In 1947, Rollins’ older brother, O. Wayne Rollins, moved to Lewes from Georgia and joined him in the business in Delaware. The following year, the brothers founded Rollins Broadcasting and bought 1460 WRAD, an AM radio station based in the rural town of Radford, Virginia. As television continued to intrude on the traditional radio market, Rollins Broadcasting took advantage of falling radio station prices by increasing its holdings and launching programming targeted toward African-Americans. Rollins then developed a coordinated approach to advertising by buying billboards that allowed him to offer clients multiple advertising venues for their products. In 1956, Rollins Broadcasting expanded its business into television.