Broadcast areaFinger Lakes and Rochester metropolitan area
Frequency102.3 MHz (HD Radio)
BrandingSunny 102.3
FormatAdult contemporary
SubchannelsHD2: Cool Oldies (Oldies)
HD3: The Breeze (Soft AC)
First air date
July 16, 1974 (1974-07-16) (as WCGR-FM)
Former call signs
WCGR-FM (1974–1975)
WFLC (1975–1989)
WLKA (19893-3–1996)
WMHX (1996–1998)
WISY (1998–1999)
WMAX-FM (July 30–August 2, 1999)
WISY (1999–2006)
Call sign meaning
W Voice Of Rochester
Technical information
Facility ID8505
ERP3,400 watts
HAAT86 meters (282 ft)
Transmitter coordinates
42°51′47″N 77°19′22″W / 42.86306°N 77.32278°W / 42.86306; -77.32278
WebcastListen Live

WVOR (102.3 MHz) is a commercial FM radio station licensed to Canandaigua, New York, and serving the Finger Lakes region and part of the Rochester metropolitan area. It broadcasts an adult contemporary radio format and is owned by iHeartMedia.[1] In much of November and December, WVOR switches to all-Christmas music. The studios and offices are located at the Five Star Bank Plaza building in downtown Rochester

WVOR has an effective radiated power (ERP) of 3,400 watts. The transmitter site is on Bliss Road at Hickox Road in Canandaigua.[2] WVOR broadcasts using HD Radio technology. The HD2 digital subchannel plays Oldies music.[3] The HD3 subchannel carries the iHeartRadio Soft AC music service known as "The Breeze."


On July 16, 1974 the station signed on the air as WCGR-FM, a simulcast of middle-of-the-road station WCGR 1550 AM.[4] It became WFLC in 1975[5] and dropped the WCGR simulcast in favor of country music;[6] the call letters stood for "Wayne Finger Lakes Country."[7]

The call letters changed to WLKA on May 15, 1989. On February 19, 1996, the station changed its call sign to WMHX; the station then changed to WISY on March 1, 1998, to WMAX-FM on July 30, 1999, back to WISY on August 2, 1999. and to the current WVOR on June 27, 2006.[8] The WVOR call sign was "parked" on 102.3 after the station that held that call sign, a heritage Rochester FM station now known as WDVI, changed its call sign and format in 2006.

To avoid cannibalizing WDVI's audience while it was a adult contemporary music station, WVOR focused its marketing efforts on its city of license, targeting Canandaigua and the western Finger Lakes. The station remains operated out of iHeart's Rochester offices and carries the company's syndicated Murphy, Sam & Jodi morning drive time program as well as evening request and dedication show Delilah. Some other shifts are voicetracked by DJs from other iHeartMedia stations.


  1. ^ "WVOR Facility Record". United States Federal Communications Commission, audio division.
  2. ^ Radio-Locator.com/WVOR
  3. ^ "HD radio".
  4. ^ Broadcasting Yearbook 1975 (PDF). 1975. p. C-126. Retrieved September 20, 2014.
  5. ^ "Call letters" (PDF). Broadcasting. September 8, 1975. Retrieved September 20, 2014.
  6. ^ Broadcasting Yearbook 1976 (PDF). 1976. p. C-131. Retrieved September 20, 2014.
  7. ^ Broadcasting-Cable Yearbook 1981 (PDF). 1981. p. C-156. Retrieved September 20, 2014.
  8. ^ "WVOR Call Sign History". United States Federal Communications Commission, audio division.