KMMX

KMMX (100.3 FM), known as "Hits 100", is a Hot Adult Contemporary formatted radio station licensed to Tahoka, Texas, and serving the greater Lubbock, Texas, area. its studios are located in south Lubbock on Avenue Q west of I-27, and its transmitter is located south of the city.

History

KMMX-FM originally signed on as "Hits 104.7" as a Soft AC. However, the station suffered from weak signal penetration into the Lubbock market. In the 1990s, a frequency swap with another market allowed KMMX to occupy the 100.3 frequency. By May 1997, the station became more of a CHR leaning Hot AC format with live air personalities, using the slogan "A 50/50 Mix Of The 80s & 90s." This was a response to the loss of KRLB 99.5 "The Music Station," which, as a result of the sale of Mainstream CHR Z102 to KRLB's parent company, changed formats from Hot Adult Contemporary to Classic Rock.

In 1998, KMMX-FM dropped the ".3" from their name to a simplified "Hits 100 - Your Music Fix". In 1999, the station again changed slogans to "The Best Mix Of The 80s, 90s, & Today".