KOSF 103.7 Rebrands as The Bay's Greatest Hits
The station is adopting a previous positioning statement as it continues a cycle of frequent identity shifts.
Updated on Oct. 28, 2026 in R&B
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Listeners tuning into 103.7 will hear a familiar name as iHeartMedia officially rebrands KOSF as The Bay's Greatest Hits 103.7. The station is reviving its previous positioning statement as its primary identity following its run as Classic Hits 103.7.
Why it matters
The frequency continues a rapid cycle of shifts, marking its eighth distinct identity change over the last fifteen years. Residents who rely on the station for local airtime will now see the lineup of Christie James, Martha Quinn, Big Rig, and Scuba Steve operating under this latest brand.
KOSF recorded a 2.5 share in San Francisco and a 3.9 share in San Jose during the September 2026 Nielsen Audio ratings period. This compares to a 1.2 share for KUFX, which has since transitioned to an HD2 frequency.
The players
KOSF
The local radio station broadcasting on the 103.7 frequency.
iHeartMedia
The media corporation that owns and manages the rebranding of KOSF.
Christie James
A long-time radio personality currently featured in the KOSF on-air lineup.
Martha Quinn
A well-known radio host and member of the current KOSF broadcast team.
The details
iHeartMedia finalized the switch to The Bay's Greatest Hits 103.7 on October 28, 2026, officially moving away from the Classic Hits branding used since August 2024. The transition maintains the existing on-air personalities, including Christie James and Martha Quinn, while moving the station into its eighth iteration in fifteen years. Listeners can continue to track the station's performance through upcoming Nielsen Audio reporting cycles.
Timeline
April 2011: Station rebranded to Oldies 103.7.
May 2014: Station rebranded to Big 103.7.
June 2016: Station rebranded to 103.7 iHeart 80s.
August 2024: Station rebranded to Classic Hits 103.7.
September 2026: Nielsen Audio ratings period.
Across the Bay
This rebranding follows the station's August 2024 shift to the Classic Hits name. The move effectively abandons that recent identity in favor of reviving a legacy positioning statement used in earlier years.
If you are a regular listener of 103.7, you will hear the new branding reflected across the station's programming effective immediately. The on-air schedule remains unchanged, keeping familiar hosts like Christie James and Martha Quinn on your daily commute.
The takeaway
Radio listeners should note that while the station name has shifted, the familiar voices remain consistent on the 103.7 dial. Watch the next quarterly Nielsen Audio ratings release to see how this return to legacy branding impacts the station's total audience share.
Further reading
For more on the changing landscape of local radio, visit the R&B section.
Source note: This article includes information reported by RadioInsight.
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