On December 23, 2014, as part of a long-term affiliation renewal with the network, Media General announced that WWLP and WFXQ-CD would affiliate their respective second digital subchannels with The CW, allowing the former cable-exclusive "WBQT" channel serving the market to have an over-the-air presence. On January 1, 2015, WWLP took over promotional and advertising responsibilities of WBQT from the area's cable companies. As a result, the service was added to the second subchannel of WWLP in order to offer over-the-air viewers access to The CW for the first time. The main station launched a prime time newscast at 10:00 p.m. on this CW subchannel on April 13, 2015. It also started replaying WWLP's weekday morning lifestyle show, "Mass Appeal", at 1:00 p.m., and as of April 1, WBQT "Pioneer Valley CW" was re-branded as "The CW Springfield" as well.