CFRV-FM is a Canadian radio station broadcasting at 107.7 FM in Lethbridge, Alberta. The station uses its on-air brand name as "107.7 The River" and plays an adult contemporary format since 2007 prior to this, they were a hot AC station around the same time CJBZ-FM shifted from adult hits to contemporary hit radio. This format change was to compete against rival station CJOC-FM. This makes Lethbridge the largest Alberta market without a hot adult contemporary station, having been overtaken from Edmonton in February 2010, virtually the same time when CKNO-FM signed on the air.
