The Journal Company (owner of the "Milwaukee Journal", which was consolidated with the "Milwaukee Sentinel" in 1995 to become the "Milwaukee Journal Sentinel") was granted its first television station license in September 1931 for W9XD. The experimental station used a low-definition electromechanical system to transmit its signal, and conducted field tests from 1931 to 1933; in 1934, Journal converted W9XD's facilities to experimental high-fidelity apex radio unit W9XAZ in 1934. Its license was withdrawn by the Federal Communications Commission (FCC) in 1938 as part of an effort to limit broadcast licenses to stations that would actively engage in the development of television. No publicly announced television programming was broadcast by W9XD during this experimental period.