WLWB

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For the Chilton, Wisconsin station that used this call sign from 2010-2011, see WKZY.
WLWB
City of license New Holstein, Wisconsin
Broadcast area Calumet County
Fox Cities
Branding Oldies Channel 1530
Frequency 1530 kHz
First air date 1982
Format Oldies
Audience share 0.1 (Fa'09, R&R[1])
Power 350 watts daytime only
Class D
Facility ID 6649
Transmitter coordinates 44°1′10.00″N 88°9′32.00″W / 44.0194444°N 88.1588889°W / 44.0194444; -88.1588889
Former callsigns WMBE (1982-2011)
Owner Metro North Communications, Incorporated
(Metro North Communications, Inc.)
Sister stations WGBW, Denmark, Wisconsin

WLWB (1530 AM) is a daytime-only radio station. Licensed to the Calumet County community of New Holstein, Wisconsin, the station serves the Appleton-Oshkosh area, with their new transmitter site northwest of Chilton. On December 20, 2011 the station was sold to Metro North Communications, Incorporated. The station is currently silent to allow the Metro North to relocate the station closer to the Fox Cities. It has returned to the air in August, 2013 as "La Pegadora" Spanish Radio AM-1530. On December 2, 2013 WLWB changed to oldies. The station is currently off the air, while damage to its ground system is being repaired.

In October, 2012 WLWB was granted an FCC construction permit to move to a new transmitter site and increase power to 350 watts daytime only. Construction was completed in late July 2013.

History[edit]

Just prior to its sale, WMBE was rented by Mountain Dog Media, a company owned by former State Senator Randy Hopper.[2] It was operated as a sister station to Sheboygan's WCLB (950), and outside of engineering staff and remote broadcasts, all office and broadcasting operations were maintained out of the studios of sister stations WFON & KFIZ from Fond du Lac.

From sign-on, the station acted as ESPN Radio's Fox Cities affiliate until March 2011, when it and WCLB were dropped by ESPN Radio due to Mountain Dog's refusal to pay branding and licensing fees as requested by the network. The station was rebranded as 1530, The Game and became an affiliate of Fox Sports Radio.

On June 1, 2011, DX-midAMerica reported that WMBE had flipped to a new format, classic country.[3] On October 25, 2011 the FCC's Public Notice showed the station was to be sold to Metro North Communications, Incorporated for $60,000 cash.

The station was recalled as WLWB on January 3, 2012, calls formerly used by Chilton-licensed WXMM (92.9) before the sale of that station from Metro North to Woodward Communications in July 2011. Call letters stand for "Wisconsin's Lake Winnebago". On January 10, 2012 the original tower site was demolished at the intersection of Park Road and M-B Lane on the south end of Chilton, WI. A new replacement tower is now located Northwest of Chilton, WI, creating better coverage into Appleton, Oshkosh and Green Bay. The station returned to the air in August, 2013. It was programming Regional Mexican music, provided by Luis Bello under a Time Brokerage Agreement. The Agreement with Bello was terminated by the parties, mutually, on December 2, 2013.

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