[3] KGB has local sports talk shows along with play-by-play coverage of San Diego State Aztecs football and basketball, Los Angeles Lakers basketball, San Diego Gulls hockey, and national programming from Fox Sports Radio.

But at night, in an unusual move for an AM radio station, power increases to the maximum 50,000 watts, using a directional antenna.

[8] KFMB's opening night featured classical music and opera performances and the United States Marine Band.

[9] KFMB offered what Worcester called "the finest classical and semi-classical groups, vocalists, and the greatest name bands in the country.

[19] In November 1950, Gross sold KFMB-AM-TV to John A. Kennedy, a former publisher of the San Diego Daily Journal.

[20] Three years later, Kennedy sold the stations to a partnership of television producer Jack Wrather and industry executive Helen Alvarez.

[28] From 1964 to 1975, KFMB had a full service, middle of the road (MOR) format combining popular adult music, news, talk and sports.

KFMB also began broadcasting San Diego State Aztecs football and men's basketball games in 1972.

[38][29] Bill Ballance, formerly of KABC in Los Angeles, began hosting All Talk Slice of the Night on KFMB on March 1, 1978.

KFMB became the flagship station for San Diego Padres baseball games, which were announced by Jerry Coleman and Leitner.

[43] In June 1994, KFMB was among the first stations to carry the newly syndicated Dr. Laura Program, based at KFI in Los Angeles.

[44] Leitner, a longtime sports announcer and reporter for KFMB, debuted a general issues afternoon talk show in February 1995.

The San Diego chapter of the American Federation of Television and Radio Artists (AFTRA) initially opposed the move before signing a new contract with KFMB stations in 1998.

[51] Beginning in 1998, KFMB began broadcasting San Diego Chargers football games after XETRA's one-year contract expired.

[41][57][55] In 2001, Joe Bauer resigned from KFMB to join rival KPOP to host a show focusing on health and personal finance.

[50] Subsequently, Woods would reunite with Charlie & Harrigan co-host Menard for a show hosted under their real names.

[58] Roberts attracted media attention for his frequent discussion of the murder of Danielle van Dam, an eight-year-old girl from San Diego, on his program.

That changed in January 2011 as KFMB hired Mike Slater from WTJS in Jackson, Tennessee, as the new morning drive host.

Management said the intent of the agreement was to "[preserve the] local ownership and operation of San Diego's top-rated radio stations".

[82] Nielsen Audio ratings in the summer of 2019 ranked KFMB in 18th place among all San Diego area listeners, compared to sixth for rival AM station KOGO 600 AM.

KFMB immediately flipped to a temporary simulcast of KOGO at noon local time, with its regular programming resuming on March 19.

[86] KFMB host Mark Larson said that the KOGO simulcast was necessary due to "the huge logistic challenges" associated with the ownership change and moving of studios.

[89] Beginning in September 2020, KGB became the San Diego affiliate of the Las Vegas Raiders radio network.

[90] KGB also was the San Diego home for many national talk shows including Armstrong & Getty, The Glenn Beck Program, Red Eye Radio and The Mark Levin Show On August 31, 2022, iHeartMedia announced that it would swap the formats of KGB and KLSD the next day.

KLSD's shows are all nationally syndicated, while KGB’s schedule had two local hosts who moved to co-owned talk station KOGO.

Mike Slater and Lou Penrose would co-host a new weekday show from 5-7 p.m., while Mark Larson would become a fill-in host.

"[92] San Diego State football and basketball were among the sports programming moving from the old KLSD; others included local talk shows, Fox Sports Radio network programming, Los Angeles Lakers basketball, and San Diego Gulls hockey.

But at night, power increases to 50,000 watts, the maximum for AM stations in the U.S., and the signal is broadcast from a directional antenna with a three-tower array.

[95] The directional antenna is required at night to avoid interference with the dominant Class A station for which 760 AM is reserved, WJR Detroit.

Weekdays begins with two nationally syndicated sports programs from co-owned Premiere Networks, The Dan Patrick Show and The Herd with Colin Cowherd.