WLVY (1600 kHz) is a commercial AM radio station that is licensed to two adjacent cities in the Southern Tier of New York, Elmira Heights and Horseheads, New York. It is owned by Tower Broadcasting and airs an Top 40 (CHR) radio format. The studios, offices and transmitter are on Lake Street in Elmira. Programming is also heard on an FM translator station, 93.9 MHz W230BB in Elmira. History Early years WLVY signed on the air on with the call sign WEHH. Its original frequency was 1590 AM. WEHH was the third AM radio station in Chemung County and the fifth in the Elmira-Corning market in New York state. Testing on the frequency may have begun as early as 1952, according to documents at the original transmitter site found by former station engineer Jim Appleton. It originally broadcast at 500 watts, with a non-directional pattern, only on the air during daylight hours. The studios were over Oldroyd's Grocery Store on Hanover Square in Horseheads. Later, a new studio facility was constructed on Latta Brook Road east of Route 17 in the town of Horseheads. When an overpass was built on Latta Brook Road at Route 17, the new studio was in the construction area and demolished. Another facility was built just east of the Route 17 overpass (Latta Brook Road has no interchange with the highway). For years, the studio location was identified on-air as Latta Brook Park and during weather reports the forecast was always ended with "the current temperature is ... in beautiful Latta Brook Park." The single tower non-directional antenna was fed by a Collins 550A transmitter in a field across the highway from the station. It stood until a storm in the early 2000s blew it down across Latta Brook Road, according to Appleton. Top 40 and oldies years The station, founded by Frank P. Saia, was owned by the Elmira Heights-Horseheads Broadcasting Company (family owned) for many years and was the first rock'n'roll station in the market. In the late 1950s and throughout the 1960s, area teenagers listened to RadioActive WEHH, Superhit Radio WEHH, and finally Rainbow Radio WEHH. Ed "Knucklehead" Knowles was the station's leading personality in the late '50s and early '60s. He did many Record Hops in the area with his engineer Rod Denson. Other DJs during that time were Bob Welch and Lou Coughlin. In the 1950s and 1960s, students rushed