WDVE
 |
|
| City | Pittsburgh, Pennsylvania |
|---|---|
| Broadcast area | Pittsburgh metropolitan area |
| Branding |
"102.5 DVE" "102.5 WDVE" |
| Slogan | "DVE Rocks" |
| Frequency | 102.5 MHz (also on HD Radio) 102.5 HD2 Steelers Nation Radio |
| First air date | May 10, 1962 (as KQV-FM) |
| Format | Mainstream Rock |
| ERP | 55,000 watts |
| HAAT | 250 meters |
| Class | B |
| Facility ID | 59588 |
| Callsign meaning | W DoVE |
| Former callsigns | KQV-FM (1962-1971) |
| Affiliations | Pittsburgh Steelers Radio Network |
| Owner |
iHeartMedia, Inc. (Capstar TX LLC) |
| Sister stations | WBGG, WKST-FM, WPGB, WWSW, WXDX |
| Webcast | WDVE Webstream |
| Website | dve.com |
WDVE (102.5 FM) is a Mainstream Rock music formatted radio station in Pittsburgh, Pennsylvania, USA at 102.5 MHz. It is often referred to by Pittsburghers as simply "DVE." WDVE's studios are located in Green Tree, while its transmitter is located on Pittsburgh's North Side. Since 2006, the station has been the highest-rated radio station in the Pittsburgh market, surpassing longtime market leader KDKA.
The station has aired rock music since 1969, when it was owned by ABC. Previously, it was known as KQV-FM and simulcasted then-sister station KQV. The new programming was a tape service of a freeform rock format entitled "Love", created by ABC official Allen Shaw designed specifically for airing on the 7 FM stations owned by ABC. Shaw changed the format from the automated "Love" format to live free form album rock in 1970. The station's current call letters were chosen in 1971 at the height of the "hippie" era. "DVE" was derived from "dove", the bird of peace. In the fall of 1971, Shaw, along with ABC Radio programming executive Bob Henaberry, replaced the freeform rock programming with the very first album rock "format", playing only the best cuts from the best selling rock albums with minimal disc jockey talk. WDVE was the most successful FM radio station in Pittsburgh throughout the 1970s. In early print marketing, the phrase "Rock'n Stereo WDVE 102.5" was set in white text against a black oval background surrounded by vivid rainbow-like colors. Later, the logo was rendered in white and yellow with red accents against a black background, generally using the slogan "DVE Rocks."
Starting in the 1980s, the station started playing the Beat Farmers song Happy Boy every Friday around 3 PM at the start of the afternoon drive time shift to signal the end of the work week and the start of the weekend. On Fridays at noon, they air a recording of the band KISS saying; "Hey yinz guys! It's FRIDAY!!", immediately followed by "Rock and Roll All Nite".
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