Durham Life Insurance Company signed on WPTF-FM, then at 94.5, in 1949. The station, which would later move to 94.7, transmitted from an antenna atop one of sister station WPTF 680 AM's three towers in what is now eastern Cary, near Interstate 40 East. Both stations were based in downtown Raleigh at 410 Salisbury Street. WPTF-FM aired a classical format before becoming one of America's premier album rock stations as WQDR in 1973. In its rock days, WQDR reportedly garnered some highly impressive ratings. In 1977, the Durham Life family added a television station, Durham-based WRDU-TV, channel 28. WQDR would soon join the newly-rechristened WPTF-TV from a 1,200-foot tower that stood off Penny Road in Apex. In 1984, Durham Life flipped the now-100,000 watt WQDR to country, bringing a format formerly found on a smattering of local AM signals under one high fidelity FM umbrella. Durham Life moved WQDR and WPTF radio from Salisbury Street to new studios at 3012 Highwoods Boulevard in North Raleigh in the mid-1980s, where they were joined by WPTF-TV, which moved from studios on NC 54 in Durham. On December 10th, 1989, WPTF-TV, now broadcasting from a 2,000-foot antenna near Garner, lost its tower when it collapsed with uneven ice thawing. WPTF-TV returned to their former Apex site with WQDR, to be joined by WRAL-FM, whose site on the WRAL-TV tower was also destroyed that same day. When WRAL-TV and WPTF-TV rebuilt a common tower at the Garner site, both radio stations soon moved to the new site. Now broadcasting from a much higher antenna level, WQDR's power was cut to 96,000 watts to keep the station within the legal parameters of a class "C" FM. In 1991, Durham Life divested its broadcast properties, with WQDR and sister AM station WPTF going to what is now Curtis Media Group.