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CityUtica, New York
Broadcast areaUtica, New York
BrandingBig Frog 104
SloganCentral New York’s Number One For New Country
Frequency104.3 MHz
First air dateOctober 10, 1948 (as WRUN-FM)
ERP100,000 watts
HAAT139 meters
Facility ID50362
Callsign meaningW FROG
Former callsignsWRUN-FM (1948-1976)
WKGW (1976-1993)
WKFM (late 12/1993)
OwnerTownsquare Media
(Townsquare Media Licensee of Utica/Rome, Inc.)
Sister stationsWIBX, WODZ, WOUR, WLZW
WebcastListen Live

WFRG-FM (104.3 FM), branded as Big Frog 104, is a country music radio station licensed to Utica, New York. Owned by Townsquare Media as part of a cluster with news-talk station WIBX, hot AC-formatted WLZW, classic hits-formatted WODZ and classic rock-formatted WOUR, it bills itself as "Central New York’s Number One For New Country".


104.3 FM in Utica signed on the air in 1948 as WRUN-FM, a simulcast of AM station WRUN. In 1976 the station changed their call letters to WKGW and began airing an adult contemporary format under the name KG-104 then Magic 104. For many years, they were the market leading AC station, outlasting competitor WUUU in this format. In its later years, the name was changed to back to KG-104. Their market leading status would not last though. In 1989, now-sister station WLZW switched to an adult contemporary format, and toppled KG-104 from its market-leader status. In 1993, WKGW assumed the classic rock format and call letters of WKFM. These were formerly heard in the Syracuse market on 104.7 FM, which had changed to country-formatted B104.7 on June 1, 1993.

The country music format now heard on WFRG actually began on 95.9 FM then 96.1 (now WODZ) as 96 Frog. As part of an "April Fool's Day" gimmick, 96 Frog swapped frequencies with then-WKFM that day. The improved signal strength was so popular that, following the bankruptcy and shutdown of WKFM, the station applied for a frequency reassignment. When it was granted by the FCC, WFRG began calling itself Big Frog 104.

WFRG was previously owned by Forever Broadcasting (hence the Big Frog branding) but was sold to Regent Broadcasting (now Townsquare Media) in August 1999.


In addition to the frog-themed local jocks used in most Froggy stations, WFRG also airs the syndicated programs Danny Wright, Retro Country USA, American Country Countdown and Taste of Country Nights Weeknights 7 - Mid.

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Coordinates: 43°03′27″N 75°25′03″W / 43.0576°N 75.4174°W / 43.0576; -75.4174