started at 6:00 a.m., before moving up to 5:30 a.m. in 1996 and 5:00 a.m. by 2000; as of August 2016, it currently starts at 4:30 a.m. Between 2000 and September 1, 2003 and from October 27, 2008 to 2009, the morning show was known as Eyewitness News This Morning and from September 2, 2003 to October 24, 2008 was known as 7 News This Morning (WKBW-TV's morning show predated by seven years the next competitor, WIVB-TV, which did not debut its morning newscast, Wake Up! until 1994. WGRZ-TV followed suit with Daybreak in 1996). 1989–2003 From about 1989 until February 1997, the station identified itself as News Channel 7, but kept the Eyewitness News name for its newscasts out of posterity, resulting in rather long station announcements (for example, "From WKBW-TV News Channel 7, this is Eyewitness News at 5"); a similar situation arose on then-CBS affiliate WJXT in Jacksonville, Florida from 1997 to 2002, that station also continued to call its newscasts Eyewitness News while identifying as WJXT NewsChannel 4 for general purposes. During this era, it also reorchestrated the "Move Closer to Your World" theme with a more futuristic synthesizer-based version. From 1998 to 2002, it used the slogan "Your Hometown Advantage." Eyewitness News had been the most-watched newscast in the Buffalo market for many years and was at times even more popular in the Toronto market than the local news programs in that area. Some critics have contended this was due to Canadian viewers' attitudes that local Toronto television newscasts were "staid" and "boring" as contrasted with WKBW-TV's "tabloid" and "sensational" style of production, with American television stations approaching local news coverage as a "product" rather than a "public service," as is Canada's tradition. However, in 2000, the Nielsen ratings system switched the Buffalo market from a diary market to an automatically metered market and in part because of WKBW-TV's inflated reputation (coupled with Weinstein's and Jolls' respective retirements), eventually rival WIVB-TV overtook the #1 spot, although it was still very much a three-way battle between the market's local news stations. Beginning in the mid-1990s, the station began making some questionable moves that arguably began its fall to the bottom. The first was declining to renew The Oprah Winfrey Show, which served as the lead-in for WKBW-TV's 5:00 news; rival WIVB-TV picked up the show along with Wheel of Fortune and Jeopardy! in September 2012 to