This station is the third to use the KFRC-FM call letters in San Francisco. The first dates back to 1961; more about that station here. The second version of KFRC-FM followed KXXX at 99.7 on the dial in 1991. That version of KFRC-FM had been an oldies station for most of its existence, becoming “The New Movin’ 99.7” with a rhythmic adult contemporary format in 2006.
This iteration of KFRC-FM came into being when owner CBS Radio (later to become Entercom and then Audacy) killed off its failing Free FM format on KIFR at 106.9 FM and brought back the venerable set of call letters. On May 17, 2007, the station was relaunched with a Classic Hits format, playing popular music from the 1960s through the 1980s under the guidance of former KWSS programmer Mike Preston. The 99.7 FM frequency that had been KFRC-FM became KMVQ.
With Dave Sholin manning the morning shift (“This is a dream come true”, he told the San Francisco Chronicle), the station was housed in newly-built studios at CBS Radio’s Battery Street complex. Celeste Perry would soon move from the midday slot to co-host mornings with Sholin with Sue Hall brought aboard for middays.
It lasted less than 18 months. On October 27, 2008, the music stopped at KFRC-FM and the station became a 24/7 simulcast of the KCBS all-news format. CBS Radio San Francisco senior vice president and market manager had convinced corporate brass that adding the powerful 106.9 FM signal would help KCBS move past perennial market leader KGO in the ratings. He was right; within a year, the combined AM and FM ratings for KCBS topped KGO.
RELATED EXHIBITS:
A Brief History of 106.9 FM in San Francisco
