Licensed to Middleborough Center, Massachusetts, United States, the station serves the Middleborough/Taunton area.
The station is currently owned by Massachusetts state senator Marc R. Pacheco through his MRP Communications and Consulting, LLC.
[8][9] Soon after reassuming control on January 5, 1997,[8] Callahan brought WCEG back on the air with radio reading service programming;[7] the call letters were changed to WVBF on March 21, 1997.
[10] The WVBF call sign had previously been used by 105.7 FM in Framingham from 1971 until 1993, while broadcasting top 40 and adult contemporary formats; that station is now WROR-FM.
From the station's inception, WCEG/WVBF only broadcast during daytime hours with 1,000 watts;[1] however, 2-watt nighttime service was inaugurated in 2002.