The station is launched from O'Connell Street in Limerick and is based there as Limerick's Live 95fm on 6 November 1997 replacing Limerick 95. This was after Limerick 95 lost its licence to broadcast. The 95FM frequency was on the test tone before Live 95fm took over. "Dreams" by Limerick band The Cranberries was the first song to be aired on the station. In 1990s the station began to increase in with listeners. The amount of listeners was always ranked high, despite continued competition from Radio Limerick One
In 2000 the station changed its name from "New 95fm" to "Limerick's Live 95fm". The start of the new decade also saw the station move out of its O'Connell Street base and move to Radio House on the Dock Road in Limerick. The introduction of new shows and DJ's improved the stations status and became Limerick's most listened to radio station with 58% of Limerick people tuning into the station every weekday by 2003. Its success continues.