from the 1950s and 1960s, and changed its call letters to WYCL (which stood for "Way Cool"). As time went on, they phased out the 1950s music to include more 1970s songs. Then, in late 2004, the station's owner, now iHeartMedia, Inc. (formerly Clear Channel Communications), switched the format to "My 107.3", and played 1970s and 1980s music. However, the "My 70s, My 80s" positioner was discontinued and the station used "My Variety" as its main positioner, in order to include a slightly wider variety of music. The playlist remained mostly 1970s and early 1980s, with a fair amount of 1960s and other 1980s songs, making it a classic hits format. For three years after the September 11, 2001 attacks, the station played breaking news bulletins every hour on top of the hour (first provided by ABC News, then by Clear Channel Worldwide News), as well as "The Star-Spangled Banner" at the start and close of each workday. In February 2010, the station ceased the "My 107.3" format and began simulcasting sister station WMXC. On February 26, 2010, at 8:00 a.m., WYCL flipped to rhythmic adult contemporary format, branded as "107.3 The Groove". The first song on The Groove was "Into the Groove" by Madonna. On March 5, 2010, WYCL changed their call letters to WRGV to go with "The Groove" branding. After a year as a Rhythmic AC, WRGV evolved to Rhythmic Top 40 in April 2011. On September 2, 2011, WRGV changed their format to Top 40 (CHR), branded as "107.3 Hit Music Now". It featured the syndicated Elvis Duran Morning Show and former WABB staffers Reid and Matt McCoy. On July 20, 2015, WRGV rebranded as "107.3 Kiss FM". On December 8, 2017, at 5 p.m., after playing "1-800-273-8255" by Logic featuring Alessia Cara and Khalid, WRGV adopted W262BL/WMXC-HD2's urban contemporary format as "107.3 The Beat". The first song on "The Beat" was "Love" by Kendrick Lamar featuring Zacari. References External links WRGV official website RGV Mainstream urban radio stations in the United States IHeartMedia radio stations 1976 establishments in Florida Radio stations established in 1976