WLTY
Encyclopedia
WLTY is a variety hits
radio station licensed to Cayce, South Carolina
and serves the Columbia, South Carolina
market. The Clear Channel Communications
outlet is licensed by the Federal Communications Commission
(FCC) to broadcast at 96.7 MHz with an effective radiated power
(ERP) of 9 kW. The station goes by the name 96-7 Steve FM and its current slogan is "Playing Whatever We Want."
music. It became the number one rated station in its first book. However, in late 1977, rival AM Top 40 WNOK
countered the success of WZLD by flipping its sister FM to Top 40 as "Stereo 105". That move would stunt WZLD's growth in the marketplace and the format was changed to album rock as "Z-96" by 1978. The format was run live-assisted using Drake-Chenault's AOR format.
In 1980, the station changed back to Top 40 and both Z-96 and WNOK-FM went head to head for the next six years for the Columbia Top 40 radio audience. In February 1986, Z-96 made a dramatic format change from Top 40 to adult contemporary, but keeping the name. This move proved disastrous and by early 1987, the station changed back to Top 40. This time, however, the station found itself competing with not only WNOK, but with upstart WMMC (now WOMG
) as well.
In February 1988, WZLD became WYYS with the "Yes 97" moniker. The format remained Top 40, this time with a lean toward dance music
. The station makeover would eventually pay off as WMMC would become WPRH later in 1988 and would leave the Top 40 format altogether one year later. WNOK, however remained dominate in the Top 40 ratings and despite several attempts, could not be unseated.
In August 1991, after a brief stunt as "Elvis Radio", the format was changed to country
as "Kicks 96" with the new call letters of WHKZ. This time, the station targeted longtime country outlet WCOS-FM
. Although it had some modest success at first, Kicks 96 was never able to beat WCOS in the ratings. The station was sold in 1994 to Benchmark Communications, which kept the country format as a flanker to protect WCOS, but over time, the station's ratings had started to eroded.
By 1998, Benchmark was sold to Capstar Broadcasting. Since there was no need for two country stations under the same ownership as well as declining ratings, the decision was made to change WHKZ to something else. Over Labor Day Weekend 1998, WHKZ dropped the country format for brief simulcasts of Capstar sister stations WCOS and WVOC. After the stunting, the format was changed to adult contemporary with the name "Lite 96.7" and the new call letters of WLTY.
Despite the changes, Lite 96.7 never really took off in the Columbia market. After seven years of mediocre ratings against the dominant adult contemporary station, WTCB
, the station flipped on August 16, 2005 to variety hits
as "Steve FM" (rumored to be named for then-new University Of South Carolina
football coach Steve Spurrier
, even though he is affiliated with WISW
.). After a year, the station was able to finish in the Top 5 in the Arbitron
ratings, something that has never been achieved in over a decade.
The station is owned by Clear Channel Communications
, which also owns country
WCOS-FM
, CHR
WNOK
, urban
WXBT
, news/talk WVOC, and sports/talk
WCOS
in the Columbia radio market.
Adult hits
Adult hits is a radio format, popular in the early 2000s, that does not adhere to a specific music genre, but instead draws from a wider playlist...
radio station licensed to Cayce, South Carolina
Cayce, South Carolina
Cayce is a city in Lexington and Richland counties in the U.S. state of South Carolina, along the Congaree River. The population was 12,150 at the 2000 census...
and serves the Columbia, South Carolina
Columbia, South Carolina
Columbia is the state capital and largest city in the U.S. state of South Carolina. The population was 129,272 according to the 2010 census. Columbia is the county seat of Richland County, but a portion of the city extends into neighboring Lexington County. The city is the center of a metropolitan...
market. The Clear Channel Communications
Clear Channel Communications
Clear Channel Communications, Inc. is an American media conglomerate company headquartered in San Antonio, Texas. It was founded in 1972 by Lowry Mays and Red McCombs, and was taken private by Bain Capital LLC and Thomas H. Lee Partners LP in a leveraged buyout in 2008...
outlet is licensed by the Federal Communications Commission
Federal Communications Commission
The Federal Communications Commission is an independent agency of the United States government, created, Congressional statute , and with the majority of its commissioners appointed by the current President. The FCC works towards six goals in the areas of broadband, competition, the spectrum, the...
