Broadcast areaNorthern Central Coast
Frequency100.7 MHz
BrandingLa Preciosa 100.7 y 100.9
FormatAdult hits
First air date
October 22, 1965; 58 years ago (1965-10-22)
Former call signs
  • KRSA-FM (1964-1973)
  • KWYT (1973-1975)
  • KWYT-FM (1975-1984)
  • KTOM-FM (1984-2003)
Call sign meaning
Station brand, La Preciosa
Technical information[1]
Licensing authority
Facility ID8204
ERP1,400 watts
HAAT727 meters (2,385 ft)
Transmitter coordinates
36°32′5″N 121°37′14″W / 36.53472°N 121.62056°W / 36.53472; -121.62056
Public license information
WebcastListen Live

KPRC-FM (100.7 MHz) is a radio station broadcasting a Spanish adult hits format in Salinas, California, United States. The station is currently owned by iHeartMedia, Inc. Its studios are in Salinas, and the transmitter is on Mount Toro, 10 miles (16 km) south.


KRSA-FM began broadcasting on October 22, 1965, after a construction permit was issued in July 1964. It broadcast a mix of country music and local sports telecasts and was owned alongside KRSA (1570 AM).[2][3] The AM and FM stations were sold to the Mount Toro Broadcasting Corporation, owned by David Rodgers, in 1972.[4] On October 13, 1973, the station changed its call sign to KWYT.[5]

The Penmont Broadcasting Corporation acquired KWYT-FM in 1977. Community Pacific Broadcasting Corporation acquired it and Salinas AM station KTOM, plus an AM-FM combo in Modesto, in 1982.[6] The new owners switched the FM station from beautiful music back to country on March 1, 1984, and changed the call sign to KTOM-FM to match the AM outlet.[7]

On September 12, 2003, under iHeartMedia predecessor Clear Channel Communications, the company moved KTOM's country music programming to 92.7 MHz to make way for a new Spanish-language classic hits station known as La Preciosa on the 100.7 frequency.[8]


  1. ^ "Facility Technical Data for KPRC-FM". Licensing and Management System. Federal Communications Commission.
  2. ^ "Alisal Grid Game to Be Broadcast". The Californian. Salinas, California. October 22, 1965. p. 10. Retrieved January 27, 2024 – via
  3. ^ "New FM Radio Station". The Californian. Salinas, California. October 22, 1965. p. 17. Retrieved January 27, 2024 – via
  4. ^ "Station Sold". The Californian. Salinas, California. May 16, 1972. p. 10. Retrieved January 27, 2024 – via
  5. ^ "FCC History Cards for KPRC-FM". Federal Communications Commission.
  6. ^ "Changing Hands". Broadcasting. October 18, 1982. p. 57. ProQuest 962737959.
  7. ^ "Change planned at KWYT-FM". The Californian. Salinas, California. February 1, 1984. p. 14. Retrieved January 27, 2024 – via
  8. ^ Gaylord, Brian (September 12, 2003). "New Spanish station debuts". The Californian. Salinas, California. p. 1C. Retrieved January 27, 2024 – via