WLFV (98.9 MHz) is a commercial FM radio station, licensed to Midlothian, Virginia and serving the Greater Richmond Region. The station is branded as "K-Love" and features a Contemporary Christian format. The station is owned by Educational Media Foundation (EMF). WLFV's transmitter is off Basie Road in Henrico, Virginia.

History

WJMA-FM signed on November 22, 1971, on 96.7 MHz from Orange, Virginia. It was co-owned with WJMA (1340 AM, now WVCV). In 2003, the station ended up in the hands of Maniquad Communications, which at the time was the owner of rimshots WBBT-FM in Powhatan and WARV-FM in Petersburg. Maniquad filed to move WJMA-FM to 98.9 FM in Richmond proper, and the station began broadcasting from its new facilities in March 2005. Prior to becoming K-Love in 2017, WLFV was owned by Alpha Media. The station featured a country music format branded as "The Wolf," and was simulcast on co-owned WARV-FM. On December 5, 2016, EMF filed an application with the FCC to purchase both WLFV and WARV-FM for $2 million. On March 22, 2017, following the consummation of EMF's purchase, WLFV began stunting, directing listeners to sister station WWLB (the classic country-formatted "Hank FM"). On March 23, 2017, WLFV went silent in advance of its impending flip to K-Love. WLFV remained off the air for three weeks while EMF repaired a failed satellite dish mount. Finally, on April 14, 2017, WLFV returned to the airwaves as K-Love. Despite the change in ownership and format, the station retained its WLFV call letters.