Sonoma County’s rotating call letter game brought KSXY to the 100.9 FM frequency in 2008. The station had gone on the air in 1996 as KRAZ, a country radio station launched by broadcast entrepreneur Fred Constant of Calistoga. Constant and his wife Mary operated Wine Country Radio as well as Diamond Mountain Vineyard.
This version of KSXY aired an adult Top 40 format, eventually shifting to rhythmic Top 40 music.
In 2017, KSXY shifted to alternative rock, re-branding itself as “Modern Alternative, The 101”, a nod to its frequency and the U.S. 101 freeway that runs through Sonoma County.
In June 2023, the format changed again to Spanish CHR “Latino 100.9”.
KSXY is part of the portfolio of Wine Country Radio, sold by Sinclair Communications for $3.3 million to B.C. Radio LLC. B.C. Radio is family-owned and controlled by Ravi Potharlanka and his family.
Potharlanka’s previous foray into broadcasting was as President/CFO of television group LocusPoint Networks from 2011 to 2019. LocusPoint acquired television signals for the purpose of divesting in the FCC’s digital television (DTV) spectrum auction or to other broadcasters looking to improve their signals.
