The station signed on the air on February 4, 1969. The original call sign was WXLM. It played an
easy listening format, a mix of instrumental
cover versions of popular hits along with soft vocals. It was largely automated. WXLM was a rare stand-alone FM station, with no co-ownership with an AM station, television station or newspaper. In September 1977, the station flipped to
Album Rock in response to rival station WTOC starting a highly successful overnight album rock program in 1976. Before this, Savannah had been without a rock station since
WEAS-FM flipped in the early 1970s. WXLM 97.3 went by the name "97 Rock." The station played long sets of rock music, including
The Beatles,
The Rolling Stones,
Creedence Clearwater Revival and
The Who. In 1980, the station flipped to
adult contemporary music, calling itself "Wave 97". It took new call letters, WAEV. When "WXLM 97 Rock" left the air, Savannah did not have a rock station until
WIXV picked up the format in 1986. WAEV picked up the tempo and evolved into a
hot adult contemporary station as "Mix 97.3" in 1993. After several years of falling ratings and revenue in the early 2000s, the station rebranded to a Top 40—Contemporary Hits sound. It began using the
KISS-FM branding in December 2001, common on other
Clear Channel Communications FM stations such as
KIIS-FM Los Angeles and
KHKS Dallas. It picked up
The Kidd Kraddick Morning Show from KHKS for its wake up program. After several months of further format "tweaking", the station moved into a mainstream mix of Top 40 hits. ==References==