(FCC) to broadcast at 96.7 MHz with an effective radiated power
Effective radiated power
In radio telecommunications, effective radiated power or equivalent radiated power is a standardized theoretical measurement of radio frequency energy using the SI unit watts, and is determined by subtracting system losses and adding system gains...
(ERP) of 9 kW. The station goes by the name 96-7 Steve FM and its current slogan is "Playing Whatever We Want."
History
96.7 FM signed on as WZLD on July 11, 1974 with a mixture of top 40 and oldiesOldies
Oldies is a term commonly used to describe a radio format that concentrates on music from a period of about 15 to 55 years before the present day....
music. It became the number one rated station in its first book. However, in late 1977, rival AM Top 40 WNOK
WNOK
WNOK is a CHR radio station licensed to Columbia, South Carolina and serves the Columbia, South Carolina market. The Clear Channel Communications outlet is licensed by the Federal Communications Commission to broadcast at 104.7 MHz with an ERP of 90 kW...
countered the success of WZLD by flipping its sister FM to Top 40 as "Stereo 105". That move would stunt WZLD's growth in the marketplace and the format was changed to album rock as "Z-96" by 1978. The format was run live-assisted using Drake-Chenault's AOR format.
In 1980, the station changed back to Top 40 and both Z-96 and WNOK-FM went head to head for the next six years for the Columbia Top 40 radio audience. In February 1986, Z-96 made a dramatic format change from Top 40 to adult contemporary, but keeping the name. This move proved disastrous and by early 1987, the station changed back to Top 40. This time, however, the station found itself competing with not only WNOK, but with upstart WMMC (now WOMG
WOMG
WOMG is an Oldies radio station licensed to Lexington, South Carolina and serves the Columbia, South Carolina market. The Cumulus Media outlet is licensed by the Federal Communications Commission to broadcast at 98.5 MHz with an effective radiated power of 6 kW...
) as well.
In February 1988, WZLD became WYYS with the "Yes 97" moniker. The format remained Top 40, this time with a lean toward dance music
Dance music
Dance music is music composed specifically to facilitate or accompany dancing. It can be either a whole musical piece or part of a larger musical arrangement...
. The station makeover would eventually pay off as WMMC would become WPRH later in 1988 and would leave the Top 40 format altogether one year later. WNOK, however remained dominate in the Top 40 ratings and despite several attempts, could not be unseated.
In August 1991, after a brief stunt as "Elvis Radio", the format was changed to country
Country music
Country music is a popular American musical style that began in the rural Southern United States in the 1920s. It takes its roots from Western cowboy and folk music...
as "Kicks 96" with the new call letters of WHKZ. This time, the station targeted longtime country outlet WCOS-FM
WCOS-FM
WCOS-FM is a Country music radio station licensed to Columbia, South Carolina and serves the Columbia, South Carolina market. The Clear Channel Communications outlet is licensed by the Federal Communications Commission to broadcast at 97.5 MHz with an effective radiated power of 100 kW...
. Although it had some modest success at first, Kicks 96 was never able to beat WCOS in the ratings. The station was sold in 1994 to Benchmark Communications, which kept the country format as a flanker to protect WCOS, but over time, the station's ratings had started to eroded.
By 1998, Benchmark was sold to Capstar Broadcasting. Since there was no need for two country stations under the same ownership as well as declining ratings, the decision was made to change WHKZ to something else. Over Labor Day Weekend 1998, WHKZ dropped the country format for brief simulcasts of Capstar sister stations WCOS and WVOC. After the stunting, the format was changed to adult contemporary with the name "Lite 96.7" and the new call letters of WLTY.
