The station applied for its construction permit on September 22, 1995. The FCC approved it on October 4, 2004. It originally planned to use UHF analog channel 61 (from which the Channel 61 Associates, LLC name for the station's licensee was derived) but switched to channel 40 because channels 51-69 would not to be used for television after the DTV transition. In 2006, the station decided on the call letters WCWF, sparking speculation that the station would be an affiliate of The CW. However, that affiliation went to Fox affiliate WFFF-TV (channel 44), first as a replacement for its secondary WB affiliation and then on a new digital subchannel. (The CW affiliation later moved to a subchannel of NBC affiliate WPTZ, channel 5; it now airs on sister station WNNE, channel 31).