In April 2006, KDAY began moving away from rhythmic contemporary and toward an urban contemporary approach as the station refocused its target audience toward African Americans. This was in response to competitor KPWR (Power 106) de-emphasizing urban in favor of rhythmic contemporary in order to target Hispanic listeners. Due to sinking ratings, a month later, long-time hip-hop/R&B station KKBT eliminated hip hop from the format, broadcasting a mixture of urban adult contemporary (urban AC) and urban talk programs, similar in format to KHHT and KJLH. (Only afterwards did KKBT change its call letters and name to KRBV and "V100".) In addition, KDAY brought Steve Harvey on board on Memorial Day weekend in 2006; he had been released by KKBT the previous year. Weeks later, rival KKBT signed on Tom Joyner to carry his syndicated morning show there; however, in December 2006, KKBT would dismiss Joyner due to low ratings, partly attributed to Harvey's success.