WTAM began broadcast operations on September 26, 1923. It was one of several stations that started between 1922 and 1923 with a call sign assigned sequentially by the Commerce Department with "W" as the first letter and "A" as the third. It was originally owned by S.E. Lawrence and Theodore Willard, in the name of the Willard Storage Battery Company. Initially the station only offered three hours of nightly programming, but soon expanded its on-air lineup. Studios were located in the Willard factory on Taft Avenue at East 131st Street. By June 30, 1924, WTAM was broadcasting with 1,000 watts and sharing the 770 kHz frequency with WJAX.