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For the Ettrick, Virginia radio station that held the call sign WLFV at 93.1 from 2006 to 2014, see WWLB.
989 Wolf logo 2014.png
City of license WLFV: Midlothian, Virginia
WARV: Petersburg, Virginia
Broadcast area Metro Richmond
Branding 98.9 & 100.3 The Wolf
Slogan Richmond's NEW Hit Country
Frequency WLFV: 98.9 MHz
WARV: 100.3 MHz
First air date WLFV: 1971
WARV 1992
Format Country
ERP WLFV: 4,800 Watts
WARV: 4,500 Watts
HAAT WLFV: 227.4 Meters
WARV: 116 Meters
Class WLFV: B1
Facility ID WLFV: 54872
WARV: 21826
Transmitter coordinates WLFV: 37°36′52.0″N 77°30′56.0″W / 37.614444°N 77.515556°W / 37.614444; -77.515556
WARV: 37°10′27.0″N 77°24′1.0″W / 37.174167°N 77.400278°W / 37.174167; -77.400278
Callsign meaning WLFV: WoLF Virginia
WARV: WA RiVer (former branding)
Former callsigns WLFV: WJMA-FM (?-1984)
WVJZ (1984-1990)
WJAM-FM (1990-2004)
WCUL (2004-2005)
WWLB (2005-2014)
Affiliations ABC Radio
Owner Alpha Media
(Alpha Media Licensee LLC)
Sister stations WBBT-FM, WWLB
Webcast WLFV/WARV Webstream
Website WLFV/WARV Online

WLFV (98.9 FM) and WARV-FM (100.3 FM) are country music formatted broadcast radio stations licensed to Midlothian, Virginia and Petersburg, Virginia, respectively, serving Metro Richmond. WLFV and WARV are owned and operated by Alpha Media.


98.9 FM[edit]

The station had been automated with no live personalities until January 2007, when well known former WRXL Morning Host Jeff Beck (known for his longtime partnership with Jeff McKee as "Jeff & Jeff") became the station's first live on-air personality, in Morning Drive. Beck left the station in December 2009, and was replaced by Sharon Matthews. According to VARTV.com, as of November 4, 2010, Matthews was no longer on the air. Jen Towner, best known in the market for doing mornings at B103.7, hosted morning drive from early 2011 until early 2013.

Kay Thomas hosted middays until October 2014, with the station running jockless at all other times.

The station started in Orange, Virginia in 1971 on 96.7 FM as WJMA-FM. The station moved to 98.9 FM in 2001, and was moved to Richmond in 2004 by MainQuad Broadcasting. MainQuad sold the station to Main Line Broadcasting in 2005, who sold it to Alpha Media in 2014.

On October 20, 2014, WWLB changed their format to country, branded as "98.9 The Wolf" and began simulcasting on WARV 100.3 FM Petersburg, Virginia.[1] On October 21, 2014, WWLB changed their call letters to WLFV to go with the "Wolf" branding.

100.3 FM[edit]

In the early 1990s, 100.3 operated as WSVV (Savvy 100.3), programming an "urban adult contemporary" format from its studios in a storefront on Crater Road in the southern half of Petersburg. Its broadcast signal favored a listener base in Petersburg; coverage was marginal to points north of Richmond.

A few years later it was sold to Radio 100 Inc and changed to WSOJ (South of The James) and continued their Urban Adult format and moved their studios to Wilkerson Rd in Henrico County Virginia. The station later adopted an all rap & hip hop format after the Urban Adult format was moved to the co-owned 104.7 frequency. In the late 90s under owners Radio One the station simulcasted country station WJRV (The River) under new calls WARV.

In 2001, both WARV and sister station WDYL were sold to Cox, who spun off WARV to Charles Giddens (as Honolulu Broadcasting) to comply with FCC regulations limit station ownership, who let Cox operate it under an LMA, where it became automated as "Cat Country". The station for a while ran bartered Spanish programming on the weekends but cancelled it after a complaint from a listener about an offensive comment made by a Spanish talk show host.

After Giddens' passing, his estate sold the station to Mainquad, who flipped it briefly to ESPN, and briefly aired "Big Al" Coleman's local Sportsphone show (now heard on WXGI), but they abandoned the format in January 2004 to simulcast 107.3/WBBT. WARV broke off the simulcast one night a week to run "Joe & Ruth Kelly's Let's Talk Racing", the only holdover from the former 100.3 all sports format, on Wednesday nights from 6p to 8p. The show moved to sister station WWLB after WARV's simulcast switch, and is expected to leave the station after the 2014 NASCAR season.

On October 20, 2014, WARV-FM switched from simulcasting 107.3 WBBT to simulcasting 98.9 WLFV.


WWLB Station Logo 2013.jpg


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