WOMG

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WOMG
City of license	Columbia
Broadcast area	South Carolina
Branding	"Oldies 103"
Slogan	"Carolina's Greatest Oldies"
First air date	1976
Frequency	103.1 (MHz)
Format	Oldies
ERP	6,000 watts
Class	A
Callsign meaning	"O"ldies "M"a"G"ic ("Magic" is in reference to the previous moniker of the station)
Owner	Citadel Broadcasting
Website	http://www.womg.com

WOMG, also known as "Oldies 103", is an Oldies radio station located in Columbia, South Carolina. The station is licensed by the FCC to broadcast at 103.1 MHz with a ERP of 6kw.

[edit] Station History

The station signed on in 1976 as WDPN, the FM sister of Urban Contemporary outlet WOIC. Like WOIC, WPDN featured an Urban Contemporary format. However, WPDN was licensed by the FCC with only 3,000 watts of power and had signal problems at times. In addition, rival WWDM had increased its power and was eroding both WPDN and WOIC's total audience.

In early 1986, both WPDN and WOIC were acquired by a group headed up by legendary air personality Chuck Dunaway (of WABC-AM and KLIF fame). WOIC was left Urban, while WDPM changed to Churban (a mixture of Top 40 and R&B music) as C-103. The new call letters became WMMC. Almost overnight the station was a success. By early 1987, the station had evolved more toward a mainstream CHR format.

By early 1988, what gains that C-103 had made were slowly being eroded by rival CHRs WNOK and new upstart WYYS (now WLTY). The station was sold to Price Broadcasting, which changed the station's call letters to WPRH and the handle to Power 103 on May 2nd, but kept the previous Top 40 format. This move did not work as the station's ratings spiraled downward within a year's time.

On April 15th, 1989, after a week where the station experimented with a brief Album Rock format, Magic 103.1 was born, taking the new call letters of WOMG. This was the market's first FM Oldies station since WWGO's (now WMFX) attempt 3 years prior (WODE, now known as WOIC, was doing Oldies on AM during this time, but would change formats by the end of the year). At the start, Magic 103.1 was more focused on music from the late 50's through the early 70's, but as time moved on, the music from the late 70's were added into the format as well.

In early 1991, after the station had experienced a significate dip in the ratings, the station reimaged itself as Oldies 103, focusing on the music from 1964 to 1973. The basic format has remained ever since.

In 1999, after years of planning and delays, the station was finally able to increased it's power from 3kw. to 6kw.. This move solidified its signal coverage in the Columbia metro area. However, even with its new wattage, and Gamecock Basketball and Baseball rights, the station's power makes it inaccessible to western Lexington County, into Calhoun and Orangeburg; WQKI-FM in Rowesville, SC blocks its signals.

The station is owned by Citadel Broadcasting, which also owns AC WTCB, Urban AC WLXC, and News/Talk WISW in the Columbia radio market.