The station is owned and operated by Townsquare Media and airs an urban adult contemporary radio format.

In the early 1990s, the station finally was upgraded to Class C3, increasing its effective radiated power to 8,600 watts from a new self-supporting tower on the far west side of Copperas Cove near the Lampasas/Coryell County line.

The upgrade gave KOOV solid signal over the fast-growing region from Lampasas on the west to Temple on the east.

KOOV's most famous on-air personality was Big Joe Lombardi who joined the station shortly after launch in 1977.

Known as the "voice of the Bulldawgs", Lombardi was the announcer for many Copperas Cove High School sports and supported community causes.

When KOOV was sold in 2000, Lombardi took the CCHS games to Lampasas radio station KACQ-FM 101.9 (licensed to Lometa, TX.)

At KOOV, Big Joe moved to the morning show in 1984, replacing station owner Gaylon Christie on AM Drive.

In July 1978, local Copperas Cove High School student Mike Clay joined KOOV as a weekend DJ.

Waco country station WACO-FM 99.9 moved its tower to Moody, increasing its signal in the Copperas Cove area and posing a formidable threat.