3GL was offered an FM conversion upon the entry to the Geelong market of competitor BAY FM in December 1989. 3GL converted to FM to allow equal competition in the Geelong regional market, with the management of the former Geelong AM service agreeing to transfer the service to the FM band in 1990. The station was going to drop the 3GL call sign in favour of 3CAT (after the Geelong Cats), as proposed by the radio station's head of football commentary Ted Whitten (who at the time was in the early stages of his battle with cancer). However, the 3CAT call-sign never made it to air, being changed to K rock on the eve of the station's commencement on the FM band at 95.5 MHz, on 27 January 1990.