WDUV

WDUV, known as "The Dove", is a soft adult contemporary music radio station broadcasting on 105.5 FM, serving the Tampa Bay media market in Florida. Owned by Cox Radio, its studios are located in St. Petersburg, and the transmitter site is in Holiday.

History

Initially signing on in October 1963, with a beautiful music format, WDUV was formerly licensed to Bradenton in Manatee County and formerly broadcast at 103.3 FM. The station originally shared the same studio facilities on Tamiami Trail in Bradenton with WBRD AM 1420, and the Bradenton news bureau of WXLT-TV. At the time, all three stations were owned by the same family.

In the early-1990s, WDUV relocated its frequency to 103.5 FM, to improve its coverage area in the Tampa Bay area. By the mid-1990s, WDUV would be acquired by Jacor Broadcasting (since absorbed by Clear Channel Communications), who relocated its studios to St. Petersburg. As recently as 1997, WDUV continued to play about 50 percent instrumental music.

On April 5, 1999, WDUV swapped its frequency with Classic rock station WTBT, moving from 103.5 to the 105.5 signal (WTBT is now WFUS). However, both frequencies would retain their transmitting locations and cities of license. After the swap, WDUV became licensed in New Port Richey with transmitting facilities in Holiday, while WTBT, whose transmitter was located in Riverview, became licensed in Bradenton. (WTBT, now WFUS, has since been relicensed to Gulfport.) While the 105.5 transmitter is more powerful, it is also further away from the population center of the Tampa-St. Petersburg-Clearwater market than 103.5's transmitter. So this gave WTBT better coverage. Because WDUV is aimed at an older audience, Cox saw more potential gain with WTBT at 103.5.