WDUV [SEP] licensed to broadcast to
, WDUV became licensed in New Port Richey with transmitting facilities in Holiday, while WTBT, whose transmitter was located in Riverview, became licensed in Bradenton. (WTBT, now WFUS, has since been relicensed to Gulfport.) While the 105.5 transmitter is more powerful, it is also further away from the population center of the Tampa-St. Petersburg-Clearwater market than 103.5's transmitter. Because WDUV is aimed at an older audience, Cox saw more potential gain with WTBT at 103.5.
Shortly after the swap,
signing on in October 1963, with a beautiful music format, WDUV was formerly licensed to Bradenton in Manatee County and formerly broadcast at 103.3 FM. The station originally shared the same studio facilities on Tamiami Trail in Bradenton with WBRD AM 1420, and the Bradenton news bureau of ABC network affiliate WXLT-TV 40 (now WWSB). At the time, all three stations were owned by the same family.
In the early-1990s, WDUV relocated its frequency to 103.5 FM, to improve its coverage area in the Tampa Bay