The station first signed on the air on July 18, 1965, as WLCY-TV. It was owned by Rahall Communications, along with WLCY radio (1380 AM, now WWMI; and 94.9 FM, now WWRM). The station was affiliated with ABC, but spent its first month-and-a-half of operation as an independent station, as previous ABC affiliate WSUN-TV (channel 38; frequency now occupied by WTTA) went to court to keep the affiliation. The city of St. Petersburg, owners of WSUN-TV, had been one of the applicants for the Channel 10 license, having jumped in out of fear of losing its ABC affiliation. WLCY ultimately won and formally switched to ABC in a special ceremony on September 1, 1965.
In 1977, WLCY-TV was purchased by Dallas, Texas-based Gulf United Broadcasting. New owner Alan Henry (of WINS New York fame), general manager Larry Clamage, and news director George "Bud" Faulder began to turn the station around, changing the call letters to WTSP-TV on September 12, 1978, and hiring several new on-air staff members who changed the face of the station.
Logo with Call letters and ABC logo
Mid 1980s station ID.
Sky 10 Promo 1986
"That's Special Feeling" ID (1983-1984)
"You'll Love It!" ID (1985–1986)
"Together" ID (1986–1987)
1985 Station ID
1979-1981 station ID with "Take A Look" slogan
This logo debuted on June 10, 1979, and was shared with then-sister station KTSP-TV (now KSAZ-TV) in Phoenix from 1982 onward. WTSP and KTSP were both owned simultaneously at one point by Gulf Broadcasting. One of the images above use ABC's "Together" slogan from 1986–1987.
"America's Watching Channel 10" ID (1991–1992)
1992–1994 (primary), 1992–2002 (secondary)
The "10" design is similar to WALA-TV in Mobile–Pensacola, and WCAU in Philadelphia.
In 1994, then-CBS affiliate WTVT, switched to Fox after an affiliation deal was made with then-owner New World Communications. As a result, CBS was forced to find a new station in Tampa, which was WTSP. ABC made the move to former Fox affiliate WFTS-TV. The previous logo was simply modified to include the CBS eyemark as a result. The station also got a new tagline, Keep your eye on 10!
WTSP Tampa 6 00 News Open (with new Gannett graphics and music)
WTSP's Updated News open
10News logo with CBS Eye
In 2010, WTSP reverted to the 2002 logo.
WTSP-TV's News open (2008-2010)
The 2008 logo is a simplified version of the 2002 logo. That logo only lasted for 2 years before they reverted the previous logo in 2010.
Similar to the 2002 logo, but now rendered negative and inside a box.
Stacked version, seen on Gandy Boulevard, St. Petersburg
On April 10, 2020, WTSP introduced a new logo (designed by Atlanta-based design firm Matchstic, who had also created an identity for sister station WXIA-TV in 2019) with a retro style to it and rebranding itself as "10 Tampa Bay". This logo is a variant of the logo that has been used by Australian TV network Network 10 since October 2018; both CBS and Network 10 are owned by Paramount, which also owns nearby CW station WTOG. The logo also looks similar to the WJAR logo from the 1980s, although having multiple lines instead of one.