3WM
| Company type | Private |
|---|---|
| Industry | Broadcasting |
| Founded | September 11, 1933 |
| Headquarters | Horsham , Australia |
Area served | Wimmera Mallee, Victoria, Australia |
| Products | Radio broadcasting |
| Parent | Ace Radio |
3WM is a broadcasting station located in Horsham, within the Wimmera Mallee area of Victoria, Australia. It transmits on the AM band at 1089 kHz and also provides FM coverage near Ararat at 96.1 MHz and in Nhill on 92.9 MHz.
The station’s Horsham FM transmission was recently relocated from Mt Zero to Dooen, utilizing the 3WV site. This transmission occurs through antennas mounted on the 500-foot AM tower, employing an iso coupling system shared with ABC News Radio.
3WM operates as a component of the Ace Radio network.
History
The station began its operations on 11 September 1933 under the call sign 3HS Horsham. On 16 May 1936, ownership transferred to 3DB, a subsidiary of Melbourne’s The Herald and Weekly Times. Later that year, on 24 December 1936, the call letters were altered to 3LK, and both studios and transmitter were moved to Lubeck,[1] aligning with the updated call sign.
At this time, 3LK did not maintain a dedicated local studio in Wimmera; programming mainly originated from 3DB Melbourne, with limited locally produced segments created by 3DB personnel. The station actively supported numerous community events and charitable causes across Wimmera and Mallee. Its branding transitioned from 3DB Melbourne, 3LK Central Victoria, the Herald-Sun stations to 3DB Melbourne, 3LK Wimmera Mallee, the Herald-Sun stations.
By 1970, plans were underway to relocate the studio back to Horsham, installing new AWA consoles and landline technology. Key figures included Chief Engineer Harold Boast (retired), technician Neil Marks, studio reconstruction leader Steve Gregory, and manager Les Bradley. The callsign was changed to 3WM—standing for Wimmera Mallee Bright in the Middle of your dial—reflecting a renewed emphasis on local service.
Under management that included Geoff Chisholm—who later established Chisholm HiFi—the station reconnected with its audience by deploying a fully equipped mobile studio borrowed from 3DB for live event coverage at community locations. These outside broadcasts supported hospitals and regional gatherings such as those held in Boort.
Initially, 3WM transmitted using valve-based AWA BTM5 equipment at 2000 watts power through a Marconi Tee antenna strung between two 150-foot masts. Over time, transmission power was increased to 5000 watts, and facilities were moved to a new site south of Lubeck.
In July 2022, the station extended its FM broadcast reach to include the Ararat area on frequency 96.1 MHz.[2]
Current Programming
A significant portion of 3WM’s programming is sourced from 3AW Melbourne. Its sister station, Mixx FM Wimmera Mallee—also part of the Ace Radio group—operates across three frequencies: 101.3 MHz in Horsham, 94.5 MHz near Lawloit close to Nhill, and 98.5 MHz in Ararat.