WVOR


WVOR is a radio station broadcasting a soft adult contemporary format. Licensed to Canandaigua, New York, United States, the station serves the Rochester area. The station is owned and operated by iHeartMedia. Its studios are located at the Five Star Bank Plaza building in downtown Rochester, and its transmitter site is in Canandaigua. The station also plays Christmas music during the holidays.

History

The station went on the air July 16, 1974 as WCGR-FM, a simulcast of middle-of-the-road station WCGR. It became WFLC in 1975 and dropped the WCGR simulcast in favor of country music; the call letters stood for "Wayne Finger Lakes Country." The call letters changed to WLKA on May 15, 1989. On February 19, 1996, the station changed its call sign to WMHX; the station then changed to WISY on March 1, 1998, to WMAX-FM on July 30, 1999, back to WISY on August 2, 1999. and to the current WVOR on June 27, 2006. The WVOR call sign was "parked" on 102.3 after the station that held that call sign, a heritage Rochester FM station now known as WDVI, changed its call sign and format in 2006. WVOR now has an HD 2 channel, an oldies format.
To avoid cannibalizing WDVI's audience, WVOR has in recent years begun focusing its marketing efforts on its city of license, targeting Canandaigua and the western Finger Lakes. The station remains operated out of iHeart's Rochester offices and carries the company's syndicated Murphy, Sam & Jodi morning drive time program as well as Delilah.