A familiar name has returned to the Bakersfield radio dial. Frequency Broadcasting has reintroduced the “Kelly 95.3” brand at KLLY-FM, marking a key step in its overhaul of the cluster it recently acquired from Connoisseur Media.
The move brings back one of the market’s most recognizable identities. The “Kelly 95.3” name first gained traction in the 1980s and built a loyal following across several format shifts. Over the years, the station moved from soft rock to Hot AC and later Top 40, all while maintaining strong brand recall tied to its call letters.
That changed in 2015 when the station dropped the “Kelly” identity. It continued to evolve with new formats, but without the branding that had defined it for decades.
Now, under local ownership, the company is restoring that legacy while aiming to modernize the product.
“We’re incredibly proud to bring Kelly back home,” said CEO Kait Hill. “This is a brand that already has deep roots in Bakersfield. Bringing it back is about honoring that history while building something that feels fresh, relevant, and locally connected.”
The relaunch reflects a broader strategy. Frequency Broadcasting has begun reshaping its Bakersfield portfolio with an emphasis on recognizable brands and local engagement. That lineup includes KNZR 97.7 FM & 1560 AM, The Groove 99.3 (KKBB-FM), Rewind 98.1 & 93.5 (KRWI-FM) and Outlaw Country 95.9 FM & 1140 AM (KVLI-AM/FM).
“Kelly has always meant something in this market,” said COO Danny Hill. “Reestablishing that identity gives us a strong foundation to grow from, while still evolving the sound and presentation to meet today’s listener expectations.”
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