As WJW-TV (1956–1977) Storer changed channel 8's call letters to WJW-TV on April 15, 1956, to complement WJW radio (AM 850, now WKNR, and FM 104.1, now WQAL), respectively. All three stations later moved to the former Esquire Theater building at 1630 Euclid Avenue, near Playhouse Square. On November 16, 1963, approximately 30 WJW radio and television personalities went on strike, forcing both stations to use supervisory and production personnel in those roles, many from parent company Storer Broadcasting stations in Atlanta and Miami. The main bargaining point was Storer's attempt to institute a new, drastically reduced fee schedule for performers. On November 20, WJW-TV broadcast a taped panel segment that offered the striking performers the opportunity to state their case, since management had presented its side two nights earlier. After nearly reaching agreement on November 23 before talks collapsed, the two sides finally came to an agreement on November 27. As WJKW-TV, then back to WJW On November 2, 1975, the station moved to its present studios at 5800 South Marginal Road, which were built with a more modern approach than Storer's usual exterior studio design; the building features a number of columns framed by windows in the front, though the large front was not of the usual Georgian or Colonial mansion-esque design common with WJW's sister stations. While WJW-FM was sold in the late 1960s, Storer kept the AM station until late 1976, when the group sold the radio station to Lake Erie Broadcasting. The AM station's new owners were allowed to keep the WJW call letters, forcing channel 8 to change theirs, per a since-repealed FCC rule that prohibited radio and television stations in the same city, but with different owners from sharing the same base call letters. As a result, channel 8 changed its callsign to WJKW-TV on April 22, 1977. (The added "K" did not stand for anything.) On September 16, 1985, the station reacquired the WJW-TV callsign (eventually shortened to simply WJW), as had changed its callsign following the radio station's own transfer of ownership to Booth American Broadcasting (the aforementioned call letter rule was still in effect then). After Storer Broadcasting was bought out by Kohlberg Kravis Roberts in 1985, the station underwent a series of ownership changes. KKR sold the stations to Gillett Communications in 1987; shortly thereafter, SCI Television was spun off from Gillett to take over the stations after Gillett's