While the Bay Area’s 99.7 FM frequency has been filled since 1949 when NBC put KNBC-FM on the air as a sister station to KNBC (later KNBR), the KMVQ era dates only to 2007.
At that time, the station was known as KFRC-FM and had launched a rhythmic adult contemporary format known as “Movin’ 99.7” . Owner CBS Radio decided to shift the KFRC-FM call letters to the 106.9 frequency that had used the call letters KIFR for about 18 months while carrying the “Free FM” talk format.
The station would evolve into more of a Top-40 sound. In 2010, the brand was changed to “99.7 Now”.
The 2017 merger between Entercom and CBS Radio led to the divestiture of several stations to allow the merged company to remain within Federal Communications Commission ownership limits. Bonneville began to operate KMVQ, KUFX, KBLX, and KOIT under a local marketing agreement in November 2017.
In the summer of 2018, Bonneville completed a transaction that gave the company ownership of the four stations. The reported sale price was $141 million.
2020 saw KMVQ and other stations in the Bonneville cluster move to new facilities in Daly City.
In November 2025, KMVQ and the other Bay Area Bonneville stations were sold to Connoisseur Media for a total of $10 million, a substantial write-down from their value just eight years earlier.
