On April 22, 2010, at 3 p.m., WMXB flipped to adult album alternative, branded as "103.7 The River." Along with the flip, the station adopted the new call sign WURV, with "RV" standing for "River", an allusion to the James River that flows through Richmond. The first song on "The River" was "Learn to Fly" by the Foo Fighters. At the same time, sister station WDYL (now WJSR) began redirecting listeners to WURV in preparation of a format flip to Rhythmic Top 40 a week after WURV's debut.
