United sold WIII to Cincinnati TV 64 Limited Partnership, under the ownership of Andrew Banks and Royce Yudkoff, in November 1989. Their initials served as the name for ABRY Communications. Soon after, stronger programming was added to include more recent sitcoms and better movies, and ABRY also invested in improved equipment. On September 15, 1990, coinciding with a total program lineup overhaul, the station changed its call sign to WSTR-TV and its on-air branding to "Star 64". In 1991, the station increased its transmitter power from one to five million watts at a brand new tower and transmitter site in Cincinnati's College Hill neighborhood. That tower would be known as the "Star Tower" and would eventually be home to several radio stations and other communications services.