Despite the changes, Lite 96.7 never really took off in the Columbia market. After seven years of mediocre ratings against the dominant adult contemporary station, WTCB
WTCB
WTCB is an adult contemporary radio station licensed to Orangeburg, South Carolina and serves the Columbia, South Carolina market. The Cumulus Media outlet is licensed by the Federal Communications Commission to broadcast at 106.7 MHz with an effective radiated power of 100 kW...
, the station flipped on August 16, 2005 to variety hits
Adult hits
Adult hits is a radio format, popular in the early 2000s, that does not adhere to a specific music genre, but instead draws from a wider playlist...
as "Steve FM" (rumored to be named for then-new University Of South Carolina
University of South Carolina
The University of South Carolina is a public, co-educational research university located in Columbia, South Carolina, United States, with 7 surrounding satellite campuses. Its historic campus covers over in downtown Columbia not far from the South Carolina State House...
football coach Steve Spurrier
Steve Spurrier
Stephen Orr Spurrier is an American college football coach and player. Spurrier is the current head coach of the University of South Carolina's Gamecocks football team. He is also a former professional player and coach...
, even though he is affiliated with WISW
WISW
WISW is a news/talk radio station licensed to Columbia, South Carolina. It serves the Columbia, South Carolina market. The Cumulus Media outlet is licensed by the Federal Communications Commission to broadcast at 1320 kHz with 5,000 watts daytime and 2,500 watts nighttime, directional...
.). After a year, the station was able to finish in the Top 5 in the Arbitron
Arbitron
Arbitron is a consumer research company in the United States that collects listener data on radio audiences. It was founded as American Research Bureau by Jim Seiler in 1949 and became national by merging with L.A. based Coffin, Cooper and Clay in the early 1950s...
ratings, something that has never been achieved in over a decade.
The station is owned by Clear Channel Communications
Clear Channel Communications
Clear Channel Communications, Inc. is an American media conglomerate company headquartered in San Antonio, Texas. It was founded in 1972 by Lowry Mays and Red McCombs, and was taken private by Bain Capital LLC and Thomas H. Lee Partners LP in a leveraged buyout in 2008...
, which also owns country
Country music
Country music is a popular American musical style that began in the rural Southern United States in the 1920s. It takes its roots from Western cowboy and folk music...
WCOS-FM
WCOS-FM
WCOS-FM is a Country music radio station licensed to Columbia, South Carolina and serves the Columbia, South Carolina market. The Clear Channel Communications outlet is licensed by the Federal Communications Commission to broadcast at 97.5 MHz with an effective radiated power of 100 kW...
, CHR
Contemporary hit radio
Contemporary hit radio is a radio format that is common in the United States, United Kingdom, Canada and Australia that focuses on playing current and recurrent popular music as determined by the Top 40 music charts...
WNOK
WNOK
WNOK is a CHR radio station licensed to Columbia, South Carolina and serves the Columbia, South Carolina market. The Clear Channel Communications outlet is licensed by the Federal Communications Commission to broadcast at 104.7 MHz with an ERP of 90 kW...
, urban
Urban contemporary
Urban contemporary is a music radio format. The term was coined by the late New York DJ Frankie Crocker in the mid 1970s. Urban contemporary radio stations feature a playlist made up entirely of hip hop/rap, contemporary R&B, pop, electronica such as dubstep and drum and bass and Caribbean music...
WXBT
WXBT
WVOC-FM is a news/talk station licensed to West Columbia, South Carolina and serves the Columbia, South Carolina market. The Clear Channel Communications outlet is licensed by the Federal Communications Commission to broadcast at 100.1 MHz with an ERP of 5.9 kW...
, news/talk WVOC, and sports/talk
Sports radio
Sports radio is a radio format devoted entirely to discussion and broadcasting of sporting events. A popular format with an almost exclusively male demographic in most areas, sports radio is characterized by an often-boisterous on-air style and extensive debate and analysis by both hosts and...
WCOS
WCOS (AM)
WCOS is a sports talk radio station licensed to Columbia, South Carolina and serves the Columbia market. The Clear Channel Communications outlet is licensed by the Federal Communications Commission to broadcast at 1400 kHz with an ERP of 1 kW...
in the Columbia radio market.