WWMP

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WWMP
Wwmplogo2010.jpg
City of license Waterbury, Vermont
Broadcast area Burlington-Plattsburgh area
Branding MP103
Slogan whatever. whenever.
Frequency 103.3 MHz
Translator(s) 98.3 W252CJ (Burlington)
Repeaters 103.3 WWMP-FM1 (Montpelier)
First air date March 24, 1983 (as WVRS)
Format Adult Hits
ERP 2,850 watts
HAAT 284 meters
Class C3
Facility ID 20592
Transmitter coordinates 44°21′52.00″N 72°55′53.00″W / 44.3644444°N 72.9313889°W / 44.3644444; -72.9313889
Callsign meaning W Waterbury (city of license)
MP (MP3) 103
or
Whatever Whenever (slogan)
MP (MP3) 103
Former callsigns WVRS (1983-1984)
WTIJ (1984-1986)
WGLY-FM (1986-1999)
WDOT (1999-1999)
WLKC (1999-2005)
Owner Radio Broadcasting Services, Inc.
Sister stations WCAT, WFAD, WIFY, WIXM, WRSA, WTWK
Webcast Listen Live
Website mp103.com

WWMP (103.3 FM, "MP103") is a radio station broadcasting an adult hits format. Licensed to Waterbury, Vermont, USA, the station serves the Burlington-Plattsburgh area. The station is currently owned by Radio Broadcasting Services, Inc.[1]

In 2011 WWMP was granted an FCC construction permit to move to a new transmitter site, decrease ERP to 1,050 watts, increase HAAT to 806 meters and change to a directional antenna.

History[edit]

The station was assigned the call letters WVRS on March 24, 1983. On March 1, 1984, the station changed its call sign to WTIJ, on May 31, 1986 to WGLY-FM, on July 9, 1999 to WDOT, on September 28, 1999 to WLKC (with an adult contemporary format that caused WEZF switching to hot adult contemporary, only for WEZF to switch back to AC in 2003), and on June 13, 2005 to the current WWMP.[2]

The station began with a predominantly religious format, airing blocks of Christian talk programs and music. The WTIJ call letters stood for, "We Trust In Jesus." With a call letter change to WGLY-FM the station became an affiliate of Moody Radio airing a format of Christian music, lecture, campus chapel, listener-interactive talk, and devotionals. The religious format was flipped to WCMK 91.5 in Bolton, VT -- which also took the WGLY-FM call letters -- when the station was purchased by Radio Broadcast Services Inc. in 1999.

After four years as an adult hits station, the station reverted to its old hot AC format, which the station dropped during the "Alice" days under the old WXAL & WLKC calls. Now, as MP103.3, WWMP airs a successful "adult hits" in a localized "Jack" format, targeting adults 35-44 with a 60:40 skew toward men. Features of this format: WWMP, billing itself as the “Whatever, Whenever” station, plays only hits, no deep album cuts. With its "MP 103" branding and no on-air DJs, the station patterns itself as an over-the-air MP3 player. Commercial breaks are limited to 4 to 5 messages an hour.

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