In 2001, the station became a primary WB affiliate, shifting UPN prime time programming to the late evening hours from 10:00 p.m. to midnight, after The WB's prime time schedule. Pax TV programming was dropped altogether at this time. In 2003, the station changed its call letters to WBHQ (reversing the last three letters of its original calls) and moved its transmitter to space on the tower of ABC affiliate WOLO-TV (channel 25) near Camden. This gave the station an over-the-air coverage area comparable to Columbia's other full-power stations, enabling it to shut down the channel 67 translator. It also changed its on-air branding from "WB63" to "Midlands' WB4" (a reference to its cable channel placement in the market on Time Warner Cable). During this period, it moved to its current studio facilities in Elgin. WBHQ dropped UPN programming on August 27, 2004, leaving the market without a UPN affiliate until Roberts Broadcasting signed on WZRB (channel 47) on January 1, 2005.