97.9 Play FM (Ensenada)

97.9 Play FM (XHEBC-FM) is a radio station in Ensenada, Baja California, currently broadcasting a pop format. It is owned by Grupo Radiorama.

The station's history began as XEEBC-AM, which received its concession on November 11, 1994, though it had signed on in September. It broadcast on 730 kHz with 1,000 watts day and 250 watts night, and the concession was originally held by Radiorama subsidiary Radio Vinculación, S.A. Despite that origin, the station was bought by Grupo ACIR and carried national Radio ACIR programming, except between 1997 and 2000, when it was known as Azul 730. In 2003 it switched to contemporary music in Spanish as Inolvidable, and in 2007 it flipped to Regional Mexican as La Comadre.

Radiorama assumed operational control in 2009. The station was briefly rebranded La Picuda before becoming a franchise of the Ke Buena national format from Televisa Radio. XEEBC migrated to FM in 2011 as XHEBC-FM 97.9. The AM transmitter went off the air in 2016, the same year the station relaunched as Fiesta Mexicana.

On June 1, 2021, Radio Resultados gained control of XHEPF-FM 89.1 and moved the Fiesta Mexicana format to that frequency. Arroba FM, the company's pop format, then launched on XHEBC-FM. In May 2022, Radio Resultados ceased managing the station, which continued as a pop outlet under a new brand, Play FM.