The station was bought by USA Broadcasting (which was under the same ownership as HSN, under Barry Diller) in 1997. It became WHOT-TV in October 1999 (for Hotlanta, one of the city's nicknames) and changes its on-air name to "Hotlanta 34". WHOT gave the Atlanta market a second true independent station, the other one being WTBS, which was at the time a nationwide superstation as well. While WUPA was a UPN station and WATL was an affiliate of The WB, they too were semi-independent stations, being those networks only offered a couple hours of programming each night. WHOT added syndicated cartoons, off-network sitcoms, dramas, old movies and syndicated talk/reality shows to its lineup, and also picked up Fox Kids from WATL. (The successor to Fox Kids, 4Kids TV, later moved to WUPA after WHOT/WUVG became a Univision station until that station switched to The CW; afterwards, the block was not aired on any Atlanta station until it went off the air in December 2008. Today, Fox offers a replacement infomercial block, "Weekend Marketplace", which currently airs on WATL.) This marked channel 34's return to independent status; though the station didn't receive spectacular ratings, it was still performing decently.