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WURV-FM 2014.png
City Richmond, Virginia
Broadcast area Richmond, Virginia
Petersburg, Virginia
Branding 103.7 Play
Slogan 90s, 2K, and Today
Frequency 103.7 MHz (also on HD Radio)
Translator(s) 106.1 W291CL (Richmond, relays HD2)
92.5 W223AZ (Richmond, relays HD3)
First air date December 23, 1961 (as WFMV)
Format FM/HD1: Hot adult contemporary
HD2: Sports 106.1 (Sports)
HD3: RadioIQ (NPR, BBC)
ERP 20,000 watts
HAAT 256 meters
Class B
Facility ID 37230
Transmitter coordinates 37°30′31.0″N 77°34′37.0″W / 37.508611°N 77.576944°W / 37.508611; -77.576944
Callsign meaning W U RiVer
former branding
Former callsigns WFMV (1961-1969)
WEZS (1969-1988)
WMXB (1988-2010)[1]
Owner SummitMedia LLC
Sister stations W291CL, WKHK, WKLR, WJSR, W282CA
Webcast WURV Webstream
Website WURV Online

WURV (103.7 FM) is an American radio station licensed to serve Richmond, Virginia. The station is owned by SummitMedia LLC, through licensee SM-WURV, LLC.[2] WURV broadcasts a hot adult contemporary music format to the Richmond/Petersburg, Virginia, area.[3]

WURV broadcasts in the HD Radio (hybrid) format.[4]


For the majority of the station's life, the frequency has aired various forms of adult contemporary music. On April 16, 2007, WMXB relaunched their AC format with a more current and upbeat focus, while retaining the "Mix 103.7" moniker.[5]

On April 22, 2010, at 3 p.m., WMXB flipped from its long-running AC format to adult album alternative, branded as "103.7 The River", and adopted new call letters WURV. The first song on "The River" was "Learn to Fly" by Foo Fighters. At the same time, sister station WDYL began redirecting listeners to WURV in preparation of a format flip to Rhythmic Top 40 a week after WURV's debut.[6][7][8]

On July 20, 2012, Cox Radio, Inc. announced the sale of WURV and 22 other stations to Summit Media LLC for $66.25 million. The sale was consummated on May 3, 2013.[9][10]

At Midnight on September 24, 2013, WURV flipped to hot AC, branded as "103.7 Play." The first song on "Play" was "You Make Me Feel..." by Cobra Starship.[11][12]

Current morning show - 103.7 Play Mornings with Melissa (Chase) & Jack (Lauterback) have won many local and state awards, including the 2013 Best Morning Show (major market category) by the Virginia Association of Broadcasters. They also were voted Richmond's Best Local Radio Personalities/Team from 2012 to 2015 by the readers of Style Weekly & Richmond Magazine.

The station started playing Christmas music on October 7, 2015 at 6:00am, becoming one of the first stations in America to adopt the seasonal format for 2015. 12 hours later, the station switched back to its regular format, revealing that the Christmas format was a prank.[13]



External links[edit]