On its face, WPYB could easily be mistaken for any other smaller AM station in the area. However, Benson's radio voice was the very first broadcast property of George Beasley, owner of present-day radio giant Beasley Broadcast Group and the founder of Goldsboro's WYED-TV 17 in 1988, which is now NBC owned and operated affiliate WNCN-TV. Beasley signed on WPYB in 1961 with only 500 watts at 1580 AM. The station upgraded to its present 1,000 watts on 1130 AM eight years later. Beasley has long since sold 1130 AM, letting it gowhen he bought WFMC in Goldsboro. The daytime-only broadcaster is now owned by Leon and Sue Tart. WPYB has a construction permit to again boost their power, this time to 6,500 watts daytime power with 1,000 watts during critical hours.