separated it from its radio sisters, now WPLY and WSLQ; due to FCC rules, the television station was the only one to retain the original WSLS call sign. In 1992, WSLS-TV launched "The Spirit of Virginia" promotional campaign, emphasizing the station's new "down home" news philosophy that included more features and a stronger emphasis on soft, community oriented news. In September 1995, WSLS-TV ended "The Spirit of Virginia" campaign and revamped the look and focus of the station, shedding the "down home" philosophy in favor of a more hard-news approach. In 1996, WSLS-TV signed a deal with Grant Broadcasting, the owner of Roanoke's Fox affiliates WFXR and WJPR, to produce a 10 p.m. newscast for the Fox stations. The Fox 10 O'Clock News with Frances Scott and John Carlin premiered on October 28, 1996. On January 1, 1997, Media General acquired Park Communications and became the station's new owner. The station was rebranded to match WFLA-TV, Media General's flagship station in Tampa, Florida. On April 14, WSLS-TV re-launched itself as NewsChannel 10 during the 5 p.m. newscast. A new campaign called "10 Listens" was launched, which encouraged viewers to set up a "10 Listens Community Forum". Through the forums, viewers communicated directly with its news anchors and management about concerns facing their community, yielding exclusive story ideas for WSLS-TV and improved its image within the market. A combination of factors caused the station to eventually abandon the forum concept. In 1999, Media General began the process of renovating the WSLS-TV studios in downtown Roanoke, moving the station's news department to a larger newsroom on the first floor adjacent to the news studio. On October 1, 2015, the news sharing agreement between WSLS-TV and WFXR ended when the latter launched its own in-house news department. On January 27, 2016, Media General announced that it would be acquired by Nexstar Broadcasting Group in a deal valued at $4.6 billion. Since Nexstar already owned WFXR and WWCW through satellite exemptions and the Roanoke–Lynchburg market had too few stations to permit a duopoly, on May 27, Nexstar announced that it would sell WSLS, along with WCWJ in Jacksonville, Florida, to the Graham Media Group for $120 million. The sale was approved by the Federal Communications Commission on January 11, 2017, and completed on January 17. In February 2018, WSLS-TV announced it had purchased a warehouse on Fifth Street to build a new television studio