This station began broadcasting in the fall of 1966 as WOSH-FM from studios at 2333 Bowen Street, Oshkosh. Its first format included a range from musical comedy, show tunes, Broadway music, and "semi-classical" music.[2] Early in the 1970s, WOSH-FM changed its call letters to WYTL, and adopted a modern country format. This was maintained until August 1, 1975, at which time 103.9 FM regained the WOSH callsign and changed format to top 40/contemporary hits. Effectively this was advertised as a "frequency swap" to listeners, where WYTL-FM "moved" along with its country format to AM 1490, and WOSH-AM "moved" to FM 103.9 with its top 40 format.[3]
On October 1, 1984, WOSH changed its call letters to WMGV, and at approximately the same time, increased its transmitting power. At this time it began branding itself as "Magic 104".[4]
At 10 a.m. on April 30, 1994, WMGV began stunting as "Louie 103.9", with a format of "All Louie, All the Time", playing 21 different versions of the song "Louie Louie" made popular by The Kingsmen.[5] Stunting continued until 7 a.m. May 3, 1994, at which time the station changed formats and its callsign to WVBO, as the "Valley's Best Oldies".[6]
