The station, originally owned by South Shore Broadcasting, signed on as WBIC on October 16, 1959. Since the station occupied a Canadian clear-channel frequency, it was required to sign-off at sundown. Bob 'Bobaloo' Lewis, who would later gain fame as one of the “All Americans” on 77 WABC Radio in New York City, was one of the original DJs on WBIC.
WLIX (1967–1980s)
In June 1967, the station was purchased by Long Island Broadcasting Corporation, owned by marketer, former Mutual Broadcasting System chairman and would-be politician Malcolm E. Smith Jr.. The call letters were changed to WLIX effective June 26, 1967. By the early 1970s, it broadcast an automated "beautiful music" format, and on Sunday mornings an Italian-American music program hosted by Joe Rotolo. Sometime in the mid-1970s, it changed to Christian programming, still as WLIX. In 1981, this station was featured on the NBC series Real People, which was a cross between a newsmagazine and what can now be called reality television. In 1983, it was permitted to broadcast after dark, at reduced power.
WLUX (1990s)
In the mid-1990s, it was WLUX with a pop standards format.
WLIE (2000s)
In September 2002, the station changed call letters to WLIE and flipped formats to become a talk radio station, Mornings were hosted by David Weiss, Tracy Burgess, and later with Weiss and Amanda Clarke; and "Captain" Steve Reggie with Traffic; Ed Tyll held down mid-days, while Mike Seigel held down drive-time with "Major" Matt Bartlett on Traffic; night time featured a rotating schedule of brokered programing and overnights featured Jim Bohannon from WestwoodOne. Weekends featured Lynn Samuels of WABC fame. The Program Director of IslandTalk 540 was John McDermott, a long time producer at WOR. Then the talk format was dumped for a business talk format. The WLIE call letters referred to the Long Island Expressway. Beginning in 2008, the station started airing Spanish languagereligious shows. It broadcast a variety format, including leased air-time and news/talk programs. On November 9, 2018, the station's call sign was changed to WBWD. On December 3, 2018, WBWD changed their format to Bollywood music, branded as "Bolly 540 AM".
