KVLY (FM)  KVLY (107.9 FM) is a radio station broadcasting an adult contemporary format. Licensed to Edinburg, Texas, United States, the station serves the Rio Grande Valley area. The station is currently owned by Entravision. It shares a studio with its sister stations, while its transmitter is located near Scissors, Texas. KVLY signed on September 12, 1974, as KESI, owned by Lloyd Hawkins. He also owned KURV 710 AM, but after a fire destroyed the building both stations were housed in, Hawkins sold KESI, an "Easy Listening" format using an automation system and the Bonneville Beautiful Music format, to Henry B. Tippie. Tippie purchased the old Yazoo lawnmower sales and service building and renovated the building using the plans of chief engineer Mike Hales, who also designed the studios of KURV after the fire. Tippie then purchased radio station KRIO in McAllen and also KNCN, C101, in Corpus Christi. Initially, KVLY used to be a traditional Soft Adult Contemporary radio station, playing well-known hits dating back to the 1960s, even including a nightly "love songs" program. However, in recent years, KVLY began playing more contemporary hit radio (TOP40). Then in 2008, KVLY cancelled "Love Songs" (which by then aired on Sunday-Thursday nights) in favor of more upbeat music and the new "Top 8 at 8:00". KVLY-FM was classified as a Hot Adult Contemporary radio station with a target audience of Adults 18-49. On August 31, 2009 KVLY-FM moved the Billy Bush show to 10pm in favor of a new local love songs program titled "Heartbeats", airing from 7-10pm (Monday-Friday nights). The Billy Bush show returned to the 7pm-11pm hours in July 2010. In August 2010 the station started playing more top hits, becoming more of a Mainstream Top 40 than a Modern AC. This is done in order to compete with rivals KBFM and XHAVO-FM. Mediabase & Nielsen BDS have since moved KVLY to the Contemporary Hit Radio panel by February 2011. In April 2011 KVLY ushered in a new program branded as "The Nightly Hook-Up" which consisted of the only live music mixing week nights and during the weekends. This was done in order to compete with rival KBFM and their pre-recorded mixshow in the evenings.