In 1996, WISC-TV launched "WiSC2," a local cable channel that served as secondary outlet for WISC programming.
Two years after its launch, WISC-TV gained affiliation with The WB for WiSC2, which was rebranded to "TVW" (for TeleVision Wisconsin, WISC-TV's license holder). TVW was added to WISC's 3.2 digital subchannel in fall 2000.
In 2001, local cable provider Charter Communications relocated TVW to Channel 14, which led to an emphasis of cable channel position in TVW's branding.
In August 2002, WB14 and WHPN swapped network affiliation: WHPN joined The WB and became WBUW, while WB14 joined UPN.
When UPN amalgamated with The WB to become The CW (which affiliated with WBUW in Madison), UPN14 joined MyNetworkTV.
In July 2009, WISC-TV restored TVW as the subchannel's primary branding.