Entercom Brings Back A Second Lily Pad For ‘Froggy’

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On November 16, 2017Entercom completed necessary divestitures tied to its merger with CBS Radio, in order to comply with local ownership regulations. Among the stations sold was a Class A FM that served as a simulcast partner with Northeast Pennsylvania’s dominant Country station.


There’s no longer any concern about a loss of listeners in the area where this Class A is. That’s because an FM translator licensed to this city will soon return “Froggy 101” to the southern portion of the Scranton-Wilkes Barre market.

In a deal finalized February 25 and filed with the FCC on Monday (3/11), Entercom is acquiring W282AP, which holds a Construction Permit for a 250-watt signal at 103.9 MHz in Bloomsburg, Pa. The price: $55,000.

This will greatly assist Entercom in bringing its originating station, Class B WGGY-FM 101.3, back to the Bloomsburg area. While WGGY possesses one of the best signals in Northeast Pennsylvania, and enjoys a booster in Stroudsburg and Honesdale, it cannot be received well in Bloomsburg due to distance and terrain.

That’s why the station formerly known as WGGI-FM was a simulcast partner of WGGY-FM. However, the combination of CBS Radio and Entercom required Entercom to sell one FM station in Scranton-Wilkes Barre. The choice was WGGI, which went to Educational Media Foundation and is today WKBP-FM, at 95.9 MHz.

Entercom Pennsylvania SVP/GM Ryan Flynn, who signed off on the acquisition, confirms to RBR+TVBR that the translator will be used to simulcast WGGY-FM. There is no timetable as to when Froggy 101 will return to Bloomsburg via the translator.

The FM translator’s seller is Columbia FM Inc., led by President Joseph F. Reilly. He’s the owner of the translator’s current rebroadcast station: WHLM-AM 930 in Bloomsburg, a Talk station. WHLM airs a Talk format simulcast on nearby WBWX-AM 1280 in Berwyn, Pa., and various translator partners and is expected to remain in place following the translator sale.

Entercom’s presence in Bloomsburg dates to July 1999, when it acquired the former WGGI-FM from Sinclair Communications as part of a 43-station deal valued at $821.5 million. Sinclair had picked up WGGI-FM in January 1998 from Emro Communications for $850,000.