The 103.3 frequency was originally the longtime home of easy listening outlet KMUZ later KRUZ. But in May 2005 Cumulus moved KRUZ to 97.5, paving the way for the launching of the market's first Hispanic-targeted Rhythmic contemporary outlet and in the process giving the area its first Top 40 since KIST flipped to Modern rock in 2003. At first, KVYB's musical direction had featured Hispanic Rhythmic artists as well as bilingual DJs, but since 2008 it has evolved to a typical Rhythmic Top 40 presentation.
KVYB has very unique competition due to their 105,000 watt effective radiated power signal. In addition to competing against Top 40/CHR KFYZ in Santa Barbara, it also has competition in the Ventura County radio market, where it competes against that area's Rhythmic Top 40, KCAQ, as well as in similarly formatted KPAT in the Santa Maria-Lompoc radio market.