 The WROC call sign was adopted in 2002 when the station adopted a second-tier conservative talk format featuring "The Laura Ingraham Show" and "The Radio Factor"; the station switched to progressive talk radio upon the launch of Air America Radio in 2004, a format it held until 2008, when it adopted its current sports format.The WBBF calls are now in use in Buffalo, New York.Aside from sports play-by-play, WROC runs a straight feed of ESPN Radio outside a few programs (syndication of "One Bills Live" and "The Sports Bar with Mike Danger and Gene Battaglia") on weekdays and some part of the morning hours on the weekends.