The station began broadcasting on 14 May 1990 with a view to providing Birmingham with a locally orientated service that would give priority to the city as opposed to the West Midlands as a whole.
The frequency that had been specified by the Independent Broadcasting Authority coupled with the relatively low output of its transmitter (when compared to its rivals) made listening a frustrating business.
Birmingham native John Ryan was brought in from local radio in Ireland to present the breakfast show; by the middle of 1993, the financial losses were under control, and Buzz FM started to go into profit.
[6] At this time Buzz FM sounded like a very slick, commercial and vibrant station in a radio market that was becoming increasingly competitive.
Not even the recruitment of some former BRMB presenters (including Brendan Kearney and Graham Torrington) helped to improve the station's fortunes.
[8] The station's licence was due to expire at the end of 1994; Murfin filed for a renewal, and the Radio Authority had offered a new frequency (102.2 MHz) and stronger technical facility for the next franchise term, but competing applicants showed up.