The station went on the air as WSWW-FM. ("South West Wisconsin"). WSWW-AM and WSWW-FM were owned by Bob and Mary Bodden from 1955 to 1983. In 1983, the stations were sold to Edward Kramer of Kramer Broadcasting and the call letters were changed to WTOQ-AM and WKPL-FM. In 1995, the stations were sold to an investment group led by Paul Braun. On 1995-09-01, the station changed its call sign to the current WPVL-FM. In 1998, as part of a merger with radio stations WGLR-AM and FM in Lancaster, Wisconsin, the group of stations were bought by
Morgan Murphy Media and became known as QueenB Radio. ==Station programming==