In June 1999, the station was bought by Waitt Media and, under the company's ownership, moved to its current facility on Ross Clark Circle. This change resulted in its advertising sales and traffic departments being held together under the same room for the first time. On December 15, 2003, Raycom Media bought the station; two years later, WDFX became a sister station to NBC affiliate WSFA in Montgomery after Raycom acquired the Liberty Corporation. The big three outlet served the Wiregrass Region as its "de facto" NBC affiliate until WRGX-LD signed on in 2013.