On April 14, 1997, WLWC began broadcasting as a Primary WB Affiliate, prior to that date, WB programming in New Beford, Massachusetts and Providence, Rhode Island was provided on cable systems by Boston WB Affiliate WLVI-TV and Superstation WGN. On July 31, 1997 WLWC along with WWHO was purchased by Paramount Stations Group from Fant Broadcasting, and added UPN as a Secondary affiliate that same year.
This was used as a secondary logo for WLWC's secondary affiliation with UPN until 1998 when it rebranded that fall as UPN 28 but carried The WB primary until the fall of 2000. The station also debuted the tagline All Together Now! UPN 28.