WIHS-TV

1964–1966

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WSBK-TV

1966–1977

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1977–1995

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1995

January–June 1995

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WSBK was sold by New World Communications to Viacom in 1994. In 1995, WSBK joined UPN, although they kept their "TV38" name until June of that year.

June 1995–2002

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In June, the station put itself in line with other UPN affiliates by branding as "UPN 38."

2002–2006

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UPN rebranded for the 2002-2003 television season, and WSBK changed their logo in accordance.

2006–2011

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In 2006, UPN and The WB were both shutdown and merged to form The CW. The CW went to Tribune Broadcasting's WLVI. MyNetworkTV, a new network launched to fill the void left by stations that did not join The CW, went to independent WZMY-TV. WSBK reverted to being independent and returned to "TV 38". Their new logo took the Helvetica "38" from their previous logo and added a circle around it.

2011–present

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In 2011, WSBK joined MyNetworkTV when WZMY went independent as WBIN-TV.

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