The station first signed on the air on October 16, 1971 as WRBT, an ABC affiliate. The station was founded by Romac Baton Rouge Corporation, a consortium of Southern Educators Life Insurance Company and local businessmen Richard O. Rush and Ramon V. Jarrell, with its call letters standing for Romac Broadcasting Television. The station temporarily operated from Florida Boulevard before moving to studios on Essen Lane, where it stayed until 2000. Before WRBT began, ABC was limited to off-hours clearances on then-NBC affiliate WBRZ-TV (channel 2) and CBS affiliate WAFB-TV (channel 9).