1990, Ross also was instrumental in getting a new station on-the-air on 96.9 MHz. That station—then known as WMKB—was never owned by Ross, but later was signed on as contemporary Christian station WREQ. For a brief time, WMKB simulcast the WEHH signal. Ross formally sold WEHH to Pembrook Pines in 1999, after which it went dark for several months. Adding a translator It returned to the air in 2000 24/7 with reduced nighttime power, directional at 1600 kHz, using a satellite-delivered adult standards format. The station now uses three towers off Lake Street in Elmira. A translator station was added to simulcast the programming on FM. From September 2013 until some time in spring 2014, WEHH simulcast on WGGO and WOEN, two sister stations in Cattaraugus County, as Sound Communications prepared to buy the Pembrook Pines station cluster. Antitrust concerns were raised about the sale. (Sound already owned a large number of stations in Elmira.) As a result, WEHH was spun off to a different owner, forcing the end of the trimulcast. Tower Broadcasting is the current owner of WLVY. The company is led by Gordon Ishikawa, who, as his company name implies, specializes mainly in ownership of broadcast towers. WLVY is one of a handful of broadcast stations in the U.S. to carry a dual city of license. The station is licensed to both Elmira Heights and Horseheads. WLVY simulcast and call sign change On January 2, 2023, WEHH changed their format from adult standards to a simulcast of Top 40/CHR-formatted WLVY 94.3 FM Elmira. The programming moved to WEHH full time and the simulcast ended shortly afterward, following the consummation of the sale of WLVY to Family Life Ministries and its switch to a Christian radio format as WCIH. WEHH assumed the WLVY call sign on January 20, 2023. Previous logo References External links North East RadioWatch LVY (AM) Contemporary hit radio stations in the United States Radio stations established in 1956 1956 establishments in New York (state)