WRGV broadcasts a mainstream urban music format to the greater Pensacola, Florida, and Mobile, Alabama, area.

Its studios are located inside the building of unrelated television station WKRG-TV on Broadcast Drive in Mobile, and the transmitter is near Robertsdale, Alabama.

In 1976, 107.3 FM belonged to WAJB, which was a beautiful music station with studios at the Tiger Point Country Club in Gulf Breeze, until it was purchased by Colonial Broadcasting in 1979.

The format was changed to country music along with new call letters, WOWW to become known as "WOW 107", moving its studios to Davis Highway in Pensacola.

Riding the popularity wave of mid-1990s alternative music, WOWW debuted at #1 in Arbitron's Persons 18-34, where it remained until the purchase and format flip by Paxson.

[2] On December 8, 2017, at 5 p.m., after playing "1-800-273-8255" by Logic featuring Alessia Cara and Khalid, WRGV adopted W262BL/WMXC-HD2's urban contemporary format as "107.3 The Beat".