From the network's launch in 1995 until the September 1998 inception of the WB 100+ feed, markets without a WB affiliate, including Bowling Green, were served via cable TV by Chicago's WB affiliate WGN-TV, one of the few national superstations in the United States. In September 1998, WBKO, in conjunction with Insight Communications (later Time Warner Cable, now Charter Spectrum), entered a joint-venture to operate cable-only "WBWG" (a false callsign which stood for The WB BoWling Green), an affiliate of The WB, and received programming via The WB 100+, a national network feed specifically designed to serve WB affiliates that are not within the top 100 markets. At the time of the launch of "WBWG", Bowling Green had a market ranking of 183. The call letters were fictional and were not recognized by the FCC since it was a cable-exclusive outlet. The channel provided all of The WB's programming, along with syndicated programming provided by The WB 100+ feed. It had the branding WB 12 for most of its tenure with the WB.