ERP 100,000 watts Class C1 Frequency 106.7 MHz Format Adult contemporary music Branding B106.7 | HAAT 240 meters Facility ID 54791 City of license Orangeburg Owner Cumulus Media | |
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Broadcast area Columbia & The Midlands First air date July 6, 1967 (as WDIX-FM) Area Columbia, Midlands of South Carolina Slogan Today’s Hits and Now More of Yesterday’s Favorites | ||
WTCB is an adult contemporary radio station licensed to Orangeburg, South Carolina and serves the Columbia, South Carolina market. The Cumulus Media outlet is licensed by the Federal Communications Commission (FCC) to broadcast at 106.7 MHz with an effective radiated power (ERP) of 100 kW. The station goes by the name B106.7 and its current slogan is "Today's Best Music". Its studios are located on Gervais Street in downtown Columbia and the transmitter is in Swansea.
History
106.7 signed on July 6, 1967 as WDIX-FM, the sister to WDIX AM 1150 in Orangeburg (formerly WRNO, now off the air). The station was known as W-107 and was owned by Frank Best. At the time, the station featured an automated format with music that would be considered today as Hot Adult Contemporary.
In late 1976, both stations were sold to Radio Smiles, a group owned by Norman Suttles. WDIX changed to Top 40, while WDIX-FM became religious WPJS (the call sign meaning "W"e "P"roclaim "J"esus "S"aves). In 1978, the transmitting power was increased from 37 kw to 100 kw utilizing a new CCA transmitter and 10-bay Shively antenna.
In 1982, both WDIX & WPJS were sold to Keymarket Group. WPJS became country WIGL (Wiggle 106), utilizing TM's (now Jones TM) "3-In-A-Row" Modern Country format, operating it live-assisted. WIGL also made a concerted effort to target Columbia, but was plagued with periodical audio problems as well as fierce competition from WCOS-FM. In 1984, Suburban Radio Group of Concord, North Carolina bought WDIX, and in 1985 the company bought WORG.
In early 1985, WIGL took the first steps toward improving its coverage of Columbia by building a new 714 ft. tower in Sandy Run and moving the studios to the Granby Building in Cayce. It was rumored that WIGL would remain country and challenge Columbia's longtime country powerhouse, WCOS-FM. However, on April 15, 1985; the station signed on from its new tower as an adult contemporary/CHR/oldies hybrid with the new call letters of WTCB and a new moniker, "B106". Almost overnight, the station became a huge ratings success, with a superior market sound and a signal that covered two-thirds of South Carolina. It provides at least secondary coverage from the fringes of Charlotte to the northern exurbs of Charleston. It beat many stations, including longtime AC WSCQ (now WXBT), in its first Arbitron book. WTCB's immediate impact caused many of the established Columbia stations to rethink their marketing.
By the late 1980s, due to changing market conditions, B106 softened its music by dropping the more upbeat music and focused on being a light adult contemporary outlet. At that time, the market had two other AC outlets, WSCQ and new upstart WAAS (now WARQ), fighting for Columbia's AC audience. By the end of 1992, both stations flipped to different formats, leaving B106 as the only AC left in the market. Bloomington Broadcasting purchased the station in 1989 from Keymarket Communications. Bill McElveen became the GM and remained so till Cumulus Media purchased the station in late 2011.
Beginning in 1993, B106 gradually went back toward a more upbeat Gold based AC format and updated its on-air moniker as B106.7. This format has remained in place ever since. From September 2002 until November 2007, WTCB was the flagship radio station for South Carolina Gamecocks football, taking over from longtime outlet WVOC. This distinction was removed when Citadel Broadcasting moved WNKT from Charleston to Columbia and made it the flagship of all sports, not just football. Citadel merged with Cumulus Media on September 16, 2011.
On July 15, 2013 WTCB shifted their format to hot adult contemporary. With the change by sister station WOMG from classic hits to country music on February 28, 2014, WTCB added more older songs.
In 2015, WTCB moved to a new studio in Columbia.