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In 1974, the station changed to a separately programmed automated [[contemporary hit radio|Top 40]] format, using the branding "I-94" (named after [[Interstate 94 in Wisconsin|Interstate 94]], the main east-west interstate highway that runs through Milwaukee). To support the new brand, the owner wanted to change the station's [[call sign]] but could not decide on the two middle letters of a new name. The station manager, Jack Lee, proposed "WWWI", but the airstaff was not comfortable about using the tongue-twisting call letters on-air. A sales manager suggested two letters from "Katie", his wife's name; the call sign was thus changed to WKTI.<ref>{{Cite web|url=http://www.americanradiohistory.com/Archive-BC-YB/1975/C%202%201975%20Radio.pdf|title=Broadcasting Yearbook 1975 page C-212|website=americanradiohistory.com}}</ref> I-94 was an automated station promoted as "Nonstop Stereo Rock."
In 1981, live disc jockeys were employed. The next year, [[Bob Reitman]] began hosting WKTI's morning show. The program director, Dallas Cole, added Gene Mueller to the morning show in mid-1982. Lips LaBelle later became the afternoon DJ and promotions director. In late 1982, Danny Clayton became the night DJ and music director. These people worked as a team at WKTI for the next fifteen years. The station experienced steady ratings and growth. At the time, WKTI faced major Top 40 competition between [[WKKV-FM|WRKR]] and [[WRIT-FM|WZUU]] (and later [[WRNW|WBTT]] for a short time). By 1987, WKTI became the only dominate CHR station in Milwaukee following the fallouts of WBTT in 1985, WZUU in 1986, and WHBT (formerly WRKR) in 1987.
=== Hot adult contemporary (1989–2008) ===
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