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| Ed DeHart |
The call letters WZUM are returning to Southwest PA , at AM 1550.
On Wednesday, the Federal Communications Commission approved that callsign for AM 1550, a Braddock station now owned by AM Guys LLC.
“It will be easier to promote the new format using call letters that are familiar,” said AM Guys partner Ed DeHart told triblive.com, a fan of the first WZUM. He did not disclose AM 1550's format before its sign on.
“I think it's the best possible use of the frequency,” said Clarke Ingram, a veteran programmer who worked with Clear Channel and Broadcast Communications Inc. in North Versailles Township
“Since we are not going to be a top-40 station, we feel our audience will have warm fuzzy feelings for the new call,” DeHart said.
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| Clarke Ingram |
AM 1550 was Matta Broadcasting's WLOA from 1947-79. From 1959-79 Matta ran WLOA-FM and WFFM-96.9, now Steel City Media's WRRK.
Since 2003 “WLOA” has been used by a Mercer County AM
“If it gets any ratings at all, that will be a victory,” Ingram said. “(It) has been an absolute zero since the WLOA days.”
AM Guys LLC tested AM 1550 with an eclectic music mix as it installed automation.
