KEYH began as a News/Talk station in 1974. Its slogan was "The Key to Houston" and featured a long key with the station's 850 dial setting and calls featured in its logo. KEYH struggled to gain footing in the market and began airing Spanish music on the weekends, while continuing the news/talk format during the business week. The Spanish music featured on the weekends proved popular enough, that by the end of the 70s, KEYH went full-time Spanish language, and became direct competition with the original Spanish language station in Houston, KLVL. KEYH has went through several owners and variations of formats since then, including this incarnation of "La Ranchera" which marks the third time KEYH has used the name (both in conjunction with KNTEBay City, Texas and as a standalone), however it has remained Spanish language throughout.