Listen to the "104.3 MYfm" radio station live. The "104.3 MYfm" studio is located in Los Angeles, CA. Callsign: KBIG. Broadcasting region: Greater Los Angeles. Start of broadcasting: February 15, 1959. Program format: Hot adult contemporary. Musical style: Soft rock, easy listening, pop rock, soul, R&B, quiet storm. Target audience: 18-54 years old. Audience Reach: 18,490,242.