On November 15, 2010, KTKX turned to a straight-ahead classic rock format to compete directly with rival KZEP. KTKX re-positioned itself as "San Antonio's Most Commercial Free Classic Rock." Throughout June 2014, Cox-owned stations in Orlando (WCFB's HD-2 feed) and Atlanta (WTSH) were heard flipping to alternative rock using the "X" name. Orlando saw the debut of "X107.3" and "X107.1" premiered in Atlanta, and each was called "Orlando's/Atlanta's New Alternative." Prior to this, Cox owned "X"-named alternative formats in Tampa Bay (WSUN-FM) and Jacksonville (WXXJ). Because of these stations, rumors spread that San Antonio would be next in line to "Join the Revolution" and switch "X106.7" to what would've been the market's first mainstream alternative station.
