The 103.7 frequency is a newly assigned signal to the area, where it relocated from McMinnville, Tennessee and had been at 103.9 MHz, where its previous format was Country, now relocated to sister station WTRZ. The move to Chattanooga had been in the works since 2003. In a statement from the online website The Chattanoogan on June 18, 2008, Clear Channel VP/Market Manager Mark Bass said, "This is going to be a carefully researched radio station that reaches a huge number of listeners in the Chattanooga area with a unique format that is not in this market anywhere, and something new and unique to the country, We're taking it first step forward."
Old KISS-FM logo.
On June 23, 2008, after playing a ticking clock for a few minutes, the station unveiled a "Disco" format, calling itself "Boogie 103.7". However, a few weeks later, the disco music was replaced with clips of the Rick and Bubba Show played around the clock. On August 29, 2008, the station unveiled an Adult Contemporary format and branded itself as "The River," featuring "Delilah" at night. However after a year in the format, Clear Channel decided to bring the KISS-FM brand back to Chattanooga. The last time it was used in Chattanooga was when it previously used at sister station WLND.