never able to beat WCOS-FM in the ratings. WHKZ was sold in 1994 to the owners of WCOS-FM, Benchmark Communications. Benchmark kept the country format on 96.7 as a flanker to protect WCOS-FM, but over time, the station's ratings had started to erode. By 1998, Benchmark was sold to Capstar Broadcasting. Since there was no need for two country stations under the same ownership as well as declining ratings, the decision was made to change WHKZ to a new format. Over Labor Day Weekend in 1998, WHKZ dropped the country format for brief simulcasts of Capstar sister stations WCOS-FM and WVOC. After the stunting, WHKZ flipped to soft adult contemporary music with the name "Lite 96.7" and the new call letters of WLTY. Variety Hits Despite the changes, Lite 96.7 never really took off in the Columbia market. After seven years of mediocre ratings against the dominant adult contemporary station, 106.7 WTCB, WLTY flipped on August 16, 2005 to variety hits as "Steve FM," rumored to be named for University of South Carolina college football coach Steve Spurrier. Spurrier was actually affiliated with WISW. After a year, Steve-FM was able to finish in the Top 5 in the Arbitron ratings, something that has not been achieved on the signal in over a decade. On December 8, 2015, "Steve", as his namesake did weeks earlier, decided to resign from 96.7 after 11 years. Listeners were asked to choose a new name at Steve FM's website, with that name being revealed on December 14 at 8 AM. At that time, "Steve" came back out of retirement after just under a week, claiming he just needed some time off. The station is owned by iHeartMedia, which also owns Sports talk WCOS-AM, country WCOS-FM, CHR WNOK, Urban contemporary WXBT and News/Talk WVOC in the Columbia radio market. References External links Steve FM's website WLTY on iHeartRadio LTY Radio stations established in 1974 IHeartMedia radio stations