Radio KSOF-FM (Soft Rock 98.9)

KSOF (98.9 FM "Soft Rock 98.9") is a radio station broadcasting a Soft AC format. Licensed to Dinuba, California, USA, the station serves the Fresno/Visalia/Tulare area. The station is currently owned by Clear Channel Communications.

The station went on the air in the 1970s as KLTA. On 1983-10-26 the station changed its call sign to KOJY. On 1990-02-12, the station changed its call sign to KJOI, on 1997-10-17 to the current KSOF.

In the 1970s through the early 1990s, the station had an easy listening format. In late 1990, the station switched to a soft adult contemporary format and used the "Lite" name. The station used the "Lite" name until October 1997, when it became "Soft Rock 98.9".

Recently, KSOF moved into a mainstream AC direction, dropping most pre-1970s songs, and playing some Hot AC content.