to 9:00 p.m.) on nights when the two networks offered prime time programs. On January 15, 2001, KSHV switched its primary network allegiance to The WB and shifted UPN to secondary status, swapping the airtimes of the respective network's prime time lineups (with The WB's programming moving to a 7:00 p.m. start on Monday through Friday nights). The following year, the logo that the station adopted at the time—which, accordingly, saw KSHV adopt "WB45" as its branding—began incorporating the UPN network logo as well as the former network's mascot at the time, Michigan J. Frog. (The UPN logo was removed in September 2003, while the Michigan J. Frog image was dropped in September 2005, when The WB "retired" the animated mascot in an effort to change its image from a network targeting a young teenage audience to one targeting young adults.) On September 1, 2003, KPXJ (channel 21)—which had been sold to Minden Television Company LLC by original parent company Paxson Communications (now Ion Media) for $10 million earlier that summer—took over as the UPN affiliate for the Shreveport–Texarkana market, leaving KSHV-TV exclusively affiliated with The WB. The switch, which also resulted in its original Pax TV (now Ion Television) affiliation being shifted to secondary status, coincided with KPXJ's operations being assumed by KTBS, LLC (owner of ABC affiliate KTBS-TV [channel 3]) under a local marketing agreement, and resulted in some first-run and off-network syndicated programs whose rights had been held by KSHV being moved to KPXJ to fill that station's new general-entertainment-based schedule. MyNetworkTV affiliation On January 24, 2006, the respective parent companies of UPN and The WB, CBS Corporation and the Warner Bros. Entertainment division of Time Warner, announced that they would dissolve the two networks to create The CW Television Network, a joint venture between the two media companies that initially featured programs from its two predecessor networks as well as new series specifically produced for The CW. Subsequently, on February 22, 2006, News Corporation announced the launch of MyNetworkTV, a network operated by Fox Television Stations and its syndication division Twentieth Television that was created to primarily to provide network programming to UPN and WB stations with which The CW decided against affiliating based on their local viewership standing in comparison to the outlet that the network ultimately chose, allowing these stations another option besides converting to independent stations. On March 7, 2006, in a press