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Logo for WLOO-TV.jpg
Vicksburg/Jackson, Mississippi
United States
CityVicksburg, Mississippi
BrandingMy 35 The Loo
SloganTV For You!
ChannelsDigital: 36 (UHF)
Virtual: 35 (PSIP)
OwnerTougaloo College
OperatorAmerican Spirit Media
(via JSA; certain services are provided by Gray Television via SSA)
FoundedOctober 1, 1996
First air dateSeptember 29, 2003 (15 years ago) (2003-09-29)
Call letters' meaningTougaLOO
Sister station(s)WDBD, WLBT
Former callsignsWUFX (2003–2013)
Former channel number(s)
  • Analog:
  • 35 (UHF, 2003–2009)
  • Digital:
  • 41 (UHF, until 2018)
Former affiliationsFox (2003–2006)
The WB (July–September 2006)
Transmitter power950 kW
Height582 m (1,909 ft)
Facility ID84253
Transmitter coordinates32°12′49.9″N 90°22′56.5″W / 32.213861°N 90.382361°W / 32.213861; -90.382361
Licensing authorityFCC
Public license informationProfile

WLOO, virtual channel 35 (UHF digital channel 36), is a MyNetworkTV-affiliated television station serving Jackson, Mississippi, United States that is licensed to Vicksburg. Owned by Tougaloo College, the station has a joint sales agreement (JSA) with Jackson-licensed Fox affiliate WDBD (channel 40, owned by American Spirit Media). Both stations are in turn controlled by Gray Television (owner of Jackson-licensed NBC affiliate WLBT, channel 3) under a shared services agreement (SSA), with Gray providing limited engineering support to WLOO. The three stations share studios on South Jefferson Street in downtown Jackson; WLOO's transmitter is located on Thigpen Road in Raymond.

On cable, WLOO can be seen on Comcast Xfinity channel 11, Cable One channel 52 and Vicksburg Video channels 11 and 265.


The station signed-on September 29, 2003 as WUFX, airing an analog signal on UHF channel 35. The station was Jackson's second Fox affiliate; until its launch, there was no over-the-air affiliate in the area because WDBD had dropped the network in favor of The WB almost two years earlier in October 2001. During the previous 23 months, Fox programming was made available on cable in Jackson via Foxnet, although cable providers in the Natchez area carried WNTZ-TV from Alexandria, Louisiana instead. Throughout its Fox affiliation, WUFX was known on-air as "Fox 35" and used the slogan "Fox For You".

Channel 35 would have officially begun broadcasting at 11:00 a.m. on September 7 in time for the start of the 2003 NFL season. However, two members of the tower construction crew had shots fired at them at the station's analog transmitter site in Edwards on August 31. As a result, all work was halted for 22 days while the Hinds County Sheriff's Department conducted an investigation. Deputies eventually decided it was safe for the construction crew to resume work on WUFX's transmitter and even provided on-site security until its completion.

In early 2006, it was announced The WB and UPN would merge to form The CW. At the same time, News Corporation (owner of Fox) made public another new network called MyNetworkTV would be launching as well. UPN affiliate WRBJ was announced as the new station for The CW while WUFX would join MyNetworkTV. In advance of the switch to MyNetworkTV, WUFX and WDBD swapped affiliations. On July 3, 2006, the station temporarily picked up The WB but began identifying itself on-air as "My 35" in anticipation of joining the new network. After joining MyNetworkTV, it continued carrying WB programming in a secondary nature until that network shut down September 17. Meanwhile, WDBD rejoined Fox and became known on-air as "Fox 40". WUFX and WDBD were sold by Jackson Television to Roundtable Broadcasting in early 2010. However, the latter's licensee listing with the FCC still says Jackson Television.

Vicksburg Broadcasting filed to sell WUFX and WBMS-CA to American Spirit Media in July 2012. As American Spirit also acquired WDBD and WXMS-LP from Roundtable Broadcasting, the WUFX license was then sold for $1 to Tougaloo College, though American Spirit provides sales services to the station under a joint sales agreement. Gray Television, owner of WLBT, provides certain services to the American Spirit stations under a shared services agreement.[1] Tougaloo intends to use WUFX to teach its students about the operation of television stations.[2] On November 13, the transaction was consummated.[3] On April 15, 2013, the call letters were changed to WLOO.[4]

Digital television[edit]

Digital channels[edit]

The station's digital signal is multiplexed:

Channel Video Video PSIP Short Name Programming[5]
35.1 720p 16:9 WLOO-DT Main WLOO programming / MyNetworkTV
35.2 480i 4:3 WLOO-D2 This TV
35.3 WLOO-D3 Soul of the South Network

Analog-to-digital conversion[edit]

WLOO (as WUFX) shut down its analog signal, over UHF channel 35, on May 4, 2009.[6] The station's digital signal remained on its pre-transition UHF channel 41, using PSIP to display WLOO's virtual channel as 35 on digital television receivers.

WUFX was granted an original construction permit after the Federal Communications Commission (FCC) finalized the digital television allotment plan on April 21, 1997. As a result, the station did not receive a companion channel for a digital television station.


Syndicated programming on this outlet includes The People's Court, Maury, Jerry Springer, and America's Court with Judge Ross among others.


In April 2010, WDBD began producing a weeknight half-hour newscast on WUFX, called Fox 40 News at 10 on My 35, which competed against long standing news broadcasts seen on the market's big three stations. After American Spirit Media completed its acquisition of WDBD and entered into the shared services agreement with WLBT, the Fox station's news department was shut down. Production of WDBD's newscasts was assumed by WLBT on November 12, 2012 with all of the news programming retained except for the 10 p.m. show on WUFX since it would compete with WLBT.


  1. ^ Seyler, Dave (August 1, 2012). "TV dealings in the Jackson MS market". Television Business Report. Retrieved August 3, 2012.
  2. ^ Associated Press (August 2, 2012). "Tougaloo College to acquire Vicksburg-based TV station". The Clarion-Ledger. Retrieved August 3, 2012.
  3. ^ http://licensing.fcc.gov/cgi-bin/ws.exe/prod/cdbs/pubacc/prod/app_det.pl?Application_id=1524273
  4. ^ "Call Sign History". CDBS Public Access. Federal Communications Commission. Retrieved April 16, 2013.
  5. ^ RabbitEars TV Query for WLOO
  6. ^ List of Digital Full-Power Stations

External links[edit]