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In page WWLV:
"On March 14, 2010; the station began leasing its frequency to the Educational Media Foundation, who switched the station to K-LOVE. Station owner Gig Hilton said advertisers were unwilling to buy time on the station because it attracted an older demographic, and the big companies who owned several stations could offer cheaper advertising rates. The recession made the deal from Educational Media Foundation very attractive. Hilton did say switching back to oldies would be considered if the situation changed or if he was able to move the transmitter closer to Charlotte (see below). He also said that many listeners had complained.[5] The station's call letters were changed to WWLV to better reflect its new format in late March 2010.
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