For nine decades, KFRO has been the soundtrack of East Texas.
The station first signed on in 1935, bringing Longview its very first radio signal. From the early days of big-band broadcasts to the classic hits you hear today, KFRO has been part of everyday life in East Texas.
In February 2025, KLTV News featured KFRO’s 90-year milestone — honoring the generations of local voices, engineers, and on-air personalities who kept “East Texas’ Greatest Hits” alive. The story looked back at KFRO’s deep community roots and its evolution from a small AM transmitter on 1370 kHz to the full-power FM signals on 99.7 FM and 94.1 FM that serve Longview, Tyler, and Jacksonville today.
Since first signing on the air in February 1935, KFRO has been “The Voice of Longview” and a trusted audio companion across East Texas.
Founded by J.R. Curtis under the call letters meaning “Keep Forever Rolling On,” the station originally broadcast from a modest long-time studio in downtown Longview before expanding into simulcasts on 94.1 FM and 99.7 FM.
Over the decades KFRO has adapted with the times evolving from its early days of regional programming to today’s “Greatest Hits” format featuring the 70s, 80s and 90s. In 2025 the station celebrated its 90-year milestone and reaffirmed its mission to keep East Texas connected through music, community, and local personality. https
Tune in on 99.7 FM, 94.1 FM and 1370 AM, or stream live and thanks for making KFRO part of your day.