The station aired a Adult contemporary format known as "Star 96.7" from its sign-on in 1988 to July 2000 and then from July 2000 until September 2007 they aired a contemporary hit radio (Top 40) format as "Kiss 96" (KKSR).
Rev 96-7
In 2007, KKSR changed to an Active Rock format known as "Rev 96-7" along with changing the call letters to KZRV to match the Rev branding.
96.7 The River (Current Format)
On June 27, 2017 at Midnight, KZRV flipped to classic hits, branded as "96.7 The River".