98.5 WTFM

What 98.5 WTFM does

98.5 WTFM is a regional Adult Contemporary radio station licensed to Holston Valley Broadcasting Corporation, broadcasting at 98.5 MHz with 100,000 watts of power from Kingsport, Tennessee. The station's 100,000-watt signal covers the Tri-Cities metro area (Johnson City, Kingsport, and Bristol spanning Tennessee and Virginia) and extends into up to four states, serving an audience skewing 60% female, 64% aged 25-54, 85% homeowners, and 42% with household income above $50,000. Its programming combines local morning shows (Mark & Amy), midday (Elva Marie), afternoon (Steve Mann), the nationally syndicated Delilah evening show (8M+ weekly listeners across ~160 stations), and weekend personalities, supplemented by community events, charity radiothons, and cash-prize contests.

The station's technology footprint centers on the FM broadcast plus multi-platform digital distribution: live audio streaming via SecureNet Systems, dedicated iOS and Android mobile applications, an Amazon Alexa voice skill (launched 2021), and TuneIn integration. The website is built and maintained by Vipology. The product portfolio extends beyond the broadcast itself to include the Loyal Listeners Club (a free membership/newsletter program) and several contest platforms including Cash on the Clock, Hi/Lo Cash, and the Food City Contest Line (423-245-9898). The station is FCC compliant, maintains a public inspection file, and operates under Holston Valley Broadcasting Corporation's EEO compliance framework.

WTFM's business model is advertising-driven and sales-led, executed through Sales Manager Tiffany Hickman, with no publicly disclosed rate card. Revenue is generated through two primary streams: (1) local and regional radio advertising targeting Tri-Cities working professionals with documented buying power, and (2) sponsorships across station features, events, contests, and content — including named partners such as Food City (contest line sponsor), Stanley Steemer (official streaming sponsor), Bachman Bernard Chevrolet GMC Cadillac (multi-event sponsor), Vanderpool Roofing, Blackbird Bakery, and Hard Rock Bristol Casino. The station also participates in the IBA-administered national Cash on the Clock contest (~160 stations nationally). The owner, Holston Valley Broadcasting Corporation, operates sister stations WRZK 95.9 The Hog and WVEK Classic Hits out of the same 222 Commerce Street, Kingsport headquarters, forming a multi-station regional cluster.

Name

98.5 WTFM

Legal name

Holston Valley Broadcasting Corporation

Website

https://wtfm.com

Company type

Private

Founded year

1940

Operating status

Operating

Headcount range

101–250 employees

Short description

98.5 WTFM is a privately held Adult Contemporary radio station licensed to Holston Valley Broadcasting Corporation, broadcasting at 100,000 watts from Kingsport, Tennessee to serve the Tri-Cities (Johnson City/Kingsport/Bristol) market across Tennessee and Virginia, monetizing through local advertising and sponsorships.

Ownership category

akta.pro rank

Product category

Local Radio Broadcasting

NAICS

Radio Broadcasting Stations (51611), Radio Broadcasting Stations (516110)

SIC

Radio Broadcasting Stations (4832)

akta.pro primary industry

Commercial Terrestrial Radio Broadcasting (AM/FM) (MPAIAEAA)

akta.pro secondary industries

Internet Radio & Streaming Broadcast Stations (Simulcast/Online-only) (MPAIAEAE), Radio Streaming & Catch-Up Audio Platforms (MPAIADAJ)

Keywords

• FM radio broadcasting
• Radio advertising sales
• Adult contemporary format
• Live audio streaming
• Regional radio station

Headquarters

HQ city

Kingsport

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Technology or R&D, Infrastructure, Others

Revenue model

1. Radio Advertising: Local businesses advertise on the station to reach the Tri-Cities metro audience. The station provides demographic data (60% female, 64% aged 25-54, 85% homeowners, 42% income over $50K) to attract advertisers seeking working professionals with buying power.
2. Sponsorship: Local businesses sponsor various station features, events, and content. Known sponsors include Stanley Steemer (official streaming sponsor), Food City (contest line sponsor), Bachman Bernard Chevrolet GMC Cadillac (multiple event sponsorships), Vanderpool Roofing (roof giveaway), Blackbird Bakery (birthday club), and others.

Go-to-market motion1 record

Distribution channels5 records

Marketing channels8 records

Core offering

98.5 WTFM is a regional Adult Contemporary radio station broadcasting at 98.5 MHz with 100,000 watts of power across the Tri-Cities metropolitan area of Northeast Tennessee and Southwest Virginia (Johnson City, Kingsport, Bristol). The station delivers an AC music format, local news and weather, syndicated talent including Delilah, and a suite of contest and community-event programming to attract a working-professional audience. It monetizes this audience by selling on-air advertising, named sponsorships, and event sponsorships to local and regional businesses through a sales-led go-to-market motion, while distributing content additionally via web streaming, iOS/Android apps, Amazon Alexa, and TuneIn.

