WWWR is a Southern Gospel formatted broadcast radio station licensed to Roanoke, Virginia, serving Roanoke and Roanoke County, Virginia. WWWR is owned and operated by Perception Media Group, Inc.
The original call letters were WRKE when the station signed on in April 1957. In 1959, the call sign became WHYE ('Y' Radio) with a very slick top-40 presentation. To get attention, the first day of programming featured the song "The Old Mummer's Strut", by The Nu Tornadoes, played continuously. The success was immediate. However, WHYE was hampered by its daytime-only license against WROV-AM's 24-hour broadcast day, and by July of 1964 had flipped to country. They saw success again for a year or so until WSLS changed to full-time country music programming. In 1966, WHYE became WPXI, again a Top-40 format slickly presented, And again, hampered by being daytime only. WPXI sputtered to an end in 1968. The next format and call letters were R&B and WTOY.