during the late 1950s, the station was also briefly affiliated with the nta film network. the station lost dumont when that network shut down in 1956. in 1963, the station was sold to the gannett company; during the mid-1960s, wrex was briefly co-owned with the rockford morning star. wrex became a full-time abc affiliate in 1965, when wcee-tv signed on the air. in 1966, wrex became the first television station in rockford to broadcast in color.