The station officially went on air on August 1, 1990. Reggae in the morning, Reggae in the evening, Reggae in the night was the cry. Critics said it was impossible to sustain a 24-hour Reggae music station. In fact, so strong was the impact, it proved that this format was something the Jamaican public yearned for. The 'little station that could' got all media houses in Jamaica to stand up and take note.