WKLI-FM (100.9 FM, "100.9 The Cat") is a commercial FM radio station, licensed to Albany, New York, and serving the Capital District, including Schenectady and Troy. The station is owned by Pamal Broadcasting and broadcasts a country music radio format. WKLI-FM has an effective radiated power (ERP) of 6,000 watts. Its transmitter is off Kings Road near the New York State Thruway in Guilderland near the boundary of Colonie and Schenectady, adjacent to the station's former radio studios. WKLI-FM now has its studios and offices in the Pamal Broadcasting facility on Johnson Road in Latham near Crossroads Plaza. History The 100.9 frequency signed on in 1972 as WWOM (Wonderful World of Music), an easy listening station going against up established beautiful music outlets 95.5 WROW-FM and 103.1 WHRL. Unable to make headway, the station quickly gave up easy listening and went through a variation of formats, including several variants of adult contemporary (mid-1970s and again starting in 1980), soft rock (1977–78), and then album-oriented rock. Briefly in late 1978/early 1979, it identified itself as "WWOM-Albany NY's Best Rock" in its legal ID, putting it into direct competition with 103.9 WQBK-FM. With the disco craze catching on, the station abruptly flipped to disco music early in the spring of 1979, and then to Soft AC in the summer of 1980. During this period, the station struggled in both ratings and revenue. In 1984, local businessman William Sellwood bought WWOM as a companion to WABY (then on 1400 AM). Two years later, Sellwood relaunched the station as "K-Lite 101" with the WKLI calls coming into use. With no FM competition for mainstream adult contemporary music, the station quickly became a success and spent several years in the Top 5 stations (12+) in the market with several Arbitron ratings books as the No. 1 in some demographics and time periods, a rarity for a lower powered signal in the Albany market. In 1990, Paul Bendat purchased the station. After WROW-FM flipped to WYJB in early 1994, WKLI's ratings underwent a decline as listeners flocked to the far stronger signal of WYJB for adult contemporary music. On January 12, 1996, WKBE joined WKLI in a simulcast of "K-Lite" (without the '101' brand); however, the format ended just over two months later when WKLI and WKBE flipped to a Top 40/CHR format as "K-100" at 3 p.m. on March 18. With the flip, the station