"strongest" WB and UPN affiliates, and Boston was one of the few markets where the WB and UPN affiliates both had relatively strong viewership. On February 22, 2006, News Corporation announced the launch of MyNetworkTV, another new broadcast television network to be operated by its Fox Television Stations and Twentieth Television divisions. WSBK was considered the favorite to become the network's Boston affiliate, but CBS Television Stations announced that May, that channel 38, along with WBFS-TV in Miami, would instead become independent stations. Although WBFS ultimately signed with MyNetworkTV, the MyNetworkTV affiliation in the Boston market eventually went to Derry, New Hampshire-based independent station WZMY-TV (channel 50, now WWJE-DT). WSBK-TV officially reverted to the "TV 38" branding on September 6, 2006, and also revived its former Entertaining Boston slogan; the station continued to carry UPN programming until the network shut down on September 15. After the station reverted to independent status, WSBK's prime time lineup was filled by first-run syndicated programs (initially a second run of Dr. Phil at 8:00 p.m. and a second run of Jeopardy! at 9:00 p.m.), and a WBZ-produced 9:30 p.m. newscast. The station adopted a new ad campaign entitled Hello in September 2009, where the majority of station promotion is centered around the word "hello"; this new campaign also brought forth a mascot called the TV 38 Blockhead. Switch to MyNetworkTV (2011–2022) On June 15, 2011, WBIN-TV (the former WZMY-TV) announced that it would end its affiliation with MyNetworkTV that September to become an independent station. CBS Television Stations subsequently signed an affiliation agreement with the programming service five days later, on June 20, 2011, to move its Boston area affiliation to WSBK. It is believed that CBS' initial decision to deny its larger UPN stations affiliation agreements with MyNetworkTV was in retaliation against Fox for refusing to affiliate any of its UPN affiliates in markets where CBS Corporation or Tribune did not already sign deals to carry The CW with that network. WSBK affiliated with MyNetworkTV on September 19, 2011 (joining Miami sister station WBFS-TV as one of two CBS-owned stations to maintain an affiliation with the service). The station's branding was amended to "myTV38", in accordance to the new affiliation. Second return to independent status (2022–present) On September 19, 2022, WSBK-TV reverted back to being an independent station, ending its affiliation with MyNetworkTV and leaving the programming service without an outlet in the