On June 27, 1952, Wichitex Radio and Television – a locally based company managed under the direction of Darrold A. Cannan, Sr. and Howard Fry – submitted an application to the Federal Communications Commission (FCC) for a construction permit to build and license to operate a broadcast television station in the Wichita Falls–Lawton market that would transmit on VHF channel 3. The FCC awarded the license and permit for channel 3 to the Cannan ownership group on December 19, 1952. Wichtex Radio and Television requested and received approval to assign KFDX-TV as the call letters for their television station, after the local radio station that Wichitex had signed on in November 1947, KFDX (990 AM, now Farmersville-licensed KFCD), itself a disambiguation of the calls used by the company's radio station in Beaumont, KFDM (now KLVI).