Product overview

98.5 WTFM is a regional radio station broadcasting at 100,000 watts on 98.5 FM frequency, serving the Tri-Cities area of Northeast Tennessee and Southwest Virginia. The station operates an Adult Contemporary (AC) music format with programming including local news, weather, community features, and entertainment content. The digital product portfolio includes the core radio broadcast, web-based live streaming, native mobile applications (iOS/Android), and an Amazon Alexa voice skill for hands-free listening. Audience engagement features a loyalty club program and various contest platforms including Cash on the Clock and Hi/Lo Cash giveaways. The station is owned and operated by Holston Valley Broadcasting Corporation.

Differentiator

Problem solved

Functional benefit

Named customers6 records

Segments4 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration6 records

Feature4 records

Partnerships

Nine partnerships are on record, tiered core and minor.

• IBA (Indiana Broadcasters Association)coreStrategic or Co-development Partner · 6 April 2026IBA administers the national Spring 2026 Cash Contest 'Cash on the Clock' in which WTFM participates. The contest awards $1,000 daily prizes to winners across approximately 160+ participating stations. IBA coordinates contest administration, winner selection, and prize distribution nationally.
• Isaiah House (Isaiah 117 House)minorStrategic or Co-development Partner · 19 December 2025Nonprofit partner for annual Toy Drive radiothon. Station personnel (Mark and Amy) broadcast live for 36 hours from Paramount Bristol to collect new toys for children in Isaiah House care. 100% of donations stay in the Tri-Cities community.
• Food CitycoreGTM or Marketing PartnerFood City serves as contest line sponsor with dedicated phone number (423-245-9898) for station contests. The partnership includes 'Dinner & A Movie' contest featuring Food City $50 gift cards and other promotional activities. Food City is a regional grocery chain integral to station contest operations.
• Stanley Steemer of KingsportcoreGTM or Marketing PartnerStanley Steemer is the official streaming sponsor of 98.5 WTFM. Their branding appears on station streaming content and website. The sponsorship promotes their professional cleaning services (carpets, tile, upholstery) to the station's listener base.
• Bachman Bernard Chevrolet GMC CadillaccoreGTM or Marketing PartnerAutomotive dealer sponsors multiple station events and contests including Cash on the Clock (national $1,000 giveaways), Summer Splash party at Wetlands Water Park, and Nurses Night Out. Located in Greeneville, the dealer provides prizes and promotional support for station engagement initiatives.
• Vanderpool RoofingminorGTM or Marketing PartnerVanderpool Roofing partnered with Holston Valley Broadcasting for the Christmas 'On The House' Roof Giveaway, providing a new asphalt Atlas Pinnacle Pristine Shingle roof (up to 2,000 sq ft) as the grand prize. Located in Kingsport, TN.
• Blackbird BakeryminorGTM or Marketing PartnerBlackbird Bakery in Bristol sponsors the Loyal Listener Birthday Club by providing free birthday cakes. Winners selected from the Loyal Listener Club can pick up a free birthday cake of their choice.
• Hard Rock Bristol CasinominorGTM or Marketing PartnerHard Rock Bristol Casino advertises on the station website. Located in Bristol, VA, the casino represents a local hospitality/gaming partner.
• Holston Valley Broadcasting Co.coreOthersParent company and license holder for WTFM. Holston Valley Broadcasting operates multiple radio stations in the Tri-Cities region including sister stations WRZK 95.9 The Hog and WVEK Classic Hits. Corporate office at 222 Commerce Street, Kingsport, TN 37660.

Scale indicators4 records

Recent moves2 records

Expansion highlights4 records

Broad incumbents

• iHeartMedia: The largest U.S. radio broadcaster and the operator of iHeartRadio, providing national-scale competition in ad buying and digital audio distribution that affects pricing across the entire radio advertising market.
• Salem Communications: Diversified radio operator with large and mid-market stations across formats including news/talk; a comparable for the broadcasting-platform economics that drive WTFM's ad sales model.
• Cox Media Group: Operates radio and television stations across multiple U.S. markets and provides scale competition for regional advertisers evaluating radio as part of broader media plans.
• Audacy (formerly Entercom): Major U.S. radio operator with a national footprint and significant digital streaming presence via the Audacy app, competing for both audience attention and local/regional advertiser spend.

Direct peers

• Beasley Broadcast Group: Operates radio stations concentrated in mid-size U.S. markets with a similar mix of local on-air talent, syndicated programming, and digital extensions — a useful comparable for cluster-level economics.
• Hubbard Broadcasting: Privately held broadcaster operating radio and TV stations across multiple U.S. markets, a useful comparable for a privately owned, multi-station regional broadcaster.
• Cumulus Media: One of the largest U.S. radio operators, owning and operating hundreds of FM/AM stations across mid- and large-market geographies with a similar advertising-led revenue model and syndicated talent partnerships.
• Emmis Communications: Mid-size radio operator with a portfolio of local FM/AM stations and a focus on local content and community engagement, structurally similar to a regional operator like Holston Valley Broadcasting.
• Townsquare Media: Operates a large portfolio of local radio stations across small and mid-size U.S. markets with an emphasis on local content, local sales, and multi-platform digital distribution — directly comparable to WTFM's mid-market, cluster-based operating model.
• Bonneville International: Family-owned regional radio operator focused on local content and community service, closely resembling Holston Valley Broadcasting's locally controlled cluster approach.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/98.5WTFM
• Instagraminstagram.com/985wtfm
• Xx.com/985wtfm

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about 98.5 WTFM