In 1992, WSLS-TV launched "The Spirit of Virginia" promotional campaign, emphasizing the station's new "down home" news philosophy that included more features and a stronger emphasis on soft, community oriented news. In September 1995, WSLS-TV ended "The Spirit of Virginia" campaign and revamped the look and focus of the station, shedding the "down home" philosophy in favor of a more hard-news approach. In 1996, WSLS-TV signed a deal with Grant Broadcasting, the owner of Roanoke's Fox affiliates WFXR and WJPR, to produce a 10 p.m. newscast for the Fox stations. "The Fox 10 O'Clock News" with Frances Scott and John Carlin premiered on October 28, 1996.