WVCW's origins began in 1968 in the basement of the Millheiser House as a carrier current AM radio station known as WJRB, which stood for James River Broadcasting. After a successful run as WJRB, the station changed its call letters in apx 1977 to WVCW. At the time the student staff was trying to expand WJRB from a club into a real radio station, and tried to change the call letters to WVCU. After being told that they station could not be called WVCU, the station asked the FCC for permission to change its call letters to WVCW (double-U) as a way to stick it to the man. More information...
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