slogan "Today's Best Music", rivaling the newly launched KCHQ-FM, "Channel 105.1", which returned the top 40 format to the market after a six-year absence. Both stations were often head-to-head in the ratings until November 2000, when KCHQ shifted to a 1980s’ hits format. However, in January 2001, KKOB-FM also switch to a 1980s format, putting the two stations in competition once again. KKSS, which had been facing a fierce rhythmic contemporary battle with KYLZ-FM, become the area's Mainstream Top 40 outlet a few weeks later. In November 2002, KKSS was sold to Hispanic Broadcasting and returned to Rhythmic Top 40. KCHQ had dropped the 1980s format in the Fall of 2001, but the format continued to lose steam on KKOB-FM. Therefore, on Christmas Day, 2002, KKOB-FM returned to the Top 40 format and once again was using the three-letter 'KOB' identification in its branding. KOBQ On November 15, 2019, "93.3 KOB FM" rebranded as "93.3 The Q," using a new call sign KOBQ, but with no change in format. The change was made in part to avoid confusion with sister station KKOB AM, who recently added an FM translator at 94.5 MHz. The KKOB-FM call letters were reassigned to 96.3 FM (formerly KBZU) on January 6, 2020, when that station began simulcasting the news/talk format of KKOB. References External links 93.3 The Q official website OBQ Contemporary hit radio stations in the United States Cumulus Media radio stations Radio stations established in 1967 1967 establishments in New Mexico