During the 1990s, WDRB shifted away from running older movies and classic sitcoms in favor of acquiring more talk and reality shows. In 1990, the station also regained rights to Louisville athletics in 1990 after the university spent three years with WHAS-TV and upgraded its transmitter, improving signal coverage. In 1994, Block Communications entered into a local marketing agreement to operate Salem, Indiana-based WFTE (channel 58, later WMYO, now WBKI); Block acquired WFTE outright in 2001, creating the first television station duopoly in the Louisville market. WDRB continued to carry cartoons through Fox Kids throughout the 1990s; the Fox Kids weekday afternoon lineup was discontinued at the end of 2001, when the remaining Saturday block moved to channel 58 until its successor 4KidsTV was discontinued by Fox in November 2008.