WBLA (1440 AM; "Da Branch") is a radio station broadcasting a gospel music format. Licensed to Elizabethtown, North Carolina, United States, it serves the greater Fayetteville area. The station is owned by Baldwin Branch Missionary Baptist Church.
History WBLA signed on August 3, 1956. The station was originally owned by Bladen Broadcasting Corporation and affiliated with the Mutual Broadcasting System. The station originally broadcast at 1450 kHz, running 100 watts with unlimited hours of operation. In 1958, the station's frequency was changed to 1440 kHz and its power was increased to 1,000 watts, with daytime operations only. In 1978, the station's power was increased to 5,000 watts. For the next twenty years, WBLA broadcast a community-based country music format, with Robert Hester as its owner-manager for much of that period. Hester sold the station in 1989, after obtaining a construction permit for a Class A FM station, WGQR (105.7 FM).
In 1990, WBLA and WGQR were sold to Sound Business Inc., owned by Lee Hauser and later co-owned by Arthur DeBerry, for $550,000."Transactions", Radio & Records. September 7, 1990. p. 11. Retrieved September 9, 2018. Lee Hauser, who served as its president and WGQR/WBLA's general manager, began managing WJSK and WAGR in Lumberton, North Carolina, when the company bought those stations. Dan Hester, former TV news anchor at WWAY in Wilmington, briefly served as morning Host and General hanager for WGQR and WBLA.Woodard, Jay. "Radio Stations' Sales Under Way," The Fayetteville Observer, August 25, 1993. WGQR and WBLA both aired the Bladen County high school football game of the week."Football Fills Airwaves Across Region Again," The Fayetteville Observer, August 26, 1993. From 1990 to 2006, the stations simulcast an oldies and beach music format,The M Street Radio Directory. 1991 p. 208. Retrieved September 9, 2018.The M Street Radio Directory. 1995. p. 400. Retrieved September 9, 2018.Apel, Steve; Devine, Cathy (2001) The M Street Radio Directory. Tenth Edition. p. 413. Retrieved September 9, 2018.Devine, Cathy (2005-2006) The M Street Radio Directory. p. 434. Retrieved September 9, 2018. with WBLA offering brokered programming, primarily from local African-American churches, on Sundays.
In 2004, Beasley Broadcasting attempted to purchase WBLA and WGQR for $850,000, but the Federal Communications Commission disallowed the purchase because Beasley would own too many stations in the market."RadioActive", Airplay Monitor. June 18, 2004. p. 2. Retrieved September 9, 2018.Jacobson, Adam. "FCC Says No To Beasley Deal", Radio & Records. July 1, 2005. p. 4. Retrieved September 9, 2018.
In January 2006, WGQR and WBLA were sold to Christian Listening Network for $875,000.Consent to Assignment, fcc.gov. Retrieved September 9, 2018."Deals", Broadcasting & Cable. December 2, 2005. Retrieved September 9, 2018. WGQR switched to a southern gospel format."Christian Listening Network Announces Promotions And Purchases", All Access Music Group. January 12, 2006. Retrieved September 9, 2018. By 2010, the station had begun airing a gospel format.Devine, Cathy (2010-2011) The M Street Radio Directory. p. 462. Retrieved September 9, 2018.
In 2013, WBLA was donated to Baldwin Branch Missionary Baptist Church.Application for Consent to Assignment of Broadcast Station Construction Permit or License, fcc.gov. Retrieved September 9, 2018. Consent to Assignment, fcc.gov. Retrieved September 9, 2018. The station began online streaming in 2015.
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