 Twenty-four days later, Warner Bros. Television, which owned The WB, and CBS Corporation, owners of UPN (channel 22's former network as KUPT), announced a merger of those two networks to take effect on September 18, 2006; the new network operating under the name of "The CW".KWBZ signed on to become a CW affiliate, resulting in new call letters (KLCW was adopted on June 30, 2006) and a rebranding (Lubbock CW).The station's feed still operates from the generic service for lower-market stations (The CW Plus) with local inserts and advertising placed by KJTV-TV and Ramar.