CBS’ 103.7 KVIL Highland Park-Dallas has dropped its “103.7 Lite-FM” moniker in favor of its call letters.

The rebranding concludes a gradual shift at the station that saw middayer Tony Zazza and Julie Fisk take over the vacant morning slot following the departure of Gene and Julie Gates earlier this year. The midday slot is now being held by Jonathan Doll, while Leigh Ann remains in afternoons. With the dropping of the “Lite-FM” branding, the music has shifted a bit more brighter and recurrent based. The station is now positioning itself as “The Best Variety Of The 90’s, 2K, and Today” as it hands off all earlier music to sister Variety Hits “100.3 Jack-FM” KJKK and Classic Hits 98.7 KLUV.

KVIL began using the “103.7 Lite-FM” moniker in December of 2005. The station was one of the originators of the Adult Contemporary format with a heritage that dates back to the early 1960’s.