American football team based in the Dallas–Fort Worth metroplex. The Cowboys compete in the National Football League (NFL) as a member club of the league's National Football Conference (NFC) East divisi ...

and broadcast the #1 rated country morning show in the Midland-Odessa area with Mike and Dana. Its studios are located at the West Texas Radio Group Building on Midkiff Road in Midland, south of

Midland Park Mall Midland Park Mall is an enclosed shopping mall in Midland, Texas, United States. Opened in 1980, it is anchored by two Dillard's stores (the women's store was originally Sears), JCPenney, Dick's Sporting Goods (originally Dillard's Woman store) and ...

, and its transmitter is located in

Gardendale, Texas Gardendale is an unincorporated area and census-designated place (CDP) in Ector County, Texas, United States. The population was 1,574 at the 2010 census, up from 1,197 at the 2000 census. It is part of the Odessa, Texas, Metropolitan Statistica ...

History

KHKX is fairly new to the Odessa-Midland area, having been established in 2001. In an effort to attract listeners to their network, they managed to sign Mike and Dana from rival Cumulus Station

KGEE Panford Kofi Gad Manye, known by the mononym KGee, is a Ghanaian hiplife and hip-hop rapper. He started as the other half of the hiplife duo KgPM with The PM (also called The Prhyme Minister). They released their debut album titled ''Saa Na Wo ...

. When

KCRS-FM KCRS-FM (branded as 103.3 Kiss FM) is a radio station that serves the Midland–Odessa metropolitan area with Top 40 (CHR) music. The station is owned by ICA Broadcasting, a local company. They acquired the contract for $3 million in 2010 from G ...

came under new ownership in

Premiere Radio Networks Premiere Networks (formerly Premiere Radio Networks, shortened as PRN) is an American media company, a wholly owned subsidiary of iHeartMedia, for which it currently serves as its main original radio content distribution and production arm. It ...

in 1997, they announced they would discontinue broadcasting live high school football games on the FM frequency and instead focus all sports on

KCRS (AM) KCRS (550 AM broadcasting, AM), commonly called Newstalk 550 KCRS, is a radio station broadcasting a News Talk Information format. Licensed to Midland, Texas, United States, the station serves the Odessa-Midland area. The station is currently o ...

. After six months of searching, the Ector County Independent School District was able to announce KHKX had picked up the rights to broadcast high school football and would bring the team over from KCRS-FM that had broadcast football for 8 years. They also managed to acquire the Dallas Cowboys Radio Network from 2000–2006. The increased money from these new sponsors eventually allowed them to acquire KMCM from Music City Mall, allowing them to monopolize the live football broadcasts for the Odessa games, and 95X, which they re-branded as Bob FM and picked up the rights for Midland Christian High School football games.

References

External links

HKX Country radio stations in the United States Radio stations established in 1985 1985 establishments in Texas {{Texas-radio-station-stub