As was the case with WCFT, CBS opted to retain its affiliation with WHMA—despite the fact that Anniston is to the northeast of Birmingham—because, at the time, WBMG suffered from a weak broadcast signal that did not provide adequate coverage throughout most of the central third of Alabama. Even after WBMG increased its transmitter power to 1.2 million watts in 1969, channel 42 still had a very marginal to non-existent signal in much of east-central Alabama, which lies within the foothills of the Appalachian Mountains, which like other areas of rugged terrain, often experienced impaired over-the-air reception of UHF television stations. Many cable providers in the eastern part of the Birmingham market opted to carry channel 40 as the provider of CBS programming for that area of the state, instead of WBMG.