H. Edward Hale's Carousel Entertainment signed on country WZZI in December 1995. The station flipped to a modern rock format in January 1999. Roanoke residents Karen and Robert Travis purchased WZZI in January 2000, having just purchased WRVX in Lynchburg, Virginia, which they renamed to WZZU. Formats under the Travises included alternative rock "Z101" and oldies "Oldies 101.5". In 2004, Centennial Broadcasting bought the two stations. WZZI began simulcasting WZZU: oldies "Bob-FM" from 2004 to 2006, and classic rock "The Planet" from 2006 to 2009, the latter of which continues airing on WZZU alone. In July 2008, Washington Redskins owner Daniel Snyder announced a purchase of Centennial's four-station Roanoke-Lynchburg cluster by his Red Zebra Broadcasting; the sale fell through and no paperwork was ever filed with the Federal Communications Commission. Centennial instituted a locally focused adult album alternative format on October 12, 2009, branded "101.5 The Valley's Music Place" WVMP. Unusually for an FM music station, WZZI/WVMP was the Roanoke affiliate for Virginia Cavaliers football and basketball from 2007. Broadcasts moved back to longtime home WFIR for the 2012 football season, as the university preferred to partner with a news-talk station. WZZU remains affiliated with the network. Centennial placed WVMP on the market in 2010. Ed Walker's Cityworks Community Broadcasting purchased the station to preserve the AAA format. Walker sold to Dr. William E. "Eddie" Amos' Community Media Group in 2014. Todd Robinson, owner of several full-powered stations in the Roanoke/Lynchburg/Bedford market, began operating WVMP by LMA on August 1, 2016, and announced intentions to purchase the station from Community Media Group on August 3 for $600,000. Dr. Amos cited the decreasing amount of time he had to devote to the station, but was to become a minority shareholder in Robinson's WVJT, LLC. No changes to format or branding came with the agreement. WVJT withdrew the application to transfer control on October 19, and Community Media Group resumed operating the station. WVMP began simulcasting on separately-owned WBZS on December 1, 2016 to better cover the southwestern Roanoke area, Christiansburg and Blacksburg. WVMP's main transmitter on Mill Mountain is heavily shielded to the south and west by mountains. In January 2017, the two stations rebranded as "101.5 and 102.5 The Mountain". Todd Robinson made a second attempt to acquire the station by purchasing Community Media Group itself for $250,000 on October 20, 2017. The sale was granted on December 1, 2017. On February 1, 2018, the AAA format moved to WBZS alone and WVMP switched to a simulcast of oldies/classic hits-formatted WHTU and WZZI. WVMP returned to AAA "The Mountain" on December 1, 2019, as the three-year local marketing agreement with WBZS expired.
