Universal Media Access has flipped Spanish Christian 540 WLIE Islip NY to South Asian “Bolly 540” WBWD.
The format matches that of co-owned “Bolly 92.3” KSJO San Jose CA, which features a mix of in-house and brokered programming targeting the South Asian Desi audience. The station is promoting itself as the “Tri-State Area’s ONLY 24/7 Bollywood Station”.