However, after WBMA-LP replaced WBRC as the market's ABC affiliate in September 1996, WVTM had to fend off a spirited challenge from the upstart station (to which it lost two of its well-known anchors, Pam Huff and Tracy Haynes, who were later hired to anchor that station's morning newscasts). Since the start of the new millennium, it has also had to contend with a resurgent WIAT, whose news ratings prior to the February 1998 relaunch of its news department had generally languished at a very distant fourth place for much of its history up to that point. Indeed, since 2006, WIAT has consistently beaten WVTM in the late news ratings. In contrast to WIAT's renewed performance under Media General ownership, ratings averages for WVTM's newscasts slipped to fourth place among the market's five major television news operations (ahead of WVUA-CD (channel 7) and behind WBMA-LD and WIAT) during the company's ownership of channel 13, where it remains to this day.