It is owned by Salt Lake City–based Bonneville International, and broadcasts a contemporary hit radio format branded 99.7 Now.

It was briefly an all-news station as KNAI-FM, a network affiliate of the short-lived NBC News and Information Service (NIS).

[citation needed] In 1978, NBC decided to take advantage of improving ratings for FM radio, so programmers were hired to create a new format.

By 1986, with KMEL dominating as the Bay Area's primary Top 40 station, 99.7 migrated back to its Hot AC direction.

Emmis made many changes, and due to heavy competition, in October 1988, decided to relaunch the station.

Notable personalities included George McFly, Chuck Geiger, Super Snake, Rex McNeil and morning hosts Bill Kelly & Al Kline.

This led Emmis to sell the station to real estate developer Peter Bedford under his "Coast Broadcasting" division.

[7] In January 1993, Alliance Broadcasting, a company run by former KYUU general manager John Hayes, bought KFRC.

On September 22, 2006, KFRC switched to a rhythmic adult contemporary format, relaunching this time as "The New Movin' 99.7", though the KFRC-FM call letters remained.

As a result, KMVQ became musically similar to CBS Radio's other newly launched Top 40 stations in Houston, Los Angeles, New York City and Detroit.

In mid-2010, KMVQ changed its logo to match the CBS-owned "AMP Radio" stations in Los Angeles (KAMP-FM) and Detroit (WDZH).

To comply with FCC ownership limits, it was announced that KMVQ, Entercom's KBLX, KOIT, and KUFX, and a cluster in Sacramento, would be divested.

[12] Under a local marketing agreement (LMA), Bonneville assumed operations of the stations following the completion of the merger on November 17.