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City Munford, Tennessee
Broadcast area Memphis metropolitan area
Branding 98-9 The Bridge
Slogan Connecting you to your favorite music
Frequency 98.9 MHz
First air date 1958 (as KTMO)
September, 2006 (as WKIM)
Format Adult Contemporary
ERP 100,000 watts horiz
98,100 watts vert
HAAT 187 meters
Class C1
Facility ID 33671
Callsign meaning KIM FM (former format)
Former callsigns KTMO (1958-2001)
WXMI (4/2001-5/2001)
WJZN (2001-2004)
WMPW (2004-2006)
Owner Cumulus Media
(Radio License Holding CBC, LLC)
Sister stations WGKX, WRBO, WXMX
Webcast Listen Live
Website 989thebridge.com

WKIM (98.9 FM, "98-9 The Bridge") is a radio station licensed to Munford, Tennessee and serving the Memphis area. It is owned by Cumulus Media. The station's studios are located at the Memphis Radio Group building in East Memphis, and the transmitter site is in Cordova, Tennessee.


The station was originally located in Kennett, Missouri, and used the call sign KTMO prior to its move-in in 2001. The station then would target Memphis with a Smooth Jazz format as Smooth Jazz 98.9 WJZN. In November 2004, the station changed to a Rhythmic Contemporary format as WMPW, "Power 99", putting it in direct competition with rivals Urban WHRK, fellow Rhythmic Contemporary Hit KXHT and Mainstream Top 40 rival WHBQ-FM.

Former logo used from September 15, 2006 through April 3, 2010

On September 15, 2006, at 2 p.m., WMPW flipped to a female-leaning adult hits format as 98.9 Kim FM under new call letters of WKIM. The first song on "Kim FM" was Like a Prayer by Madonna. After several books of substandard ratings and programming, the station abruptly flipped formats to hot AC about more than a year later. The change was still unsuccessful at the station, and on March 31, 2010, at 5 p.m., the format was flipped to 1990s hits as Gen X 98.9. The first song on "Gen X 98.9" was Losing My Religion by R.E.M.[1] As of September 26, 2010, the station has added some current hits, making it a 1990s/hot AC hybrid format reminiscent of The Pulse (Sirius XM) before the Sirius/XM Radio merger in 2009.

On April 25, 2011, the station flipped formats to news/talk, branded as "News/Talk 98.9".[2]

On February 27, 2015, at Noon, WKIM flipped to classic hip-hop, branded as "98.9 The Vibe." The first song on "The Vibe" was "Hip Hop Hooray" by Naughty by Nature. WKIM was one of two stations in the market airing the format; WIVG ("Bumpin' 96") was the other (they have since flipped back to alternative).[3]

On October 31, 2017, at Noon, WKIM began stunting with Christmas music as "Christmas 98.9". On December 26, at 6 a.m., WKIM flipped to Adult Contemporary as "98.9 The Bridge", taking a direct aim at Entercom's WRVR.[4]


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Coordinates: 35°09′18″N 89°49′19″W / 35.155°N 89.822°W / 35.155; -89.822