During this time the local Chamber of Commerce was promoting San Antonio as "America's Playground" for conventions and tourists. Aligning the station with this promotion, in December 1926 station owner Robert Bridge arranged for the call letters to be changed to KTAP, standing for the slogan "Kum to America's Playground". The station's later call signs were KABC, KGBS and KENS, followed in 1962 by KBAT. The current KKYX call sign was adopted on September 4, 1972, and the station has had a country music format ever since. It became a major outlet for country music that serves much of south Texas. During the 1970s and early 1980s, KKYX was ranked one of the top ten country music radio stations in the United States.