[9] It was owned by Professional Broadcasting, Inc. and aired a classical music format, operating as the first stereo radio station in Richmond.

[10] WFMV was one of several Richmond FM stations receiving permission from the Federal Communications Commission for unusually high power.

Thomas had financial problems, and employees, mostly college students, were bolstered by loyal listeners and continued to man the station even when payrolls were late and inclement weather blocked access to the site.

Engineering staff from nearby stations, notably the well-funded WRVA ("The 50,000-watt Voice of Virginia"), loaned parts and repair talent to help maintain the aging transmitting equipment.

The easy format was popular through the 1970s, but by 1980, beautiful music had become less appealing to youthful and middle-aged listeners which advertisers usually seek.

Around 1983, the station made the complete transition to soft adult contemporary music, eliminating nearly all instrumental titles, and rebranded as "EZ104".

In an effort to shake its "easy" image, in July 1988, the station switched its call sign and branding to WMXB, "B-103".

[16] In February 1990, the station was sold to Radio Ventures which moved WMXB into a more up-tempo mainstream adult contemporary format, dropping softer acts like The Carpenters and Barry Manilow for more up-tempo artists like Gloria Estefan, Ace of Base, and Bruce Springsteen.

[26] On April 16, 2007, WMXB relaunched as a hot AC station with a more current and upbeat focus, while retaining the "Mix" branding.

[28][29][30] On July 20, 2012, Cox Radio announced the sale of WURV and 22 other stations to Summit Media LLC for $66.25 million.