XETRA-FM (91.1 FM) — branded 91X, and sometimes identified as XTRA-FM — is an English language, Mexican-owned (border blaster) Alternative Rock music station broadcasting from Tijuana, Baja California on 91.1 MHz. The studios are located in the Mira Mesa area of San Diego. The station is one of three outlets that are programmed by Local Media of America, who took over the operations of XETRA-FM from Broadcast Company of the Americas in 2010.
On November 20, 1968, Radiodifusora del Pacífico, S.A. de C.V., then-owner of XETRA-AM, received a concession for a new FM station with the same callsign, XETRA-FM on 91.3 MHz. By the time the station signed on in 1978, carrying an AOR format, it had moved to 91.1. 91X's broadcast studios were located at the 91X transmitter site on Mount San Antonio in Tijuana. Initially, programming was recorded at the San Diego Studios in the Harcourt, Brace, Jovanovich building downtown and driven to the transmitter site several times a day. That proved to be uncompetitive. . Disc jockeys then commuted from San Diego to Tijuana each shift. 91X was notorious for having DJs with no personality; they would simply announce the previous song, and the next song. On January 11, 1983, at 6 PM, 91X followed in the footsteps of KROQ-FM in Los Angeles and switched formats to "rock of the 80s" (modern rock). 91X played "Stairway to Heaven" (Led Zeppelin) as the final song of the AOR format. Immediately afterward, then-Executive Vice President and General Manager John Lynch made the announcement of the format change and disc jockey Todd Ralston went right into "Sex (I'm A...)" by Berlin. Former 91X on-air personality Jim LaMarca recounts the transition:
Well, my name it is a number it's on a piece of plastic film
And I've been growin' funny flowers outside on my little window sill
Don't you know I'm a 2,000 man
And my kids, they just don't understand me at all
You know, my wife still respects me even though I really misuse her
I am having an affair with the Random computer
Don't you know I'm a 2,000 man
And my kids, they just don't understand me at all
Oh daddy, proud of your planet, oh mommy, proud of your sun
Oh daddy, proud of your planet, oh mommy, proud of your sun
Oh daddy, your brain's still flashin' like they did when you were young
Or did they come down crashin' seeing all the thing's you'd done
Spacin' out havin' fun
Oh daddy, proud of your planet, oh mommy, proud of your sun
Oh daddy, proud of your planet, oh mommy, proud of your sun
Oh daddy, your brain's still flashin' like they did when you were young
Or did they come down crashin' seeing all the thing's you'd done
Spacin' out havin' fun
Don't you know I'm a 2,000 man
And my kids, they just don't understand me at all
Don't you know I'm a 2,000 man
And my kids, they just don't understand me at all
Understand me, understand me, understand me
Don't you know I'm a 2,000 man
And my kids, they just don't understand me at all
Don't you know I'm a 2,000 man
And my kids, they just don't understand me at all
I'm a 2,000 man, I'm a 2,000 man
I'm a 2,000 man, I'm a 2,000 man