The station began phasing out the "Fox 41" branding in favor of simply branding by the WDRB call letters in May 2011. While this occurred shortly after sister station KTRV-TV in Boise, Idaho unexpectedly lost its Fox affiliation, station management stated that the rebrand was done in order to bring its branding in line with Louisville's other major network stations–NBC affiliate WAVE (channel 3), ABC affiliate WHAS-TV (channel 11) and CBS affiliate WLKY (channel 32)–who have all long branded with their call letters. Additionally, station management wanted to distinguish the station from Fox News Channel; WDRB is one of a handful of Fox affiliates that omit network references in their branding.