WVSB's first station ID
It's hard to believe twenty-five years have passed since the birth of WLOV.  A lot has happened in those years—we've seen the tenures of four presidents, ten Olympic Games, the fall of the Berlin Wall, and the Baby Boomer generation becoming grandparents.  But our station has had an interesting quarter-century as well!


WLOV began its life as WVSB, an ABC affiliate.  Owned by Venture Systems, Inc., the station first began broadcasting on Sunday, May 29, 1983.  The station had been scheduled to begin on the first of May, but delays in the delivery of studio equipment pushed the date back.  Wet weather prevented workers from completing work on the studio towers in West Point and Woodland, pushing the date back even further.


David Hopper's opening message
WLOVOn that first evening, President/General Manager David Hopper welcomed Northeast Mississippi to the station's viewing audience in a special message aired before the start of primetime programming.  In the welcome, Hopper said the station looked forward to "long and prosperous affiliation with the Northeast Mississippi people," and promised that the station was "here to serve you with something good every day."


As Ultra-High Frequency (UHF) channel 27, viewers were required to use the U channel on their televisions, and use that not-so-familiar second knob to access the UHF channels.  The station ran advertisements in local newspapers instructing viewers how to connect UHF antennas and tune in.


An early newspaper ad showing viewers how to hook up a UHF antenna and find the channel
In 1991, Love Communications took an interest in the fledgling station, and purchased it.  As part of the purchase, the station name was changed to WLOV, a play on the Love Communications name.


As the only UHF station in the market, WLOV suffered early financial difficulties.  Most people weren't familiar with UHF stations and finding them on their televisions, despite the station's early efforts at educating people.  While the station was steadily gaining viewers, competition from the NBC and CBS affiliates on "regular" channels was fierce.


Aware that the station needed help, WLOV entered into a Program Service Agreement with Tupelo's WTVA on May 8, 1992.  On November 25 of that year, the Federal Communications Commission (FCC) authorized the station to move to Tupelo.  At first, WLOV moved into offices in the Tupelo Community Antenna building (now Comcast Cable), but then moved into the WTVA building.


WLOV's home in Tupelo
The move was wise, and reduced costs for rent, utilities, taxes and fees, maintenance of studio equipment, programming, and staffing. Employees were given the opportunity to move with the station to Tupelo, and many did.  Of those employees, many are still employed by the station.


General Manager Jennifer Dennington hard at work.
In February of 1994, new General Manager Jennifer Dennington was brought on board and challenged with reviving the station.  New changes came fast!  Lingard Broadcasting, the station's current owner, bought the station in August of 1994.  Lingard saw the potential for WLOV to become a market leader, and asked Dennington to remain on as General Manager.


Around this time, WLOV also began to include programming from a new network that was making waves in the entertainment industry.  News Corporation's new "mini-network" was still young, but it was picking up viewers at an astonishing rate.  WLOV embraced the new network early on, and for a while operated as a dual-affiliate station.  But the new network was clearly going places, and WLOV decided it wanted to become a part of its success.


From unknown to number one network—we know what's hot!
So in November of 1995, WLOV ceased being an ABC affiliate.  Instead, WLOV now proudly became FOX 27, the area's premier FOX affiliate.


With the popular FOX network now drawing in record viewers and the station now available on easier-to-find cable channels, WLOV began to grow rapidly.  "West Point of View", the station's community issues program, began airing in January of 1995.  In March of 2000, "WLOV News At Nine" hit the air, and began a streak of Associated Press award wins.


"First Down on FOX", a locally-produced sports show, was even more successful after its launch, becoming WLOV's first program to earn an Emmy nomination from the National Academy of Television Arts & Sciences in 2005.


WLOV continues to lead the way in digital entertainment.
And another first for WLOV was providing television broadcasting in digital, on August 22, 2004.  The new high-definition digital channel, DT16, upgraded to full-power digital in April of 2007, bringing high-definition television to viewers all over North Mississippi.


And in 2009, WLOV will discontinue its analog service in accordance with FCC regulations, and switch to full digital service.  Viewers who get WLOV by cable, dish, or satellite will continue to enjoy the benefits of HD, but new entertainment features will become available to viewers.  WLOV continues to work hard to bring viewers the newest and best in entertainment, and is excited about what the future will bring!


WLOV It's been a wild ride, but WLOV is glad to share such a special history with viewers in North Mississippi and elsewhere.  You're a part of our past and our future, and we look forward to making new history and bringing you the best television entertainment there is.


After twenty-five years, there's still something good on the air, and we're glad you're watching!