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94.5 BRAWLEY:
UNLIKELY HOME OF CLASSIC CALLS

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Compiled from Various Internet Sources

Tracking call letters can be an interesting experience, especially if they have been well-established in a major market. Take the calls K-W-S-T for example. After spending years at FM 105.9 in Los Angeles, under at least three formats, they were changed in mid-October 1982 and reappeared May 1, 1983 at 101.7 in the Carmel area. That station gave them up on September 22, 1987 for KXDC-FM -- but how quickly some choice call signs can get snapped up: a week later, on the 29th, a 50,000 watt FM station licensed to Brawley, CA obtained the KWST calls -- and kept them for over thirteen years.

"KWST" was actually the third set of calls that 94.5 had obtained during that month; it was KHYT for four days (Sept. 7-11), and KMMG for the next eighteen days. The station, with an antenna at 61 meters HAAT, had a Country format and was owned by Brawley Broadcasting Corporation, which also owned KMXX 99.3 and KAMP AM 1430.

On January 6, 1999, Univision acquired Brawley Broadcasting Corporation, getting all three stations for $2.5 million -- but they didn't switch the format just yet. KWST did a live broadcast from the Brawley Cattle Call's dance party in November 1999; Calico Ridge was the band that headlined.

On March 15, 2001, 94.5 changed its calls to KSEH. They switched over to the Spanish Superestrella format. Country music continues on AM 1430, which changed from KAMP to KWST that same day, keeping the classic calls in the Imperial Valley.

Yuma-El Centro market is #35 for Hispanic radio. Entravision still owned KMXX Tricolor 99.3, KSEH and KWST AM as of 2005. Juan Pablo Reyes, who has media experience on both sides of the border, was imaging director of the three stations (and two TV stations) from 2002 to 2003.

With its non-directional antenna at a HAAT of 92 meters, KSEH's coverage area extends from just south of Niland several miles into Mexico, possibly to Ocotillo on the west, and several miles east of Yuma.