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In early 2006, the CBS Corporation and Time Warner announced that UPN and The WB would merge and form The CW. Although WBFS was owned by CBS Corporation, the CW affiliation was given to WSFL, which is owned by Tribune. It was initially expected that WBFS would become an independent station, but a few months before UPN would fold it was announced that the stations would become a MyNetworkTV affiliate.
MyNetworkTV launched in September 2006 and WBFS took the new network's generic branding and started calling itself My33.