WPXC-TV

The station was granted a construction permit by the Federal Communications Commission (FCC) on December 28, 1987.[1] The station first signed on the air on April 2, 1990 as WBSG-TV. Originally operating as an independent station, the station became a charter affiliate of The WB upon its launch on January 11, 1995.[2] However, WBSG struggled financially, and on August 2, 1996, the station's owner, Coastal Com Inc., entered into a local marketing agreement with the Allbritton Communications Company, set to take effect on September 1;[3] Coastal Com had earlier planned to sell WBSG to Allbritton outright for $10 million.[4] Allbritton was planning to sign on Orange Park-licensed WJXX (channel 25), and intended for WBSG to serve as a semi-satellite of WJXX for the northern part of the market. Allbritton had also signed an agreement to switch the affiliations of its television stations not already affiliated with the network to ABC; this agreement was spurred by a 1994 affiliation deal between Fox and New World Communications (which was the owner of Birmingham ABC affiliate WBRC at the time). WJXX signed on the air on February 9, 1997, taking the ABC affiliation from WJKS (channel 17, now CW affiliate WCWJ). On that same day, WBSG dropped the WB affiliation and began carrying most of WJXX's schedule with deviations for channel 21's own local newscasts.[5] The switch was supposed to occur in April 1997. However, when WJKS announced that it would drop the ABC affiliation in February and join The WB, under the callsign WJWB, ABC asked Allbritton to sign on WJXX two months earlier than originally planned.[6]

Allbritton heavily invested in the two stations,[6] including building studio facilities on A.C. Skinner Parkway in Jacksonville.[7] However, WBSG and WJXX failed to gain significant ratings traction in the market. In addition to the early sign-on, the two stations' combined signal footprint was not nearly as large as those of CBS affiliate WJXT (channel 4, now an independent station) and NBC affiliate WTLV (channel 12).[6]

After the FCC legalized television station duopolies on November 15, 1999, Allbritton announced the following day that it would sell WJXX to the Gannett Company, owner of WTLV. WBSG was not included in the sale.[6] When the sale of WJXX to Gannett was finalized in March 2000, Allbritton made WBSG an affiliate of Pax (a forerunner to Ion Television).[8] The network's parent company, Paxson Communications (now Ion Media Networks), bought the station that September,[9] and changed its call letters to WPXC-TV the following year, to reflect the station's new affiliation.[10]

During its years as an independent station and later as a WB affiliate, WBSG-TV operated a news department; its local newscasts, branded as NewsCenter 21 with half-hour evening newscasts at 6:00, 10:00 and 11:00 p.m., were targeted at Brunswick and southeast Georgia. After it switched to ABC in December 1996, the station cancelled its 10:00 p.m. newscast as the network began running regular primetime programming during that hour. The news department was shut down in December 1997, when WJXX launched its own news operation[6] and Allbritton transferred most of WBSG's news staff to WJXX[8] (during the stations' first months as an ABC affiliate, the two stations split their simulcast at 6:00 and 11:00 p.m., with WBSG continuing its local newscasts while WJXX aired M*A*S*H reruns[7]).

• Ion Television official website
• BIAfn's Media Web Database -- Information on WPXC-TV