The Celtics did not have the financial means to compete as a broadcaster. Nonetheless, under Celtics ownership, WFXT finally began to acquire stronger programming, becoming a serious competitor to WSBK and WLVI for the first time. In 1990, among securing the rights to several new, high-profile rerun syndication packages, WFXT managed to buy rights to "The Cosby Show", reruns of which had been airing on WCVB-TV (channel 5) for the past two years. WCVB, which had lost a lot of money airing "The Cosby Show" in weekend blocks only, retained a small portion of the show's syndication rights for weekends and occasional airings in prime time (in the event that they chose to preempt an ABC network program). WFXT, meanwhile, began airing "Cosby Show" reruns on weekdays in the fall of 1990; aside from a couple of years off between 1994 and 1996, "The Cosby Show" would remain a staple of WFXT's schedule for well over a decade.