The station first signed on the air on May 3, 1991 as WBSV-TV (for Bradenton, Sarasota, and Venice, the three cities it primarily served) on channel 62; locally owned by DeSoto Broadcasting, it originally operated as an English-language independent station serving the Sarasota area, and competed with the area's ABC affiliate WWSB (channel 40) and the other stations in the Tampa Bay and nearby Fort Myers markets. As WBSV, the station ran a variety of syndicated and local programming, along with infomercials and home shopping programs; early on, the station also produced a local newscast. However, the station was unprofitable, eventually relying more on home shopping and infomercials to keep the station afloat.