In 1947 WARC Radio 950 was granted a license by the FCC. S.W. Townsend was the company President and Stewart M. Frame was the Teasurer. The first studios were in the Sagamore Hotel at 111 East Avenue in the space vacated by WHAM Radio when they moved over to their new building on Humboldt Street. One of it's first employees was Nick Nickson.

 In 1953 the station was purchased by Star Broadcasting, which was owned by the Forman Brothers, Maurice and Ben. The station name was changed to WBBF.

 It would become Rochester's Rock and Roll station and number one in the ratings for years. Names of the broadcasters over the years reads like a "who's who" of Rochester announcers.

 Mort Nusbaum, Jerry Fogel, Leon Margaritte, Joe Deane and Jack Palvino with engineer Donald and newsman Dick Tobias. In later years you had Ferdinand Jay, Matt Rinaldi, Larry White, Jessica Savitch, Ron DeFance, Bob Boher, Tom George, Mike O'Brien, Rich Funke, Officer Hank, Jeff Howlett, Mark Cronin, Jack Kinnicutt, Toby Gold, Bob Longo and Tim Kincaide.

 In the 1970's the studios were in Midtown Tower. In the mid 1980's they moved to the top 2 floors of the B. Forman Building. Music on FM stations would bring the WBBF glory years of rock and roll to a close.

In 1989 they tried country music. A year later they switched to adult standards and changed the call letters to WEZO. They also tried talk radio. In 2000 the call letters returned to WBBF and they were simulcasting oldies from 93.3 FM. Station ownership passed from the Formans to LIN Broadcasting and then to Heritage Media.

In 1998, 950AM was purchased by Entercom.  They decided to do something different with the 950 signal and in August 2002 went on the air with News/Talk 950.

The call letters were changed to WROC-AM to strengthen the stations connection in news with WROC-TV8. (The WROC-AM call letters had been used in the 1950's into the 1980's on 1280am).