KVLC 101.1 FM was purchased by Bravo Mic Communications in January, 2005. It is a 100,000 watt FM station licensed in Hatch, New Mexico. The format is Oldies with a focus on 1964 - 1972. Great songs from the late Fifties from Elvis, Buddy Holly and Dion are an important part of the format as well and songs from the late seventies are sprinkled in for spice. In the last ratings period (Dona Ana County 2006) 101 Gold ranked number one of 27 rated stations in the county (persons 12 and over Monday-Sunday 6AM-12Midnight) but its reach is well beyond Dona Ana County alone, with penetration into much of Otero, Sierra and Luna Counties in New Mexico as well as El Paso County in Texas. Clients who advertise on 101 Gold reach a much wider audience of New Mexicans than its competition is capable of doing and their message reaches an affluent demographic of active adults 35 and over who have the largest smount of disposable income of any segment of the population. 101 Gold is active in the community, taking a major role annually in Coats For Kids, the annual coat drive for underprivileged children in Dona Ana County; Toys For Kids, an annual motorcycle parade to collect toys for needy families during the holidays; The Mesilla Valley Balloon Rally, which gives Las Crucens a chance to see hot air balloons up close and even win a ride on one; and the Hatch Chile Festival, which was more important in 2006 than ever since recent floods had left dozens of residents in our community of license without a home and a portion of the entry fee was donated to those in need. To Learn more about 101 Gold, its staff and promotions or to listen live, log onto 101Gold.com