By 1997, CHCH had increased its over-the-air reach outside the Hamilton area through several over-the-air repeater signals. The increased reach led the station to rebrand as OnTV (for "Ontario Television").
In 2000, Canwest Global Communications Corporation purchased the TV assets of Western International Communications, owner of CHCH and other stations in Canada. In February 2001, Canwest changed CHCH's branding from OnTV to CH, serving as the flagship of a new television system. CH's arcing logo was patterned after that of its sister network, Global.
In 2007, the CH system was rebranded E!, and its affiliates each adopted localized branding. With the move, CHCH saw its call sign become its branding. This logo served as CHCH's de facto station brand, as well as the branding for its newscasts.
After E! was dissolved in 2009, Canwest sold CHCH to Channel Zero, who altered the station's schedule to a hybrid of newscasts during the daytime and movies during prime time.
On August 31, 2010, Channel Zero launched a new fall programming schedule for CHCH; the change included the adoption of a new logo patterned after the station's multicoloured 1961-1990 insignia. Channel Zero had contacted agencies in Canada, the United States and the United Kingdom which resulted in nine submissions. Ultimately they ended up using a look created by Channel Zero's in-house team.