After 6 years as the FM side to "K-Jet", KJET-FM changed its call sign to KWIC on March 5, 1973. It played the progressive rock format that many young FM's of the day had begun to program. The station rebranded as "Quick 108", a play on the new call letters of KWIC. Even though "108" was not an actual part of the licensed band (channel 300/107.9 MHz is the highest allocation allowed by law), most stations of the time period rounded up their setting to the next full number as it appeared on the older analog radio dials. KJET, Inc., which owned KWIC and KJET, filed paperwork to change its corporate name to Gibson Broadcasting Company, which was granted and finalized on October 23, 1973.