WPLW-FM

WPLW-FM (102.5 MHz) is a commercial FM radio station licensed to Hillsborough, North Carolina, and serving the Research Triangle, including Durham and Raleigh. It broadcasts a Top 40 - CHR radio format, which is simulcast on sister station 96.9 WWPL Goldsboro. The stations are owned by New Century Media Group.[2] According to FCC ownership filings, New Century Media Group is 100% owned by Donald W. Curtis, Chairman and CEO of Curtis Media Group.

WPLW-FM
CityHillsborough, North Carolina
Broadcast areaResearch Triangle
Frequency102.5 MHz
BrandingPulse 96.9 102.5
SloganAll the Hits!
Programming
FormatTop 40 - CHR
Ownership
OwnerCurtis Media Group
(New Century Media Group, LLC)
WBBB, WKIX-FM, WPLW, WPTF, WPTK, WQDR-FM, WWPL
History
First air date
1989 (as WHLQ)
Former call signs
WHLQ (1989–2004)
WKXU (2004–2010)
WPLW (2010–Present)[1]
Call sign meaning
W PuLse W
Technical information
Facility ID22322
ClassA
ERP1,500 watts
HAAT203.8 meters (669 ft)
Transmitter coordinates
36.104°N 78.966°W / 36.104; -78.966
Repeater(s)WWPL 96.9 Goldsboro
Links
Websitewww.thenewpulsefm.com

WPLW-FM has an effective radiated power (ERP) of 1,500 watts and is considered a Class A FM station. By contrast, some Raleigh-area stations, such as WNCB and WRDU run 100,000 watts. The transmitter is off Bivins Road north of Durham.[3]

History

The station signed on from Louisburg in 1989 as WHLQ, an adult contemporary station branded as Q-102.5.[4] The station later began simulcasting a country music format with its sister AM station, WYRN.[4][5][6]

Curtis Media Group purchased WHLQ and WYRN from Franklin Broadcasting in 2003.[7] The following year, the call letters were changed to WKXU.[1] The station, called Country 102.5, moved in a more contemporary direction, playing only songs from the previous 20 years.[8]

In September 2010, WKXU signed off from its Louisburg site and signed on again October 23 from a new site in northwestern Durham County, licensed to Hillsborough.[9] At that time, the station began stunting, along with new simulcast partner WWMY. On October 27, WKXU changed its call letters to WPLW,[1] while WWMY became WWPL. On October 31, at 5PM, after several days of Halloween music,[10] the stunting ended and both stations debuted their new rhythmic contemporary format as "Pulse 102".[11] The first song on "Pulse" was "I Like It" by Enrique Iglesias ft. Pitbull. The format is described as "sort of the hip-hop and R&B that has crossed over into Top 40."[12] Its primary target audience was women aged 25 to 34, and was expected to compete with Radio One station K 97.5 and Clear Channel's G105, and 93.9 Kiss FM, who ironically transitioned from Rhythmic AC to Rhythmic Top 40 after Pulse 102 signed on. The stations are playing 10,000 songs in a row and promise fewer commercials than other stations. Artists include Lady Gaga, Enrique Iglesias and Kesha.[10] By October 2011, WPLW was added to the Mediabase contemporary hit radio panel.

As of 2014, WPLW also could be heard on a translator at W226BV (93.1 FM).

A simulcast with WWPL at 102.3 began later in the year. In September 2014, the simulcast partner changed from 102.3 FM to 96.9 FM.[13][14]

On May 28, 2019, the call sign was changed from WPLW to WPLW-FM, in order to allow the WPLW call sign to be assigned the next month to AM 570 in Raleigh.

References
  1. "Call Sign History (WPLW-FM)". CDBS Public Access. Federal Communications Commission. Retrieved October 29, 2010.
  2. "FM Query Results (WPLW-FM)". FCC. Retrieved 2010-05-05.
  3. Radio-Locator.com/WPLW-FM
  4. "Raleigh-Durham FM Dial". Archived from the original on 2003-02-01. Retrieved 2010-05-05.
  5. "The radio Station Locator". Retrieved 2010-03-18.
  6. "Local database". Retrieved 2010-03-18.
  7. "Changing Hands". Broadcasting & Cable. 2003-03-02. Retrieved 2010-03-18.
  8. Fred Marion, "Local radio stations switch, tweak formats," Rocky Mount Telegram, July 21, 2005, Marquee section.
  9. http://www.fcc.gov/fcc-bin/fmq?list=0&facid=22322
  10. Ranii, David (2010-11-02). "Radio stations target women". News & Observer. Retrieved 2010-11-02.
  11. "Pulse 102 Debuts In Raleigh/Durham". RadioInsight. October 31, 2010. Retrieved October 31, 2010.
  12. Ross, Sean (2010-11-01). "First Listen: Raleigh, N.C.'s New Pulse 102". Radio-Info.com. Retrieved 2010-11-02.
  13. Pulse 102 Raleigh Moves on to 96.9
  14. "Curtis Launches Bluegrass FM In Raleigh". radioinsight.com. September 26, 2014. Retrieved October 1, 2014.
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