WSHH
 
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| City | Pittsburgh, Pennsylvania |
|---|---|
| Broadcast area | Pittsburgh, Pennsylvania |
| Branding | Wish 99.7 |
| Slogan | Today's Hits and Yesterday's Favorites |
| Frequency | 99.7 MHz |
| First air date | 1948 (as WJAS-FM) |
| Format |
Adult Contemporary Christmas music (Nov.-Dec.) |
| ERP | 17,000 watts |
| HAAT | 260 meters |
| Class | B |
| Facility ID | 55709 |
| Callsign meaning | disambiguation of WISH |
| Former callsigns | WJAS-FM (1948-1970s) |
| Owner |
Renda Broadcasting (Renda Broadcasting Corporation of Nevada) |
| Website | wshh.com |
WSHH is an adult contemporary radio station based in Pittsburgh, Pennsylvania. The station, which is owned by Renda Broadcasting, operates at 99.7 MHz with an ERP of 17 kW. (The lower power is due to the antenna being mounted on an extremely high tower in the area.) Its transmitter is co-located with NBC television affiliate WPXI in Pittsburgh.
WSHH signed on in 1948 as WJAS-FM, and was a very successful easy listening station during the 1970s and 1980s. During that time, it adopted the current WSHH call letters and Wish brand, even though it didn't adopt the current adult contemporary format until 1989.
The "Wish 100" brand was assumed in the mid-1970s, at a time when easy listening FM stations, once created out of necessity to meet FCC non-duplication requirements, were starting to become profitable. Mostly automated sister stations of AM outlets, usually Top 40 or adult contemporary, easy listening FM stations were cheap to operate, catering to "at-work" listeners with little DJ talk between records.
During the 1970s, beautiful music was well represented on Pittsburgh radio. WKJF (93.7) was the leader for many years. It later became WKOI, and finally WJOI in 1974. KDKA-FM (92.9) also played automated beautiful music during the day and classical music at night. It became WPNT in 1979 with beautiful music (no more classical) and live announcers. By the late 1970s, WSHH was the number 2 station behind KDKA-AM. They had a full staff of live announcers. In 1982, Nationwide Communications fired most of the staff replacing them with an automated "live assist" format. John Ford was the last live announcer before the switch.
During Wish's halcyon years, the station had only two announcers for the 24-hour broadcast day...program director and morning announcer Joe Fenn and afternoon announcer Tom Malloy. Both men would work a live four-hour on-air shift, but their pre-recorded voices would be heard for the remaining 8 hours.
Wish was sold in 1984 to its current owner, Renda Broadcasting Corporation. It was the first major market FM acquisition for company president Anthony F. Renda, who had also owned WIXZ (now WGBN) in suburban McKeesport during the 1970s (he would buy this station back by the end of the 1990s) and had acquired WPXZ and WECZ in Punxsutawney three years prior to the acquisition of Wish.
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Wikipedia