The station signed on as WKBG in 1994 with a country format. In 1996, WKBG was purchased by Wilkes Broadcasting and became WUUS, re-branding itself as "US 107". Wilkes also purchased WGUS-AM-FM and WRXR and housed all three stations in the WGUS building. US-107 hired the former morning talent from Kicks 99 (Jill and Charlie) and the former morning man from WBBQ (Mark Summers) and spent much of the late-1990s going up against established country outlet WKXC-FM, but fared poorly in the ratings. The stations were sold to Cumulus Media in 1998.
In November 1999, the station switched over to urban as WPRW, adopting the "Power 107" handle. This station became the first serious challenger to longtime urban outlet WFXA and both stations have been battling each other in the ratings ever since. At one time WPRW was the syndicated home of the Star and Buc Wild Morning Show; it now carries The Breakfast Club in the mornings.
