Radio 104.3 MYfm (More Variety From The 70's til Now)

KBIG-FM (104.3 FM 104-3 MY FM) is an FM radio station in Los Angeles, California, owned by Clear Channel. The station plays a Hot Adult Contemporary format heavy on music from the 1980s, 1990s, and 2000s. It is currently broadcasted from the National University in Los Angeles.

The 'Upbeat' evolutionBy 1990 KBIG dropped the 1960s songs and began playing more current hits. In 1992, KBIG became more of a Hot AC station until 1995, when KBIG moved back toward a mainstream AC format to compete against rival KOST. In the 1990s KBIG was home to Disco Saturday Night, an all-night disco music program. In late 1996 KBIG once again moved toward a Hot AC format. Bonneville decided to sell KBIG to Chancellor in 1997. In exchange, Chancellor sold KZLA 93.9 FM to Bonneville. In 1998, the station relaunched as "The New K-BIG 104" and replaced most of its disc jockeys. The station had switched back to a mainstream AC format. With the change, KBIG became the Los Angeles area affiliate to the nationally-syndicated Delilah show. This would not last long as KBIG dropped the Delilah program from the schedule in late 1998. In 1999, Chancellor acquired KOST and KFI from Cox Radio. Chancellor had already owned Modern AC station KYSR. In 1999, Chancellor and Capstar had merged, forming AMFM, Inc. With AMFM now owning AC station KOST they evolved KBIG to a Hot AC format with a lean on '80s gold, uptempo AC currents, and Rhythmic pop.

In 2000, AMFM merged with Clear Channel. KBIG became a Clear Channel station as a result. On July 18, 2005, KBIG made major changes by cutting back on commercial time (concentrating on 30 minute music sweeps), dropped the jingles and the top of the hour IDs (i.e."...It's 4 O'Clock In The West..." would no longer be heard), and tweaked their musical direction by focusing on less currents and more recurrents from the 1980s and 1990s, with most of the music leaning towards a rhythmic approach. They also began to read out the individual letters of the stations ID, K-B-I-G, instead of the K-BIG (kay-big), although briefly in the summer of 2007, the "KBIG 104" slogan would sometimes be used.

In July 2006 KBIG also began expanding their Dance mixes to weekends. Usually the mixes were featured on its nightly programs "Boogie Nights" (7PM to 10PM Monday-Thursday and 7PM to 12AM Fridays) and "Thump Radio" (12Mid to 5AM Friday-Saturday). While some suspected a shift to a Dance direction, KBIG management insisted that there were no changes in the works at the time.

On August 17, 2006, KBIG picked up new competition as Emmis Communications changed longtime Country music rival 93.9 KZLA to Adult Rhythmic Contemporary as "Movin' 93.9 (KMVN)." The move gave Los Angeles two stations with the same Rhythmic-sounding direction aimed at Adults, even though KBIG was technically an Adult Top 40. In 2007, Emmis launched a $5 million dollar marketing campaign which has had little effect on KBIG. CFO Pat Walsh says it's the "single largest marketing program in Emmis history." CEO Jeff Smulyan seemed unsure of KMVN, saying rhythmic AC MOViN' "may or may not be right", but after a shaky start in its first two arbitron books, KMVN did move up in the Spring 2007 period, while KBIG saw a dip, which would be a sign of things to come with their direction.

Despite having been a Rhythmic based radio station (at the time), KBIG was a loyal affiliate to the legendary Casey Kasem and his weekly Hot AC countdown, American Top 20, which ran Sunday morning from 7:00am–10:00am. Former KBIG morning man Charlie Tuna is also Kasem's regular substitute host.

In 2003 David "Chachi" Denes became KBIG's Program Director, beginning his reign at the age of 28. At the time, he was the youngest PD in LA radio history.

In February 2007 KBIG added "Delilah" back to its lineup. The news of having the program air on KBIG generated a lot of talk because her show is geared toward a mainstream AC audience, which was viewed as out of place on KBIG because of its Rhythmic direction. However after adding Delilah, KBIG began adding more Mainstream AC product into the playlist.