"Y101" sometime in 2002. As Y-101, they fired most of their air staff and began a new on-air campaign changing to a top 40 format and branding themselves as "Y101, #1 for All the Hits", hiring a whole new staff of DJs and starting a new morning show called the "Y101 Morning Zoo." On December 13, 2006, new owners Peak Broadcasting pulled the plug on KWYE's Top 40 format and flipped the station to adult contemporary, billing themselves as the place for "Today's Hits, Yesterday Favorites." The reason for this might have to do with Fresno/Hanford/Visalia radio market already being saturated with two other Top 40s, Rhythmic rivals KBOS and KSEQ. Although KWYE maintained good ratings in the market, it wasn't enough to overtake the Rhythmics, especially in a market with a large Hispanic population. Recently, KWYE has tweaked its format to include more current hits, dropping the hits from the 1970s from their playlist, and changing their slogan to "80's, 90's, Now." In mid-April 2009, KWYE segued into a Modern AC format. On August 30, 2013, a deal was announced in which Townsquare Media would purchase Peak Broadcasting, and then immediately swap Peak's Fresno stations, including KWYE, to Cumulus Media in exchange for Cumulus' stations in Dubuque, Iowa and Poughkeepsie, New York. The deal is part of Cumulus' acquisition of Dial Global; Peak, Townsquare, and Dial Global are all controlled by Oaktree Capital Management. The sale to Cumulus was completed on November 14, 2013. References External links KWYE website WYE Hot adult contemporary radio stations in the United States Radio stations established in 1969 1969 establishments in California Cumulus Media radio stations