The station signed on November 27, 1978, as the market's fourth television outlet, first broadcasting from studios located on Kishwaukee Street between State and 1st streets in downtown Rockford. It was the last full-power analog television station to sign on in Rockford, while other stations in the area since then have either been low-powered, cable-only, or on digital subchannels. Airing an analog signal on UHF channel 39, WQRF was founded by local businessman Marvin Palmquist. The channel allotment was previously used by WTVO from its sign-on in 1953 until 1967. It was promoted as an independent, "family-oriented" alternative to the area's big three network affiliates. Palmquist sold the station to Orion Broadcasting in 1984.