The market's MyNetworkTV affiliation was originally on WXXV-DT2 which signed-on in September 2006. MyNetworkTV was a response to The WB and UPN merging their operations in order to form a new network, The CW. Around the same time of network partners CBS and the Warner Bros. unit of Time Warner announcing the consolidation, News Corporation (owner of Fox) made public that it too was establishing a new programming service known as MyNetworkTV. It was specifically created for television stations formally affiliated with The WB or UPN that were supposedly not announced as joining The CW in addition to offering competition on new stations.
As a MyNetworkTV outlet, WXXV-DT2 serves as the Hattiesburg/Laurel market's default affiliate since that area lacks a locally-associated station. Its over-the-air digital signal originates from a transmitter that is strategically located and features a directional antenna pattern to enable the station to cover all locations in Mississippi's Gulf Coast and Pine Belt regions. It was announced that in late-June 2012, MyNetworkTV will revert to cable-exclusive status joining local CW Plus outlet "WBGP" that is also only seen on cable. The change will then allow WXXV-DT2 to become the market's first ever NBC affiliate.
On January 1, 2015, WXXV took over promotional and advertising responsibilities of the market's cable-only CW affiliate "WBGP" from Cable ONE. As a result, the service was added to a new third subchannel of WXXV in order to offer over-the-air viewers access to The CW for the first time. Except for local commercials, all programming is provided through the national CW Plus service. Although "WBGP" was seen on the basic tier Cable ONE, WXXV-DT3 is only available on digital channel 476 which was formerly the location of this cable-exclusive MyNetworkTV station. At the same time that WXXV-DT3 launched, MyNetworkTV programming moved to a secondary affiliation on WXXV's primary channel and can be seen on weeknights from 10 until midnight.