In early 1974, KULA Broadcasting searched for a new programmer and new format for KSFM after upgrading the station's transmitter and improving its signal to cover the Sacramento radio market from suburban Woodland. The owners hired Don Wright, formerly of KZAP, KXOA/KNDE, and KRBT. His plan was to flip the station to progressive rock, a rock-based format that was slightly more structured than the freeform format of KZAP. The air talent would have a mid-tempo delivery style (neither fast and screaming nor completely laid back). The station kept the KSFM call letters but used the moniker "Earth Rock 102 KSFM".