of radio programming Jeff Lieberman were that the station was just too ethnic to compete in Sacramento, despite the station's history of ratings success with a predominantly African American staff and audience. A pronounced push to make the station more Hispanic-oriented began with the hiring of a nearly all Hispanic American air staff and the infusion of Spanish into the station's imaging, with the station gravitating to a rhythmic format. Entravision was not interested in retaining Doug Banks or Tom Joyner, so both shows were dropped for good in October 2004. Both syndicated personalities were replaced with a locally based morning show, but KBMB returned to a syndicated morning show with Big Boy's Neighborhood eventually, and added R-Dub's Sunday Night Slow Jams, along with its weeknight component. Only the Sunday morning gospel program "The Gospel Express" was retained in the format tweak. As KHHM, "HOT 103.5" On January 11, 2010, after months of dismal ratings, KBMB dropped "The Bomb," rebranded as "Hot 103.5", and terminated Nikia Moore, the last of its daily African American air talents. With the rebrand, the station also shifted from a hip hop-focused approach to a broader contemporary hit direction that includes primarily pop crossovers that would not have been played in the past. In addition, Big Boy's Neighborhood, with mornings running jockless for a time while a more Latin-friendly morning show was sought. On June 25, 2010, KBMB changed call letters to KHHM to match the "Hot 103.5" moniker. The move coincides with launch of the station's "103 Days of Summer" campaign. In February 2011, KHHM morphed to contemporary hit radio with a Rhythmic lean at first, but would move further into a more Mainstream direction with the addition of artists like The Script, Selena Gomez & The Scene, Coldplay, Christina Perri and Andy Grammer to its playlist, and in April 2011 was moved to Mediabase's Top 40/CHR panel. By September 2011, Nielsen BDS moved KHHM from the rhythmic contemporary panel to the Top 40/CHR panel, as it had become less dependent on Rhythmic hits; BDS still continued to list KHHM as a Top 40/CHR reporter, although Mediabase returned the station back to the Rhythmic panel in 2014. The format shift put the station in further competition with KDND, KZZO and KUDL, as well as KGBY until that station's flip in December 2011. The station would make headlines on November 22, 2016, when, just two