95.3 FM in Reynosa has been on the air since 1988, but the station on that dial position has changed its entire identity four times without ever leaving the frequency. It now broadcasts as @FM, or Arroba FM, part of Grupo Radiorama's national contemporary hits brand.
Four Names on the Same Signal
XHRT-FM received its concession on November 28, 1988, and launched as a Spanish contemporary station called Estéreo Vida, according to a history of the station. It later rebranded as Xtrema, a pop format that stuck around for nearly two decades before Radiorama leased the Xtrema name to another operator in November 2022 and briefly ran the frequency as Power 95.3 with a Spanish urban format. Radiorama reclaimed the station in July 2023 and relaunched it under its own @FM contemporary hits brand, the identity it carries on Radio Shuffle today. Four formats in one frequency's lifetime is an unusually high turnover even by Mexican commercial radio standards.
Broadcasting Into a Genuinely Binational Market
Reynosa sits directly across the Rio Grande from McAllen and Hidalgo, Texas, connected by the Pharr International Bridge, and its radio market reflects that geography. Stations on both sides of the river, from XERT-AM to XHAAA-FM, effectively serve one combined audience rather than two separate national ones. @FM's contemporary hits format, mixing Spanish and English top 40 tracks, fits naturally into a market where listeners move between both languages and both countries as part of daily life rather than as a novelty.
A Youth-Focused Brand Built for Repetition
@FM's own slogan, "Arroba FM te conecta," or "Arroba FM connects you," points to a format designed around familiarity and reach rather than discovery. As a national Radiorama brand rather than a one-off local identity, the station leans on proven top 40 programming that already works across its other Mexican markets, giving Reynosa listeners the same contemporary hits rotation heard on @FM signals elsewhere in the country.
Tune In
For a frequency that has survived four rebrands and still keeps a binational border audience tuned in, @FM Reynosa is worth a spin on Radio Shuffle.