Clay left KOOV in 1986 to become the weekday weathercaster on KCEN-TV channel 6 in Temple, though he continued to provide weather reports on KOOV through 2000. Clay is currently the chief meteorologist for Bay News 9 in Tampa Bay. KOOV continued to be a highly rated local station through most of the 1990s, but as the decade moved along, its ratings began to fall. Waco country station WACO-FM 99.9 moved its tower to Moody, increasing its signal in the Copperas Cove area and posing a formidable threat. By the end of the decade, WACO had greatly cut into KOOV's ratings. In 2000, Cumulus Media purchased KOOV and sister station KOOC in Belton. Most of the staff was released, new programmers were brought in, and the station was relaunched as adult R&B station KSSM "Kiss 103". Cumulus subsequently sold KSSM and its sister stations to Townsquare Media in July 2012. The sole Urban station for years serving the market was KIIZ-FM until 2000 when KSSM launched its current format as an Urban AC station. KSSM carried the syndicated "Tom Joyner Morning Show" in the morning drive time until summer 2018, when his show was replaced by "The Steve Harvey Morning Show". It also carries Michael Baisden in the afternoon and the "Keith Sweat Hotel".