The WB
The station was verbally branded as "The WB, Channel 11" (simply adding The WB name to the "Channel 11" branding in use since 1986), until it was simplified to "The WB 11" in 1997, and further to "WB11" in 2000. Initially, WPIX's programming remained unchanged, as The WB had broadcast only primetime shows on Wednesday nights at its launch. As with other WB-affiliated stations during the network's first four years, WPIX ran feature films and select first-run scripted series prior to its 10:00 p.m. newscast on nights when The WB did not offer network programming.