 | |
| Broadcast area | Wausau-Stevens Point |
|---|---|
| Frequency | 107.9MHz |
| Branding | Big Cheese 107.9 |
| Programming | |
| Format | Adult hits/classic hits/classic rock |
| Affiliations | Compass Media Networks Premiere Networks United Stations Radio Networks |
| Ownership | |
| Owner |
|
| History | |
First air date | October 1984 (as WYCO-FM) |
Former call signs | WXCO-FM (1983–1984, CP) WYCO-FM (1984–2004) WLRK (2004–2006) |
Call sign meaning | Wisconsin'sBigCheese...Victory |
| Technical information[1] | |
Licensing authority | FCC |
| Facility ID | 59608 |
| Class | C |
| ERP | 100,000watts |
| HAAT | 314 meters (1,030 ft) |
Transmitter coordinates | 45°3′33.00″N89°26′10.00″W / 45.0591667°N 89.4361111°W /45.0591667; -89.4361111 |
| Links | |
Public license information | |
| Webcast | Listen Live |
| Website | bigcheese1079.com |
WBCV (107.9FM, "The Big Cheese") is aradio station broadcasting anadult hits/classic hits/classic rockformat. Licensed toWausau, Wisconsin, United States, the station serves theWausau-Stevens Point area. The station is currently owned byNRG Media, LLC.[2] Its 100,000 watt signal can be heard as far west asEau Claire, as far south asPortage, and as far east asBrillion andGreen Bay. It can also be heard as far north asIronwood. Under certain conditions, it can be heard as far east asManistee,Traverse City, andLudington.
During the construction phase of the station (early 1980s), the selected call letters wereWXCO-FM. The call letters were named after its sister station WXCO-AM. It was later determined the station would not be asimulcast of WXCO. Shortly before sign-on in October 1984, Seehafer Broadcasting changed the station call letters toWYCO-FM. The station signed on using Unistar'sadult contemporary format. The positioning statement was "Y-108". At that time, WYCO-FM was only a satellite receiver and several cart/tape machines. The on-air announcer at WXCO would manually load commercials and local pre-recorded announcements for each local commercial break. Despite WYCO not having a live studio or a way to produce local programming on its own, "Y-108" became the #1 radio station in the Wausau market in 1985. It has not been #1 since. Other positioning statements used were "The Great Y-108", and "Y-108 Come on Up To The Music".
The station had struggles with ratings and advertising revenue in the late 1980s. The automation system for WYCO-FM was moved to WXCO-AM, and the station went live. Adding the services of McVay Media in 1992, the station showed some potential in the Spring '93 book, but continued to struggle afterwards with live talent. In the mid-1990s, the station started to phase back in syndicated programming (addingDelilah, and usingJones Radio Networks' Hot AC format during the overnight and weekends). Advertising revenue and ratings were still a major problem for the station. The station made several attempts to find a niche identity to increase listeners and revenue. WYCO-FM experimented with variations ofadult contemporary,Hot AC,Top 40 (CHR), andModern AC formats, but had little success.
In 2004, management decided to take an entirely new direction.Adult hits stations likeJack FM andBob FM were becoming the latest fad in radio formats. The station decided to take on different call letters and try a new developing format. The call letters becameWLRK ("Rock-it 107.9"), "Rockin' Hits of the '70s, '80s, and '90s". The station had much better results. The station was sold from Seehafer Broadcasting toNRG Media in June 2006. "Rock-it 107.9" became "Big Cheese 107.9" and call letters were changed from WLRK toWBCV. The "Big Cheese" slogan and theadult hits/classic hits/classic rock format continues today.