Although the station is owned by a public university, the station, like AM sister WRUF, is operated as a commercial station in contrast to sister station WUFT-FM.
WRUF-FM has been a country station since October, 2010. Prior to that, it was an album-oriented rock station since 1983. Prior to becoming "Rock 104" that year, the station played a Top 40 style hit radio format from 1981 to 1983. The hit radio format was adopted because another local FM station, had recently switched to playing hits on the FM with great success. The hit format had previously been played for many years on WRUF-AM, so technically, it was an easy switch, though many of the important powers at the University disfavored putting pop music on the FM. Prior to 1981, it played beautiful music and classical music under the moniker "Stereo 104," except for a Saturday-night disco music program from 1979-1980 called "Studio 104."
On October 11, 2010, the University announced that WRUF-FM would switch to a country music format in the near future. The "Rock 104" name and format will move to an internet-only station.
On October 15, 2010 WRUF-FM made the format change from rock to country, branded as "Country 103.7, The Gator". But WRUF-FM has performed even worse than it did as a rock station. Randy Wright of the University, however, claims that when only the station's target audience is considered, WRUF-FM has actually increased its audience.