▁the ▁call ▁letters ▁of ▁its ▁AM ▁sister ▁station , ▁becoming ▁W PD Q - FM . ▁ ▁W A IV ▁In ▁ 1 9 7 5 , ▁the ▁two ▁stations ▁were ▁sold ▁to ▁R oun s av ille ▁Broadcast ing ▁of ▁Jackson ville ▁( l ater ▁Aff ili ated ▁Broadcast ing ). ▁AM ▁ 6 0 0 ▁became ▁middle ▁of ▁the ▁road ▁formatted ▁W MB R ▁while ▁ 9 6 . 9 ▁became ▁W A IV , ▁a ▁progress ive ▁rock ▁out let . ▁ ▁Because ▁Jackson ville ▁is ▁on ▁the ▁Atlantic ▁Coast , ▁the ▁call ▁sign ▁represented ▁the ▁word ▁" W ave ." ▁ ▁In ▁ 1 9 8 0 , ▁the ▁call ▁letters ▁for ▁AM ▁ 6 0 0 ▁were ▁switched ▁to ▁match ▁the ▁FM ▁station , ▁becoming ▁W A IV ▁and ▁W A IV - FM . ▁ ▁Both ▁stations ▁were ▁Top ▁ 4 0 ▁out lets . ▁ ▁At ▁the ▁time , ▁the ▁F CC ▁would ▁not ▁allow ▁an ▁AM ▁and ▁an ▁FM ▁station ▁in ▁medium ▁to ▁large ▁cities ▁to ▁sim ul cast ▁full - time , ▁so ▁the ▁two ▁stations ▁shared ▁some ▁hours ▁and ▁were ▁separately ▁program med ▁most ▁hours . ▁ ▁By ▁the ▁mid - 1 9 8 0 s , ▁AM ▁ 6 0 0 ▁had ▁become ▁W OK V , ▁a ▁talk ▁radio ▁station ▁( l ater ▁moving ▁to ▁AM ▁ 6 9 0 ), ▁while ▁W A IV - FM ▁switched ▁to ▁an ▁adult ▁contemporary ▁sound . ▁ ▁W K QL ▁In ▁ 1