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On December 10, 1959, the station, owned by San Francisco businessman Franklin Mieuli, signed on at 106.9 MHz with the KPUP call letters.
(His WAHG is, through several call letter changes, now WCBS, still a major radio station in New York City.
CBS retained the WBBM-FM call letters on 96.3 when WCFS-FM (105.9) converted from adult contemporary to a simulcast of WBBM (AM) on April 1, 2011, as no call letter verification is needed with the Portable People Meter system.
That format and call letter assignment remained in place until 1979, when new owner Roy H. Park broadcasting changed the station's format and call letters.
At the time of the call letter change, the station ran a promotional ad parodying the death of Julius Caesar to amplify the Roman numeral theme.