The station signed on October 23, 1971, as WXLT-TV. It was the first network-affiliated television station in West Central Florida that wasn't licensed to Tampa or St. Petersburg. It signed on to provide ABC programming in an area of a state that was insufficiently covered by the signal of WLCY-TV (channel 10, now WTSP and currently a CBS affiliate). It also carried several CBS and NBC programs that neither WTVT (channel 13, now a Fox owned-and-operated station) and WFLA-TV (channel 8) carried during the 1970s. The station was originally owned by Robert Nelson.
Test pattern.
1982–1985
SVG NEEDED
This logo was also used by WMGM-TV from 1984 to 1987.
1985–1986
SVG NEEDED
WWSB
1986–1993
SVG NEEDED
"Something's Happening, Here on 40"
In 1986, channel 40 changed its callsigns to WWSB. That same year, Nelson sold channel 40 to Calkins Media.
1993–2001
1993–1996
SVG NEEDED
This logo debuted a year before WFTS-TV (channel 28) switched to ABC as part of a deal between the network and WFTS' owners, the E. W. Scripps Company. Conciding with the Scripps-ABC pact, ABC notified channel 40 of losing its affiliation on September of that same year, this would make channel 28 the sole ABC affiliate for the area but channel 40 later renewed their deal with ABC in March 1995.
1996–2001
SVG NEEDED
2001–2004
2004–2024
2004–2007
In 2004, WWSB started using a modified version of the "Circle 7". Despite this, the virtual channel is still on channel 40. The "7" in the logo refers to its channel position in most cable systems in the market.
2007–2013
2013–2021
On April 11, 2016, Calkins announced that it would exit the broadcasting industry and sell its stations to Raycom Media. The sale was completed on April 30, 2017. On June 25, 2018, Gray Television announced that it would acquire Raycom Media. The sale was completed on January 2, 2019.
"First Alert Weather" logo (2017–2024)
Early variant with 2007 ABC logo
Variant without call letters
Station ID (2023)
2021–2024
SVG NEEDED
2024–present
In 2024, WWSB began using the G. Dean Smith-designed Circle 7, which is also used by sister station KLTV (channel 7) in Tyler. However, the one used by WWSB is thicker than the one used by KLTV.