Workers at CHOV unionized and labour disputes at the channel led to management closing the station and selling it to new owners.

[citation needed] The television station was purchased by J. Conrad Lavigne in 1977, adopting the callsign CHRO and becoming part of the MCTV system in 1980.

In 1981, Mid-Canada Communications also purchased the radio station; it subsequently adopted the CHRO callsign as well.

In October 2007, Astral Media acquired Standard Broadcasting's terrestrial radio and television assets, including CHVR.

[4] On May 28, 2019, as part of a country-wide format reorganization by Bell, CHVR rebranded as Pure Country 96.7.