Walnut Media Revives WOW on Omaha's AM 590

RADIO ONLINE | Wednesday, July 1, 2026 | 2:51pm CT

Walnut Media

Walnut Media has acquired Sports KXSP-AM (590)/Omaha and will relaunch the station as AM 590 WOW, restoring the legendary WOW call letters to the market while expanding the locally owned company's radio portfolio. The rebrand takes effect July 6, when the 5kW outlet will debut a full-service sports format featuring ESPN programming, local sports talk and expanded coverage of University of Nebraska athletics.

Following FCC approval Walnut Media will restore the historic WOW call letters to the 590 AM frequency. Originally assigned in 1926, the call sign returns during its 100th anniversary year, making WOW one of Nebraska's oldest radio outlets.

"This is an incredibly exciting moment for our company and for sports fans across the region," said Walnut Media President Patrick Combs. "We are proud to add this historic signal to our group and are excited to offer not only top-notch sports content, but also give Husker fans a powerful regional signal."

Beginning this fall, AM 590 WOW will become the Omaha metro's new flagship for Husker Athletics, carrying football game-day coverage, men's and women's basketball, volleyball, baseball and Sports Nightly. Walnut Media said the station's enhanced signal will improve coverage for Nebraska fans across eastern Nebraska and western Iowa.

"Walnut Media's commitment to local broadcasting and regional sports coverage makes them an outstanding partner for Husker Athletics," said Brandon Meier, Senior Associate Athletic Director for Marketing and Media. "The enhanced reach and signal strength of AM 590 will provide tremendous value to Nebraska fans across the region."

The weekday lineup will combine ESPN's national personalities with local sports programming.

Walnut Media Vice Chair Nick Seline said the acquisition strengthens the company's ability to serve both listeners and advertisers. "We are pleased to add one of the largest and most historic stations in the Midwest to our growing media family," he said. "This investment will give us added ability to serve both our listeners and our advertisers."