 KVUU evolved into a Hot AC format.In Summer of 2005, it rebranded itself as "My99.9" playing hits from the 1970s, 1980s, 1990s and 2000s.In 2007, it dropped the 70s and most 80s hits, evolving towards an Adult Top 40 sound to compete with Top 40/CHR leader KKMG "98.9 Magic FM."