KLQV or 102.9 FM Mas Variedad is a Spanish Adult Hits radio station. Their antenna is located on top of Mount Soledad in La Jolla. They are owned by Univision Radio License Corporation along with KLNV. Formerly, they were known as VIVA 102.9, but because XHOCL became Spanish oldies, KLQV decided to convert to Spanish oldies. KLQV's switch to Spanish oldies has paid off. Their Fall 2005 ratings, according to Arbitron, had an overall rating of 1.0. In early 2006, after the switch to Spanish oldies, the ratings soared to 3.4, making it the #1 rated Spanish language radio station in the San Diego radio market. In April 2014 KLQV switched to Spanish Adult Hits as 102.9 FM Mas Variedad.

History

Prior to becoming a Spanish broadcaster, the station went through many incarnations, including KEZL (beautiful music format from 1974-1984), KSDO-FM (Top 40 format as "KS103") from 1984-1987, KSWV (Smooth Jazz format as "The Wave") from 1987–1989, KCLX (classic rock format) from 1989–1994, KKBH (1970s format and Adult Contemporary as "The Beach", and Adult Contemporary as "Mix 102.9") and KJQY (whose Adult Contemporary programming moved to 94.1 "K JOY" in 1998).