On July 30, 1970, Wichitex Radio and Television, then managed by Fry and Darrold A. Cannan Jr., sold KFDX to Charleston, West Virginia-based Clay Communications for $5.05 million; the sale was approved on January 28, 1971. During the latter years under Wichitex ownership and its early years under the stewardship of Clay, the station uniquely identified its channel 3 position with the Roman numeral "III" starting in 1967; the station's on-air brand was further stylized with the "TV" suffix in the callsign rendered in lowercase preceding the numerals, as "KFDX-tv III", with the Roman numeral idenfier being used for its local newscasts (initially as "TV-III News", and later as "News III" and "Newscenter III", with the title of its agricultural news program stylized as "RFD-III") and film presentations (as "Matinee III" and "TV-III Golden Movies"). The station reverted to using a conventional numerical logo in 1978, at which point the station modified its newscast branding as "Newscenter 3".