AM Technical Profile: WROA


Frequency:
1390
Format:
Standards
Transmitter Location:
[map] [bird's eye] [street view] Off Klein Road, west of Oliver Drive in northern Gulfport. Co-located on site with WXYK-FM, WGCM-FM and WUJM-FM.
Power (ERP):
Day and night: 5 kW
Day and night: 1 kW (STA)
Day: 900 watts (CP)
Night: 35 watts
(CP)
Antenna:
Day: 8 towers, strong lobe to the south, lesser signal to the east-southeast. [pattern - PDF]
Night: 8 towers, strong lobe to the south, lesser signal to the east-southeast. [pattern - PDF]
Day and night: One tower
(STA) (CP)
Other Information:
0.5 mV/m Daytime Groundwave Service Contour from the FCC's Public Files
[FCC]
[FCCdata.org]
[Radio-Locator]
[Wikipedia]
Owned by Dowdy and Dowdy
// W261CU Poplarville, MS
History:
Call letters WROA (Riviera of America) date back to at least 1960 when it was a 1 kW daytimer playing MoR music. Around 1970, the owners erected an 8 tower array to go 5 kW full time. The station then went top 40 and moved the elevator music to WROA FM 107.1. Once FM competition forced a change, the AM went back to beautiful music on tape. Incredibly, the station aired that format for a long while one of the few left in the country with the format at the time. It is difficult to imagine the revenue from this format covering the maintenance costs of an 8-tower DA system (these towers are more than 1/4 wave high too!) The format morphed from beautiful music to adult standards in the mid-90's. Late in 2002 the station switched to the Music of Your Life satellite easy listening format from the beautiful music format on tape. According to the NAB in 1985, the station broadcast in stereo with the Motorola C-QUAM system. This may have been active as recently as the late 90's.  It has been reported that this station, which difficult to receive outside the Gulfport area at night, has been heard clearly as far away as Honduras, due to their directional array throwing out so much signal over the Gulf of Mexico!
During the first phase of the AM Revitalization plan, Dowdy tried to secure a translator for this station, one that would have been moved in from Poplarville.  They jumped the gun a bit and it fell through until the second window opened up in August, at which point they re-applied for the translator.  It signed on in the summer of 2016.

In early May 2016, the station sustained heavy damage from a storm, leaving the station off the air for a short time.  The owners requested and received a Special Temporary Authority (STA) to operate at 1 kW through the existing antenna system.  That STA was renewed several times, most recently in January 2018. 

The station received a permit to reduce operations from 5,000 watts full time setup with eight towers, to just 900 watts during the day, with one tower.  That permit was granted in August 2017.