KGMZ-FM

KBWF
	File:KMAX-FM.png
San Francisco, California;
Broadcast area	San Francisco Bay Area
Frequency	95.7 MHz
Branding	The Wolf
Programming
Format	Country
Ownership
Owner	Entercom Communications
History
First air date	1947
Technical information
Class	B
ERP	6,900 watts
Links
Website	www.957thewolf.com

KBWF is a commercial radio station located in San Francisco, California, broadcasting to the San Francisco Bay Area on 95.7 FM. KBWF airs a country music format branded as "The Wolf".

History

[target=_blank] During its tenure as KMAX, 95.7 was owned and operated by Bonneville International. It is now owned and operated by Entercom Communications, and broadcasts from studios at 3rd and Howard in San Francisco, with transmitter on Mount San Bruno. Entercom also owns San Francisco radio stations KOIT and KDFC. In January 2007, Bonneville announced that it would be swapping all three of its San Francisco FM stations, including KMAX, plus $1 million cash, to Entercom Communications for three of Entercom's radio stations in Seattle, Washington plus Entercom's entire radio cluster in Cincinnati, Ohio, subject to FCC regulatory approval. [1] Entercom officially took over via LMA on February 26, 2007.

Historically, the station was a long-time classical music station known as KKHI, running a commercial classical music format from 1962 to 1994. After Group W acquired the station, the frequency then became KPIX-FM, a sister station to CBS television affiliate KPIX. It aired a talk format with Dr. Laura Schlessinger, among other hosts. During this period, the station briefly attained an all-time ratings high by airing non-stop coverage of the O.J. Simpson trial. After a few years, Group W successor Infinity Broadcasting (now CBS Radio) sold the station to Bonneville. Not only did the callsign change to KZQZ, it underwent a series of format changes: First it was converted into Top 40-formatted "Z95.7" Today's HIT Music! Z95.7 (1997-2002), then into classic hits "957 The Drive" with call leters KKDV, and next into country-formatted "95.7 The Bear" (2003-2004) with call letters KZBR. On May 11, 2005, the format changed to Adult hits with the call letters changing to KMAX-FM on April 13, 2006. [2]

KMAX started with a full complement of announcers, but moved to a more-music, DJ-free approach in mid-April, 2006. The familiar voice of "Station 'owner' J J Maxwell" or “Max” was actor John O'Hurley, perhaps best known for his work on “Seinfeld” as catalog king J. Peterman. “It’s unexpected and a bit irreverent,” said Bonneville's Senior Regional Vice President and General Manager Chuck Tweedle. “And very much in the eclectic spirit of MAX 95.7 FM.” [3]

KMAX sent an e-mail ("All Good Things Must Come To An End") on Wednesday, February 28, 2007 to a fan subscriber list announcing that "Max FM" was ending and a new format would begin on Thursday, March 1, 2007 at 7:50am. The new format will be "fun, energetic, Bay Area focused and unlike any other station in the area." According to the San Jose Mercury News, the new format will be "The Wolf," a modern country music format.[4]

The music stopped at 12:45PM PST on February 28, 2007 (“Lady,” by Little River Band) and was replaced with a computer-voiced countdown indicating a new format would occur in "T minus 18 hours, 2 minutes, 42 seconds and counting..." and that occasionally made various pop-cultural references ("You can't handle the truth," "When is it Miller Time?") or directed listeners to call numbers such as 415-777-7100 (SF Chronicle Metro Desk) or 415-954-7926 (ABC-7 TV Station) for more information. As of 2:30PM PST on February 28, 2007, the KMAX website was replaced with the following announcement:

Today is both a sad and exciting day here at 95.7 MAX FM. On one hand, we, like you, are saddened to see Max go away. We had a good run in the Bay area [sic] and truly enjoyed interacting with you, our Max fans. But, as a wise philosopher once said, all good things must come to an end. And that leads me to the exciting news. We are preparing a brand new radio station that we believe you will like even more than Max. As a loyal Max fan you are among the first to hear about this station. While we can't tell you the name yet, this new station will be fun, energetic, Bay Area focused and unlike any other station in the area. We will debut this new radio station at 7:50 Thurasday [sic] morning.... and we sincerely hope you join us for the ride.

On March 1, 2007, Max FM became "95.7 The Wolf", a country music station and began playing 10,000 country songs in a row, commercial-free. The three minute launch promo of "95.7 The Wolf", and most of the initial imaging production was produced by Krash Creative Solutions, a company specializing in radio station imaging. The launch of "The Wolf" was also simulcast live from the main stage at the Country Radio Seminar in Nashville, TN and heard by hundreds of radio and record executives.

On March 19, 2007, KMAX-FM changed their call letters to KBWF. Approximately three weeks later, once the 10,000 commercial-free songs were completed, KBWF begun playing 15,000 songs commercial-free.

External links