By 1977, the station was sold to Plough Broadcasting and became WXYV "V103", the major FM rival to both WWIN (AM) and WEBB-AM (now WJZ (AM)). Originally an automated Disco format, WXYV eventually evolved into an Urban Contemporary format by the early 1980s, and by the late 1980s and early 1990s, it was Baltimore's top rated radio station.
1997–1998[]
On June 27, 1997, at 12:00 noon, after having lost a large number of listeners to urban powerhouse WERQ, the station became CHR/Top 40 "102.7 XYV". The final song on "V103" was "It's So Hard to Say Goodbye to Yesterday" by Boyz II Men, while the first song on "102.7 XYV" was "Be My Lover" by La Bouche.
