the station signed-on november 27, 1978 as the market's fourth television outlet, first broadcasting from studios located on kishwaukee street between state and 1st streets in downtown rockford. it was the last full-power analog television station to sign-on in rockford while other stations in the area since then have either been low-powered, cable-only, or on digital subchannels. airing an analog signal on uhf channel 39, wqrf was founded by local businessman marvin palmquist. the channel allotment was previously used by wtvo from its sign-on in 1953 until 1967. it was promoted as an independent, "family-oriented" alternative to the area's big three network affiliates. palmquist sold the station to orion broadcasting in 1984.