City York, Pennsylvania ERP 6,400 watts Class B Frequency 103.3 MHz Sister stations WSBA, WSOX, WGLD, WIOV-FM | First air date March 28, 1983 HAAT 398 meters Branding Warm 103.3 Callsign meaning WARM 103.3 branding | |
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Slogan Today's Hits and Yesterday's Favorites Broadcast area York, Lancaster, Harrisburg Format Adult Contemporary; Christmas music (Nov.-Dec.) Owner Cumulus Media Inc. (Radio License Holding SRC LLC) | ||
WARM-FM is an American adult contemporary radio station based in York, Pennsylvania broadcasting at 103.3 MHz FM. It is owned and operated by Cumulus Media. WARM's studios and offices are located off US 30 between York and Lancaster, PA. Listeners in the Philadelphia region may have interference with WPRB, Princeton, New Jersey, which shares the same frequency, and WAPY, State College, Pennsylvania, at 103.1 as one drives northwest on US 322 or PA State Route 333 heading into Lewistown, Pennsylvania.
History
WARM 103.3 hit Central Pennsylvania radio dials on March 28, 1983. The station spent its first few years using the WSBA callsign of its predecessor. The WARM callsign was moved to the station in 1988, having previously been used by Atlanta's Warm 99, also owned by Susquehanna Broadcasting, the stations' former owner.
The station has always broadcast some type of adult contemporary format from the time of its inception. From 1983 up until the mid-2000s, the playlist resembled a hybrid of "Soft AC", "Mainstream AC", and "Oldies": heavily focused on 1970s and certain 1960s soft rock songs, but containing plenty of recent and current soft rock hits as well. This hybrid format proved to be extremely successful, as WARM was repeatedly ranked at the #1 spot in the York market for several years, into the early 2000s.
However, following the trends of other AC stations in the country, the station "freshened up" its playlist in the mid-2000s and discarded all but a handful of pre-1980 titles, focusing more heavily on current pop hits. The station now began leaning slightly in a Hot AC direction, although still positioned as a Mainstream AC, as it continued to play a considerable percentage of soft rock hits from the 1980s and 1990s. On September 7, 2011, WARM-FM officially changed their branding to Wink 103, staying with an adult contemporary format, while moving towards hot adult contemporary. Parent Cumulus still describes the station as AC.
On November 23, 2012 WARM-FM began playing Christmas music. They rebranded back to "Warm 103.3" on December 26, 2012, after the Christmas season, and returned to the adult contemporary format. The current slogan is "Today's Hits and Yesterday's Favorites."