Originally signed on the air on December 25, 1954 as a primary NBC affiliate on VHF channel 12, it was owned by future Alabama governor Gordon Persons, who sold channel 12 and WSFA radio (AM 1440, now WLWI) to the Oklahoma Publishing Company in February 1955 and again in 1959 to the Columbia, South Carolina-based Liberty Life Insurance Company.
Then-corporate sibling WTOL in Toledo and WIS-TV in Columbia, South Carolina used a similar logo from 1970s.
"Let's all be there!" ID (1985–1986)
The "-TV" suffix was omitted in 1986, long after WSFA radio was sold.
Only on WSFA Montgomery IDs 1989
"Come home to the best, only on WSFA" (1988–1989)
Liberty merged with Raycom, sharing its then-flagship status with sister station WBTV in Charlotte, North Carolina.