|City||Tijuana, Baja California|
|Broadcast area||Tijuana-San Diego|
|Branding||More FM 98.9|
|Slogan||Esto es More FM|
|First air date||September 8, 1977 (concession)|
|Format||Rock en Español Alternative Rock|
|HAAT||71 meters (233 ft)|
|Owner||Grupo Cadena |
(Radio Sensación de Tijuana, S.A.)
|Sister stations||XEBG-AM, XESPN-AM, XHBJ-TDT|
|Website||More FM 98.9|
XHMORE-FM (98.9 MHz) is a commercial FM radio station in Tijuana, Baja California. The station broadcasts with an effective radiated power (ERP) of 50,000 watts and serves the Tijuana-San Diego radio market. It airs a rock en español or Spanish-language rock radio format.
The station features a unique "border radio" format with rock music in English and Spanish.
XHQF-FM received its concession on September 8, 1977. It was owned by Jorge Méndez Alemán, who had sought a station since the late 1960s and was initially awarded 97.7 MHz. In March 1986, control passed to its current concessionaire.
For a number of years prior to 1993, XHQF had programmed a Top 40/CHR format with most of the music being in English and the presentation in Spanish. By 1994 it evolved into a Rock en Español format as "More FM," with the XHMORE-FM call sign. This first incarnation as a Rock station lasted until 2004, when it flipped to an English-language rhythmic contemporary sound as "Blazin' 98.9." Market competitors included 90.3 XHITZ-FM, licensed to Mexico and 93.3 KHTS-FM licensed to the United States. In 2009, the music stopped and the station adopted a sports radio format as the local ESPN Radio network affiliate. On September 1st, 2010, ESPN Radio was replaced by the Rock en Español format, in its second incarnation; ESPN Radio migrated to AM 1700 XEPE.
Effective March 31, 2018, Grupo Cadena signed a sales and marketing agreement with Flip Media, owned by Randal Phillips, to relaunch the station as well as sister XEWV-FM 106.7 in Mexicali as "TJ SD," with San Diego rock radio veteran Michael Halloran heading the programming department. One advantage of the operating arrangement with Flip, according to Phillips, is that the rental expenses for XHMORE would be lower than those of comparable Mexican stations operated from the United States.