to import WCFT-TV from Tuscaloosa, Alabama when it became a satellite of ABC affiliate WBMA-LD in September 1996 after WBRC affiliated with Fox. During the late 1990s, WLOV also served as a secondary affiliate of UPN. In September 2002, UPN moved to WCBI-DT2. WLOV's digital signal on UHF channel 16 signed on August 22, 2004 and upgraded to full-powered high definition level in April 2007. On April 1 of that year, WLOV launched a new second digital subchannel to be the market's This TV affiliate. Although not initially carried on digital cable systems, WLOV-DT2 was eventually picked up by carriage agreements. On September 1, 2012, WLOV added MeTV to digital subchannel 27.2; the network relocated from WTVA, which switched the affiliation of its second digital subchannel from MeTV to ABC on that date, due to the August 31 shutdown of WKDH (which WTVA-DT2 effectively replaced the affiliate for the Columbus/Tupelo/West Point market). This TV was relocated to a new third digital subchannel to make room for MeTV. Lingard Broadcasting filed to sell WLOV to Tupelo Broadcasting on December 21, 2012; the new owners continued the station's agreements with WTVA. The sale was consummated on August 13. Heartland Media announced its purchase of WTVA from the Spain family on September 16, 2014; while WLOV-TV itself was not included in the deal as it is owned separately, Heartland inherited WTVA's agreements with WLOV. Three weeks later, on October 7, Coastal Television Broadcasting Company (which owns fellow Fox affiliate KTBY in Anchorage, Alaska) announced that it would acquire WLOV. Both transactions were completed on February 11, 2015. Since the late 2010s, WLOV primarily identifies using its call sign instead of the network mandated Fox 27, although it includes the Fox logo in its station id. Technical information Subchannels The station's digital signal is multiplexed: Analog-to-digital conversion WLOV-TV shut down its analog signal, over UHF channel 27, on February 17, 2009, the original target date in which full-power television stations in the United States were to transition from analog to digital broadcasts under federal mandate (which was later pushed back to June 12, 2009). The station's digital signal remained on its pre-transition UHF channel 16. Through the use of PSIP, digital television receivers display the station's virtual channel as its former UHF analog channel 27. Newscasts In 1991, WLOV aired newscasts from Mississippi News Tonight, which were produced by then-owners Love Communications, in conjunction