The station was launched by Radio Investments Ltd on 1 September 1994 as Jazz FM, but was also known as JFM in an attempt to appeal to listeners who could be put off by the use of the word "jazz". Jazz FM originally played a wide variety of jazz, pandering to more smooth jazz during the daytime in order to attract the 25- to 45-year-old target market which was required to make the station a success. However, the focus of the music later changed, and by the early 2000s, it was focusing more on soul and softer R&B alongside jazz.