Lingard Broadcasting Corporation purchased the station in August 1994, continuing the partnership with WTVA. At the same time, WLOV became a secondary Fox affiliate. Before that, cable systems in the area piped in the network's Memphis affiliates, first WMKW-TV (which changed the call letters to WUMT in 1989, and then WLMT one year later), and later WPTY-TV, or the network's Birmingham affiliates, first WDBB, and then in 1991, WTTO when WDBB started simulcasting with that station. On October 10, 1995, WLOV dropped ABC completely, and became a full Fox affiliate, leaving Northeast Mississippi and the part of West Alabama the station served without a local affiliate until the launch of WKDH on June 18, 2001. During that period, cable systems in the area continued to carry WPTY and those on the Alabama side of the market began to import WCFT-TV from Tuscaloosa, Alabama when it became a satellite of ABC affiliate WBMA-LD in September 1996 after WBRC affiliated with Fox. During the late 1990s, WLOV also served as a secondary affiliate of UPN.