The AM radio station's call letters were changed to WWWE (purportedly for Embrescia or Entertainment) and adopted the 3WE brand; WKYC-FM became WWWM (purportedly for Mileti or Music); both changes took place on November 16, 1972. WWWE retained WKYC's easy listening/MOR format, but also added radio broadcasts for both the Cleveland Indians and Cleveland Cavaliers as Mileti owned both teams; WERE (1300 AM) had previously served as the flagship for both. Pete Franklin also joined the station from WERE and hosted "Sportsline", a five-hour long weeknight sports call-in show that also followed Indians and Cavaliers games, quickly becoming a legend with his acerbic personality, boasting that the station's nighttime signal could be heard in "over 38 states and half of Canada."