The station is owned by Cumulus Media and broadcasts a country music radio format known as "107.7 WIVK {wih-vik}" The studios and offices are on Old Kingston Pike in the Sequoyah Hills section of West Knoxville.

On weekends, it carries the nationally syndicated American Country Countdown with Kix Brooks, along with University of Tennessee Volunteers football games in the fall.

WIVK is a Class C FM station with an effective radiated power (ERP) of 91,000 watts, using HD Radio technology.

The simulcast briefly ended when the AM station switched to a full service, adult contemporary format, becoming WHIG.

[4] WIVK-FM is consistently one of the Knoxville radio market's top stations, usually ranked #1 or #2 in the Nielsen ratings.