In the 1950s, as network programming moved from radio to TV, KTRH-AM-FM switched to a full-service middle of the road (MOR) format.

Under Rusk ownership, KTRH-FM experimented with progressive rock programs at night while simulcasting AM 740 in the daytime.

In the early days, KLOL was known as "Mother's Family" and later "K101" and utilized what would be termed a freeform radio format, where each DJ would choose which records he wanted to play.

A major contributor to the early and ongoing success of KLOL was the late laid-back DJ Maurice "Crash" Collins.

KLOL played cuts from mostly rock albums in the early years, but it was also possible to hear jazz, blues, folk music and R&B.

The station's core artists were The Eagles, Bruce Springsteen, Fleetwood Mac, Van Halen, The Rolling Stones, Billy Joel, Led Zeppelin, Boston, The Police and Tom Petty.

KLOL featured legendary morning hosts Mark Stevens and Jim Pruett and their cleverly titled "Stevens and Pruett Show", chalking up both high ratings and several fines from the Federal Communications Commission (FCC) for "offensive content".

Alternative rock-formatted KTBZ-FM had moved to a more pop-alternative sound to target listeners who had previously tuned in the now defunct 102.9 KKPN, a modern AC station that is now KLTN.

Many thought Clear Channel would bring back the classic sound of the station during the previous decades.

On November 12, 2004, after a rerun of the "Walton & Johnson Show", KLOL segued into the "10 O'Clock Rock Block" as normal.

In the fall of 2007, KLOL redesigned the station's entire look, changing the format to a more contemporary Latin pop sound under the direction of Clear Channel's Senior VP Alfredo Alonso.

[12][13] On September 25, 2018, Entercom struck a new content deal with NBCUniversal Television Group station KTMD (Telemundo Channel 47).

Classic station imaging is played and old clips of Stevens & Pruett's "Uncle Waldo" are aired on Friday mornings.

Former "on air" personalities such as the late Jim Pruett, Dayna Steele and Scotty Phillips have contributed with sweepers and station drops, along with other material.