The station is owned by iHeartMedia and broadcasts a hot adult contemporary radio format focusing on music from the 1990s to the present.

KBIG was heard from Santa Barbara to San Diego, including the large audience in Los Angeles.

The station became popular as it presented an island theme and scheduled music, news, and commercials on a different sequence from his competitors.

The KBIG call letters were selected in honor of the station's original disc jockey, Carl "Mr. Big" Bailey.

At the time of its launch, the stations aired a beautiful music format, playing lush instrumental versions of Hollywood, Broadway, and pop songs with an occasional vocal.

The ad, a 30-second spot which began airing on January 31, suggested that people listen to KBIG because it does not play Manilow's music.

The lawsuit was filed in Orange County Superior Court by Los Angeles attorney C. Tucker Cheadle.

During this time, KBIG-FM briefly became the Los Angeles area affiliate to the nationally syndicated love-song and dedication show Delilah.

On July 18, 2005, KBIG-FM made sweeping changes to its presentation by reducing commercial time and airing 30-minute music blocks.

On August 17, 2006, KBIG-FM picked up new competition when Emmis Communications changed longtime country station KZLA to rhythmic adult contemporary as "Movin' 93.9 KMVN".

[8] The move gave Los Angeles two stations with a rhythmic-sounding direction aimed at adults, even though KBIG-FM technically aired a hot AC format.

But after a shaky start in its first two Arbitron ratings books, KMVN did move up in the Spring 2007 period, while KBIG-FM saw a dip.

On September 17, Charlie Tuna confirmed a change was coming when he announced on his website that he was leaving as morning host after seven years on KBIG.

In an interview with R&R magazine, Clear Channel Los Angeles vice president of programming Michael Martin said, "With today's consumer wanting to custom tailor everything to their liking, the name MY is a perfect brand for radio.

Extensive, market research and continual-weekly music information to keep the station familiar, fun and family friendly."

Martin continued, "MY is designed to sit right in the middle of STAR 98.7 KYSR (which has evolved to Alternative) and Mainstream AC rival KOST 103.5, playing a great mix of music styles and eras.

Denes added, "104.3 MYfm will play adult hits like Kelly Clarkson, Beyonce, Christina Aguilera, Fergie, Justin Timberlake, John Mayer, Shakira, Madonna, Santana and much more.

The show aired in the same Sunday morning time slot as prior to the "MY" flip, until Casey retired from the program on July 5, 2009.

Disco Saturday Night was carried by KBIG-FM for nearly a year after the format change, but after Labor Day in 2008, the show was replaced by 8 Hours Of 80s, which ran until the Spring of 2009.

On January 23, 2006, KBIG launched HD Radio subchannel KBIG-HD2, branded as "Studio 104", and focused on disco hits.