WSBK-TV

WIHS-TV

1964–1966

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WSBK-TV

1966–1977

1977–1995

1995

January–June 1995

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

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

2002–2006

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

2006–2011

In 2006, UPN and The WB were both shut down 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.