V-103 (1977–1997)
By 1977, the station was sold to Plough Broadcasting, a division of the pharmaceutical company
Schering-Plough. WCAO-FM became WXYV on April 24. It aired programming for the
African American community as
V103, the major FM rival to both
WWIN (1400 AM) and WEBB (1360 AM, now
WQLL at 1370 AM). Originally playing
automated disco music, WXYV eventually evolved into an
urban contemporary format by the early 1980s. In the late 1980s and early 1990s, it was often Baltimore's top rated radio station.
By 1995, WXYV and then-sister station WCAO were sold to Granum Communications. The following year, the stations were sold again to
Infinity Broadcasting, a division of
CBS. That made it a sister station to
Hot AC-formatted
WWMX,
Mix 106.5. (WCAO was later sold to Clear Channel Communications (now
iHeartMedia), and eventually become a sister station to WQSR).