In a statement from the online website The Chattanoogan on June 18, 2008, Clear Channel VP/Market Manager Mark Bass said, "This is going to be a carefully researched radio station that reaches a huge number of listeners in the Chattanooga area with a unique format that is not in this market anywhere, and something new and unique to the country, we're taking it first step forward.

"[3] On June 23, 2008, after playing a ticking clock for a few minutes, the station flipped to a Disco format branded as "Boogie 103.7".

[4] However, a few weeks later, the disco music was replaced with clips of The Rick and Bubba Show played around the clock.

On August 29, 2008, the station flipped to an Adult Contemporary format branded as "103.7 The River," featuring "Delilah" at night.

On November 1, 2017, iHeartMedia announced that WKXJ, along with all of their sister stations in Chattanooga and Richmond, would be sold to Entercom (now Audacy, Inc) due to that company's merger with CBS Radio.