WTOB

WTOB, also known as "La Nueva 103.9", is a Regional Mexican radio station located in Greenville, South Carolina. The station is licensed by the Federal Communications Commission (FCC) to the town of Easley and broadcasts on 103.9 FM with an effective radiated power of 6,000 watts. It is locally programmed and the only FM Spanish radio station in Upstate South Carolina.

History

103.9 FM signed on in 1964 as WELP-FM in Easley, simulcasting much of their sister station, WELP/1360. By the early 1980s, WELP-FM's tower was moved to a new location and the station's power was increased from 2.3 kW to 3 kW in order to get a better signal into nearby Greenville. The station at the time was known as WTLT "Lite 104", sporting a Light Adult Contemporary format.

Both WTLT and WELP were sold to new ownership by 1987. In December of that year, WTLT changed to Urban Contemporary as WLWZ, adopting the "Z-104" nickname. After two months of cold segues and promos, a new airstaff debuted in February 1988, consisting of Greg Darden (from KRNB/Memphis, Tennessee) for mornings, Maxx Myrick (from WCIN: Cincinnati, Ohio) for middays as well as programming duties, Dave Hendricks (a holdover from the station's previous format) for afternoons, Tori Turner (also from WCIN) for nights as well as the station's music director, and "Brother" Bill Prater (from WJKC/Christiansted, U.S. Virgin Islands) for overnights. Ratings increased almost overnight from a 1.1 to a 9.4, despite having a limited signal that covered half of the Greenville-Spartanburg radio market.