In 1964, Hy Levinson, owner of successful "good music" outlet WCAR, purchased WLIN and rechristened it WCAR-FM on December 8 of that year. WCAR-FM initially broadcast from 6 a.m. to midnight and simulcast its AM sister's conservative MOR format 100% during that time. In 1969, Levinson hired consultant Ken Draper to modernize the music format for both WCAR and WCAR-FM, and the music mix was adjusted from conservative MOR to contemporary MOR. WCAR AM made a brief attempt at Top 40 in 1971–1972; however, WCAR-FM was separately programmed, remaining a contemporary MOR outlet.