The station signed-on November 27, 1978 as the market's fourth television outlet, first broadcasting from studios located on Kishwaukee Street between State and 1st streets in downtown Rockford. It was the last full-power analog television station to sign-on in Rockford while other stations in the area since then have either been low-powered, cable-only, or a digital subchannels. Airing an analog signal on UHF channel 39, WQRF was founded by local businessman Marvin Palmquist. The channel allotment was previously used by WTVO from its sign-on in 1953 until 1967. It was promoted as an Independent, "family-oriented" alternative to the area's big three network affiliates. Palmquist sold the station to Orion Broadcasting in 1984.