It was initially launched as Meow FM, which was a talk-based channel and served Delhi, Indore, Mumbai and Kolkata.

[3] It is an India Today Group venture and its format was directed at a female audience.

[4] In September 2010 the channel had changed its name to OYE-FM and programming to a Filmi format.

In December 2016 it rechristened to the current avatar of ISHQ 104.8 FM.

The station's catchy jingle "DO THE ISHQ, Baby" has been composed by Sachin-Jigar.