KOSF Rebrands to The Bay’s Greatest Hits 103.7

The San Francisco station adopts its former positioning statement as its official new brand identity.

Updated on Oct. 28, 2026 in R&B

KOSF Rebrands to The Bay’s Greatest Hits 103.7

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iHeartMedia has rebranded the San Francisco radio station KOSF from Classic Hits 103.7 to The Bay's Greatest Hits 103.7. This shift marks the eighth identity change for the frequency in the last fifteen years.

Why it matters

The change serves as the latest adjustment for the station in a competitive local market. Management remains focused on stabilizing brand recognition after frequent shifts in on-air positioning.

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. Meanwhile, the station KUFX currently maintains a 1.2 share while broadcasting on HD2.

The players

KOSF

This San Francisco-based radio station operates on the 103.7 frequency and is owned by iHeartMedia.

iHeartMedia

This global media and entertainment company owns a vast portfolio of radio stations and digital audio platforms.

Martha Quinn

A well-known radio and television personality, she is recognized for her long-standing career in the broadcast industry.

The details

The station lineup features personalities Christie James, Martha Quinn, Big Rig, and Scuba Steve. The rebranding leans on the station's previously used positioning statement to establish a new primary identity.

The station rebranded to Oldies 103.7 in April 2011.
The identity shifted to Big 103.7 in May 2014.
The station rebranded to 103.7 iHeart 80s in June 2016.
Classic Hits 103.7 became the station brand in August 2024.
The most recent Nielsen Audio ratings period concluded in September 2026.

Industry Dynamics

The station's eight identity changes over fifteen years follow a pattern of frequent format and branding adjustments common in modern commercial radio. This rebranding follows the documented trend of the historical frequency of radio station rebrandings within major metropolitan markets.

Listeners can continue to find the station and its on-air talent on the 103.7 frequency. No changes to accessibility or signal distribution have been announced alongside the name change.

The takeaway

Radio stations frequently adjust their branding to better align with listener preferences and market competition. Residents can monitor future ratings cycles to determine if this latest identity shift improves the station's performance.