FREQ 107 began as a Christian radio station. It slowly morphed to a modern alternative rock format in 2003. It maintained that it fulfilled its conditions of license for religious music by finding spiritual meaning in each mainstream song that it played. The reasons behind the flip seemed to be so the independent station could better compete with other larger stations in Winnipeg, including those owned by Corus, CHUM, Astral Media and Rogers. During the format change, FREQ 107 had planned to use billboards to create awareness of the station using the phrase What the FREQ?, with the letters in F.R.E.Q. being added gradually over time, so the campaign started with a teaser billboard that read What the F---?, raising a lot of media attention. On the reveal part of the campaign the billboard stated What the FREQ - another radio station.