|City of license||Mauldin, South Carolina|
|Broadcast area||Upstate South Carolina|
|Branding||104.9 The Road|
|Slogan||Greenville's Classic Rock|
|Frequency||104.9 MHz (also on HD Radio)|
|First air date||April 28, 1965 (as WCRS-FM on 96.7)|
|Former callsigns||WCRS-FM (1965-2001)
|Former frequencies||96.7 MHz (1965-2014)|
|Owner||Clear Channel Communications|
|Sister stations||WMYI, WSSL-FM, WESC-FM|
WROO is a classic rock radio station licensed to Mauldin, South Carolina and serves the Upstate, including Greater Greenville and some of Spartanburg. The Clear Channel Communications outlet is licensed by the U.S. Federal Communications Commission (FCC) to broadcast at 104.9 MHz with an ERP of 720 watts.
While on 96.7, this station was the first station in South Carolina to broadcast in HD. Its transmitter is located atop Paris Mountain in northern Greenville County, right above Greenville. Despite only having 720 watts ERP, the station's antenna height equates it to a class A FM; however, the signal only provides grade B coverage to portions of the Spartanburg County part of the market.
The station originally signed on in Greenwood, South Carolina as WCRS-FM, sister to WCRS, on April 28, 1965. The station simulcasted its AM counterpart for a number of years, later carrying a Country format. The station was moved to the Greenville-Spartanburg market, licensed to Mauldin (but located on Paris Mountain in Greenville), in 2002 after being purchased by Clear Channel Communications. The station's move to Mauldin allowed for sister station WLTY, also at 96.7, in nearby Columbia to upgrade its signal.
After signing on in the Greenville-Spartanburg market, WBZT-FM aired a rock music format under the name "96.7 The Buzzard" and slogan "Real Rock." The station was similar to Clear Channel's WVBZ in Greensboro, North Carolina.
As "The Buzzard", 96.7 played mainly Rock music from the 1970s through 2000s. The station aired the syndicated morning show "The Bob and Tom Show" from its sign-on until April 2006. It was replaced with a music-intensive morning show. Towards the end of the station's run, it played all classic rock during the day and nineties and new rock at night.
The station, throughout its lifespan, faced serious competition from Barnstable Broadcasting (later Entercom Communications') WROQ and WTPT. On December 23, 2007, after modest performance from the rock format for over five years, the station entered 'stunt mode', urging listeners to tune in for a new format on December 25, 2007 (Christmas Day). The new format was a Christian CHR format called "Shine 96.7" with "Positive Hits", which was aimed at a younger audience than other stations in the market such as WLFJ. The station eventually switched to a satellite-fed Christian AC format from Salem Communications. In the fall of 2008, Shine 96.7 was the exclusive outlet in the area for USC Gamecocks sports. In September 2009, the station simulcasted shortly with sister station WGVL.
On September 17, 2009, the station changed its call sign from WBZT-FM to WROO.
On September 12, 2012, WROO dropped its Christian contemporary format and began stunting with various types of music and liners taking jabs at other radio stations in the Greenville-Spartanburg market. The station's website featured a splash page with a goodbye message, redirecting displaced listeners to WLFJ-FM, "His Radio 89.3." The following day, WROO became a classic rock format as "96.7 The Road".
On July 28, 2014, the station moved to 104.9 FM and increased its power slightly from 700 to 720 watts.
- Venta, Lance (September 12, 2012). "Greenville Loses Its Shine; Heads On The Road". radioinsight.com. Retrieved September 13, 2012.
- WROO station website
- Query the FCC's FM station database for WROO
- Radio-Locator information on WROO
- Query Nielsen Audio's FM station database for WROO