Eleven years after the births of UPN and The WB on January 24, 2006, it was announced by CBS and Time Warner that The WB would merge with its rival network, UPN, to form The CW. As part of the deal, the newly formed network signed a 10-year affiliation deal with 16 of Tribune's WB stations, including WEWB. In preparation, the station's call letters changed to the current WCWN on May 10. In July 2006, commercials for The CW as well as syndicated fall programming had the station rebranding as "The Capital Region's CW" effective with the network's launch on September 18.