KITS (105.3 FM, "Live 105") is a commercial radio station in San Francisco, California. Owned by Audacy, Inc., it broadcasts an alternative rock radio format known as "Live 105". The studios and offices are co-located with formerly co-owned KPIX-TV on Battery Street in the North Beach district of San Francisco.
KITS's transmitter is located on Radio Road, at San Bruno Mountain in Daly City. It has an effective radiated power (ERP) of 15,000 watts, from a tower at 366 meters (1,201 feet) in height above average terrain. KITS broadcasts in the HD Radio format; its HD2 subchannel formerly aired a gold-based modern rock format as Classic Live 105, inspired by its previous long-time tenure in the format as Live 105, while their HD3 subchannel formerly carried "Radio Zindagi", a South Asian radio service. These subchannels have since been turned off.
History
Early years
The station's original call sign was KBCO, beginning on December 28, 1959, when it signed on the air. It was owned by Bay Area Broadcasters, with Saul R. Levine as president.
In January 1964, Apollo Broadcasting acquired the station. On June 1, 1964 the call letters were changed to KBRG and became K-Bridge. KBRG carried a stereo classics format, Apollo operated a similar format on KLEF in Houston. In 1969, the station changed hands again, this time acquired by Entertainment Communications, Inc. KBRG carried a multi-ethnic programming format, with music and talk shows in German, Chinese, Italian, Filipino, Arabic, Armenian and Spanish. KBRG was later converted into a fulltime Spanish-language station. At the time, the Spanish-speaking community in San Francisco was growing, but only several AM stations were broadcasting in Spanish. KBRG would switch to Regional Mexican music (as "Caballero Spanish Radio"), the market's only full-power Spanish-language FM station at that time.
Hot hits
In February 1983, Entertainment Communications (later renamed Entercom, and the forerunner to Audacy) decided to go in a more mass-appeal direction. The station adopted radio consultant Mike Joseph's Hot Hits Top 40 music format, with the call letters switching to KITS. Seven air personalities were recruited during a nationwide search, coming from stations such as XETRA in San Diego-Tijuana, KBEQ-FM in Kansas City, WXGT in Columbus, Ohio, and WCAU-FM in Philadelphia. The transplanted disc jockeys underwent a "broadcasting bootcamp" for two weeks prior to launching the new Hot Hits format. Radio personality Doug Ritter (Doug Ritterling) was the first DJ on the air when the new format premiered at 9 a.m. on February 27, 1983.
The station was referred to as "Hot Hits KITS". The format featured a short playlist of only current hit songs, with heavy repetition, frequent jingles and fast-talking air personalities. The original weekday DJ lineup on "Hot Hits KITS" consisted of program director Jeff Hunter 6–9a.m., followed by Doug Ritter 9a.m.–Noon, Gary Robbins Noon–3p.m., Todd Parker 3–7p.m., Richard Sands 7–midnight, and Rick Neal (George Fryer) midnight–6am. Mark Van Gelder was the first Production Director under the "Hot Hits" format, Annette Parks (daughter of pioneer broadcaster and Miss America Pageant Host Bert Parks) was the station's news director, and Michele Meisner (formerly of San Francisco's Fantasy Studios) was music director.
When Hot Hits debuted, it was a ratings success. In 1983, San Francisco only had one Top 40 station, the legendary KFRC. The following year, KMEL flipped from album-oriented rock to CHR, giving KITS new FM competition. Due to losing their core listening audience to KITS and KMEL, KFRC would switch to adult standards in 1986. The KITS studios were a popular place with celebrities; visits were common from movie and TV stars such as Bette Midler, Tom Cruise, Pat Morita, George Takei, Anthony Perkins and others. The celebs didn't usually make it on the air, but they toured the studios in San Francisco's Merchandise Mart just to see what the industry buzz was all about.
Modern rock
1985–1997
Modern rock station KQAK "The Quake" changed formats in 1985, leaving San Francisco without a station specializing in the genre. Fans were eager for another station to pick up the format. During this time, KITS personality Steve Masters began experimenting with modern rock on his evening show and the reaction was quite positive.