Field Communications acquired the Kaiser stations in 1978, and WLVI began using Field standardized station branding. They would later put all of its stations up for sale in 1982, which then sold all of its stations except WKBS-TV as part of its liquidation in 1983. WLVI was one of the stations, which the Gannett Company was one of the buyers for Field's stations, including WLVI.
After Gannett purchased WLVI from Field, the Field-styled branding and logo, along with former Field sister station KBHK in San Francisco, continued to be used after different owners took over the stations until 1992.
WLVI logo (1987-1989); from 1984 to 1989, WLVI used the name "Living 56" on their promos and logo. This is the 2nd version of the "Living 56" logo which was used from 1987-1989.
Gannett "Death Star" ident, mid-1980's, used before The News at Ten
In November 1993, Gannett sold the station to Tribune Broadcasting, which was finalized in early 1994. Tribune then affiliated the station with The WB on January 11, 1995; by then the station was branded as "WB 56".
WLVI-TV Station ID (1995)
Station ID (1995, as a WB affiliate)
A ident called “No Grown-ups Allowed” featured the station’s logo in red and the 1995-1997 Kids' WB logo
This logo was used from September 18 to December 2006.
On September 14, 2006, 4 days prior to the launch of The CW, Tribune announced that WLVI would be sold to Sunbeam Television, owner of then-NBC affiliate WHDH. Tribune continued to operate WLVI until December 18, 2006, when the Tribune-run station website was closed and replaced with a redirect to the new Sunbeam-run website, and the final Tribune-produced newscast aired; the sale to Sunbeam was completed the following day.