The company started as Viva 963, broadcasting on terrestrial radio, predominantly for women, and was later renamed.
The station started on 3 July 1995 as Viva 963, a service of talk and pop aimed at women devised by public relations consultant Lynne Franks.
[citation needed] It broadcast on 963 kHz on medium wave from a transmitter at Lea Bridge Road, Leyton.
In February 2001 Ofcom issued a "Yellow Card" to Liberty Radio over religious content and giving undue prominence to its owners, the UCKG, breaching two rules of the Advertising and Sponsorship Code.
Their broadcasting licence was readvertised, and was awarded on 12 November 2002 to Club Asia, who took over 963 and 972 MW at midnight on 3 July 2003.