After years of sagging ratings and continuing to be the lowest-rated of the network's owned and operated stations, NBC sold majority control of WKYC (51%) to Multimedia, Inc. in 1990. Due to its long ownership by NBC, to this day channel 3 is the only major station in Cleveland to have never changed its primary affiliation. At that time, Multimedia's entertainment division (now part of NBC's syndication arm) produced a number of syndicated daytime talk shows, and as a result Multimedia productions such as "Jerry Springer" (who himself had come from then-sister station WLWT in Cincinnati), "Sally Jessy Raphael" and "Donahue" ended up on WKYC's daily schedule. In 1993, the NBC peacock was dropped from the primary station logo, which italicized the numeral 3, was put in a square, and took a red-white-blue color scheme, though WKYC was still (and continued to be up until 2019) identified as "Channel 3" (the previous logo was a plain Helvetica "3" used 1976-84, as per NBC's nationwide branding for its O&Os, and was modified to become the logo today, after replacing the logo used 1984–91, an abstract, rectangular 3).