The principal shareholders in Sun Parlour Broadcasting were Al Bruner, John Garton Sr., Lou Tomasi and Art Gadd.

The "SP" in the call sign stood for "Sun Parlour," a nickname for the Leamington/southern Essex County region of Ontario.

The switch in frequency was called fine tuning time, and was accompanied by a Lou Tomasi voiced 60-second audio bed series of varying-pitched beeps which helped the listener re-tune (hopefully) to the station where they would be told "you're back on the beam with Cheer Radio".

In 1968, the station was sold to Rogers Communications, although Sun Parlour Broadcasting continued to operate as a separate subsidiary.

As "Channel Seven, Cheer Radio," CHYR/CHIR aired a very contemporary and upbeat MOR music format bordering on Top 40, an approach that might be today considered Hot AC.

On April 22, 2001, the station abruptly dropped its country format after 10 years and flipped to Hot AC branded as 96.7 Cheer-FM, reviving the heritage "Cheer" name.