On February 20, its former owner took the station silent under Special Temporary Authority from the FCC for “technical” reasons. Two months later, this AM radio station licensed for 5kw from a single tower in Omaha was sold.
Now, as expected, Walnut Radio LLC has resurrected the station’s former branding, leading some to simply say, “WOW.”
That’s because the station formerly known as Sports Talk KXSP-AM 590 under previous owner SummitMedia has used its $40,000 investment in the forlorn property by restoring the WOW brand — the station’s call letters from 1926 through 2005.
In the 1970s WOW was a Top 40 station; in the early 1980s WOW became a Country station. Today, the newest incarnation of “WOW” will feature spoken word similar in theme to that heard on KXSP, with “Sports. Talk. Huskers.” the station’s new tagline as the WOW-AM call letters return to the facility.
That’s the result of the approval of a petition filed with the FCC asking that the historic WOW-AM call sign return to the station.
“This is an incredibly exciting moment for our company and for sports fans across the region,” said Patrick Combs, President of Walnut Media. “We are proud to add this historic signal to our group and are excited to offer not only top-notch sports content, but also give Husker fans a powerful regional signal.”
WOW will also celebrate its newfound status as the Omaha market home for Husker Athletics, starting this autumn.
“Walnut Media’s commitment to local broadcasting and regional sports coverage makes them an outstanding partner for Husker Athletics,” said Brandon Meier, Senior Associate Athletic Director for Marketing and Media. “The enhanced reach and signal strength of AM 590 will provide tremendous value to Nebraska fans across the region.”
ESPN Radio programming will largely air across the weekday lineup, with a local program — hosted by Nick Handley and Grant Hansen — airing in afternoon drive.
Locally owned Walnut Media adds WOW to a group of radio stations comprised of Christian Talk & Teaching KCRO-AM 660 in Omaha; Oldies KIBM-AM in Council Bluffs, Iowa; Rocker WRXQ-FM 100.7 in Coal City, Ill.; Oldies KXCB-AM 1420 & K293CX, Country KHUB-AM & K255DF, and Adult Contemporary KFMT-FM “Mix 105.5” in Fremont, Neb.
