On September 15, 1999, the allotment was assigned the call letters WRKW, signed on for testing that October 23, and made a full launch on November 1, 1999. WRKW's launch format was a "Rock Adult Contemporary" format called "Quality Rock" which was automated and jockless outside of the syndicated Bob & Tom morning show. Later a voicetracked PM drive jock and the syndicated weekend show "The Beatle Years" was added. Considering that the same music was available on the far stronger WPDH, the station struggled to make a showing.