The new KQQK became a wildly successful Tejano format, utilizing a bilingual approach in both music and presentation.

The popular Tejano format proved to be a hit with 2nd and 3rd generation Mexican Americans living within the coverage area, and remained well rated throughout the 1990s, and a vital partner and asset to the Mexican-American community for over a decade.

In July 2001, this facility was sold to Univision predecessor Hispanic Broadcasting Corporation, forcing KQQK, Inc. (Predecessor to El Dorado Communications) to move the already waning Tejano format to the then sister Beaumont facility KXTJ, another rimshot signal to Houston, but with less penetration into Houston proper, where the Tejano format eventually collapsed and was replaced by a Spanish Dance format, leaving AM 980 KRTX as Houston's sole broadcast home for "Puro Tejano" music.

Towards the end of July 2001, Spanish language romantic adult contemporary "K-Love" debuted on KQBU, which coincided with the second call change inside a month to the current KOVE.

The station's slogan is "Más musica y Variedad", translated to English as "More Music and Variety".