WRVR

WRVR (104.5 FM, "The River 104.5") is an Adult Contemporary radio station broadcasting in Memphis, Tennessee. It has broadcast this format for over 20 years as of 2007. Owned by Entercom, the station's studios are in Southeast Memphis, and the transmitter tower is in Cordova, Tennessee.

The station plays pop and soft rock music from the 1970s to present. 1960s music is occasionally played, and every year from mid November to December 25, they play varieties of Christmas music temporarily replacing their AC format.

History

104.5 originally aired religious oriented programs with the call letters WTCV, later they were easy listening with the call letters WAID. On April 23, 1975, they switched formats to MOR with the call letters WQUD and were called Quad 104. It was also the sister station of WDIA (which is where the former WAID call letters -- in reverse -- came from).

"The River" branding is a local reference to the Mississippi River.

The station's license is currently held by Entercom Communications. It is one of six radio properties in the Memphis market held by Entercom; the others are WMC-FM, WMC-AM, WMFS, WLFP, and WMFS-FM. WRVR maintains studios in the Entercom complex in eastern Memphis. Prior to Entercom, the stations were owned by CBS Radio until 2006.