Broadcast areaCentral Florida
Frequency100.3 MHz (HD Radio)
BrandingRumba 100.3
FormatLatin pop; reggaeton; tropical music
First air date
1950 (1950) (as WKIS-FM)
Former call signs
  • WKIS-FM (1950–1971)
  • WDIZ (1971–1996)
  • WSHE (1996–2004)
  • WEBG (2004–2005)
Call sign meaning
Technical information[1]
Licensing authority
Facility ID59976
ERP100,000 watts
HAAT484.0 meters (1,587.9 ft)
Transmitter coordinates
28°34′52″N 81°4′31.2″W / 28.58111°N 81.075333°W / 28.58111; -81.075333
Translator(s)HD2: 97.1 W246CK (Kissimmee)
Public license information

WRUM (100.3 FM) is a commercial radio station in Orlando, Florida, known as "Rumba 100.3". It airs a Spanish-language radio format featuring Latin pop, reggaeton and tropical music, and is owned by iHeartMedia.[2][3] The studios and offices are on Maitland Center Parkway in Maitland.[4]

WRUM has an effective radiated power (ERP) of 100,000 watts.[5] The transmitter is in Bithlo, off Fort Christmas Road (Route 420).[6]

WRUM broadcasts using the HD radio hybrid format.[7] The HD2 subchannel carries a bilingual CHR format, known as "Mega 97.1". The subchannel feeds an FM translator at 97.1 MHz. The HD3 subchannel carries a Sports talk format, simulcasting WRSO.


The station signed on in 1950 as WKIS-FM, originally simulcasting WKIS (now WYGM).[8] The two stations were owned by Central Florida Broadcasting and were network affiliates of NBC.

In 1971, the simulcast ended as WKIS and WKIS-FM were sold to separate companies, with the FM station acquired by the Shamrock Development Company.[9] The new management installed a progressive rock format, switching the call sign to WDIZ. Over time, the station's playlist focused on the top-selling albums and rock artists, as the station shifted to album-oriented rock.

In 1996, after stunting with sounds of a department store that included occasional talking, typewriter noises, and telephones ringing,[10] the station switched to all oldies as WSHE.[11]San Antonio-based Clear Channel Communications (now iHeartMedia) acquired the station in 1997. On February 28, 2004, after stunting with the last two minutes of "Hey Jude" by The Beatles in a loop for only a single weekend, the station's call letters were then switched to WEBG.[12]

In 2005, the station flipped to a Spanish-language tropical music format, although over time, Latin pop and Reggaeton would be mixed into the playlist.


On April 19, 2017, WRUM-HD2 launched a bilingual CHR format, branded as Boom 97 Uno. It was simulcast on FM translators at 97.1 FM: W246BT in Clermont (about 20 miles west of Orlando), and W246CK in Kissimmee (a few miles south of Orlando).[13] However, due to a trademark claim by Radio One (which uses the "Boom" brand for its classic hip hop stations), the HD2 subchannel and FM translators were rebranded as Oi2 97 Uno (pronounced "Oidos") on May 4, 2017. On February 8, 2018, WRUM-HD2 became Mega 97.1.[14]


Broadcast translator for WRUM-HD2
Call sign Frequency City of license FID ERP (W) HAAT Class Transmitter coordinates FCC info
W246CK 97.1 FM Kissimmee, Florida 146627 250 103 m (338 ft) D 28°22′2.1″N 81°23′12.1″W / 28.367250°N 81.386694°W / 28.367250; -81.386694 (W246CK) LMS


  1. ^ "Facility Technical Data for WRUM". Licensing and Management System. Federal Communications Commission.
  2. ^ "WRUM Facility Record". United States Federal Communications Commission, audio division.
  3. ^ "WRUM Station Information Profile". Arbitron.
  4. ^ "Rumba 100.3 Datos de Contacto: Teléfono, Domicilio, Anunciarse y Más". Rumba 100.3 (in Spanish).
  5. ^ "FM Query Results -- Audio Division (FCC) USA". transition.fcc.gov. Retrieved September 17, 2023.
  6. ^ "WRUM-FM 100.3 MHz - Orlando, FL". radio-locator.com.
  7. ^ "HD Radio Station Guide for Orlando". HD Radio. iBiquity.
  8. ^ Information from the Broadcasting Yearbook 1961-1962 page B-38
  9. ^ "Broadcasting Yearbook 1972 page B-45" (PDF).
  10. ^ "100.3 WDIZ to WSHE flip" (MP3). Retrieved September 17, 2023.
  11. ^ Jim Abbott of The Sentinel Staff (April 30, 1999). "WSHE IS A NEWLY COOL SPOT". OrlandoSentinel.com.
  12. ^ Jim Abbott of The Sentinel Staff (May 15, 1999). "SHOCK WAVES ROCK ORLANDO'S AIRWAVES". OrlandoSentinel.com.
  13. ^ Bilingual CHR "Boom 97 Uno" Debuts in Orlando Radio Insight - April 19, 2017
  14. ^ Oi2 Returns to iHeart as Mega 97.1 Radio Insight - February 8, 2018