KNSD

File:Mount San Miguel, Chula Vista, California (15632687756).jpg.]]

San Diego Telecasters, Inc., filed with the Federal Communications Commission (FCC) on June 17, 1963, to build a new television station on ultra high frequency (UHF) channel 39 in San Diego.{{Cite web|url=https://enterpriseefiling.fcc.gov/dataentry/api/download/attachment/770e8cc8-7027-f718-db4b-9493831f8784|title=History Cards for KNSD|publisher=Federal Communications Commission}} The applicant was owned by Larry Shushan and Leon Kahn, the president and co-owner of San Diego radio station KPRI-FM. Shushan and Kahn proposed to build channel 39 on San Miguel Mountain.{{Cite news|url=https://www.genealogybank.com/newspaper-clippings/television-widens-its-horizons-advent-uhf/cvgcxroyjkwsstxbopqlqbtsjofnsebn_ip-10-166-46-81_1734239700709|work=Evening Tribune|title=Television Widens Its Horizons With Advent of UHF|page=C-6|first=Joe|last=Thesken|date=May 8, 1964}} The FCC approved this application on June 25, 1964,{{r|hc}} by which time preparations were under way on the transmitter site.{{cite news|url=https://www.genealogybank.com/newspaper-clippings/us-okays-first-uhf-station-sd/cchrebavcyxgpsnpkrhjasjkqadacuew_ip-10-166-46-82_1734239747541|page=B-7|date=June 27, 1964|title=U.S. Okays First UHF Station for S.D.|work=Evening Tribune|first=Joe|last=Thesken}} Construction required building a road to the mountain's summit, a task that delayed the planned sign-on for the new station.{{cite news|url=https://www.genealogybank.com/newspaper-clippings/sd-television-station-reschedules-opening/uyxbjqdpdrtypzuxatytsrzudfsqdncr_ip-10-166-46-98_1734239873302|title=S.D. Television Station Reschedules Opening|page=A-43|work=Evening Tribune|date=February 11, 1965}}{{Cite news|url=https://www.genealogybank.com/newspaper-clippings/uhf-station-delays-opening-until-june/lzzefbjmdlxmjqgfxughowozfuoejuoj_ip-10-166-46-169_1734239962605|page=A6|work=The San Diego Union|title=UHF Station Delays Opening Until June|date=February 27, 1965}} A late delivery of an antenna from General Electric also set back work.{{cite news|url=https://www.genealogybank.com/newspaper-clippings/citys-first-uhf-station-due-air-september/osgzcdfwgwxmjxiwfuzlubeilwmrahrv_ip-10-166-46-109_1734240018133|page=A-38|date=June 30, 1965|title= City's First UHF Station Due on Air in September|work=Evening Tribune|first=Joe|last=Thesken}} In October 1965, the antenna was installed, and the station formally opened its studios on Engineer Road in Kearny Mesa.{{cite news|url=https://www.genealogybank.com/newspaper-clippings/its-curtain-time-uhf-channel-39-due-nov-14-color/uvdbwqvfyjodadpgayekxbfpvvimyyyv_ip-10-166-46-105_1734240050595|title=It's Curtain Time for UHF: Channel 39 Due Nov. 14 In Color|page=C-2|date=October 19, 1965|work=Evening Tribune|first=Joe|last=Thesken}}

KAAR began broadcasting on November 14, 1965.{{cite news|url=https://www.genealogybank.com/newspaper-clippings/new-channel-air/edrdjnivzzfkjsllyhkffomvypjxqijl_ip-10-166-46-89_1734240359187|date=November 15, 1965|page=A14|work=The San Diego Union|title=New Channel On Air}} It was an independent station, San Diego's first, with a 12-hour broadcast day featuring color movies in prime time,{{Cite news|url=https://www.genealogybank.com/newspaper-clippings/new-tv-sd-kaar-39-begins-telecasts-today/xcpgzmlkoaenasfxsonjnouigmmlkzuh_ip-10-166-46-165_1734240290455|page=X2|first=Jamie|last=Bryson|work=The San Diego Union|title=New TV for S.D.: KAAR-39 Begins Telecasts Today|date=November 14, 1965}} shows for children (Suzy Mallery's Kaartoon-O-Rama) and teenagers (Kaar A Go Go),{{Cite news|url=https://www.genealogybank.com/newspaper-clippings/new-uhf-channel-scheduled-movies-featured/jtpuvsrapafktlezcrsletacvjzybfew_ip-10-166-46-169_1734240117007|page=Z3|title=New UHF Channel Scheduled; Movies Featured|date=October 19, 1965|first=Jamie|last=Bryson|work=The San Diego Union}} This format was not a success. In August 1966, citing a lack of advertising, KAAR cut its broadcast day to 7 to 9 p.m. from Monday to Saturday, carrying the same movie every night in the first week of its curtailed operation.{{cite news|page=A-11|title=TV 39 Trims Telecast Time|url=https://www.genealogybank.com/newspaper-clippings/tv-39-trims-telecast-time/wmdqhtrrusfilsvlhnocfvifzspiwxlk_ip-10-166-46-165_1734240874149|work=Evening Tribune|date=August 13, 1966 }} The station later moved to a 7 to 10 p.m. schedule.{{r|Even670116}}

On January 16, 1967, educational television came to the San Diego area with the launch of instructional programming from the San Diego Instructional Television Authority, a consortium of 26 local school districts. The educational station in San Diego, KEBS-TV (channel 15), was not yet in operation, so the programs were aired by channel 39 during daytime hours{{cite news|url=https://www.genealogybank.com/newspaper-clippings/educational-tv-open-sd-teachers-get-1st-instruction/zrbeiicsnlkhfdavpbvsvdntxxetccex_ip-10-166-46-112_1734240698745|page=B-3|first=Nancy|last=Stanford|work=The San Diego Union|date=January 8, 1967|title=Educational TV To Open In S.D.: Teachers To Get 1st Instruction}} under a contract with KEBS-TV's owner, San Diego State College.{{r|SDU670613}} KAAR restored much of its lost broadcast day after the shift, instituting a late-afternoon children's block, a nightly talk show covering local issues, and a 9:30 p.m. newscast.{{Cite news|url=https://www.genealogybank.com/newspaper-clippings/video-news-and-views/tctshlsnrdwanqgcjjboqqeuzhkpclwp_ip-10-166-46-162_1734240732588|page=A-10|title=Video News and Views|work=Evening Tribune|date=January 16, 1967}} KEBS-TV began test broadcasting on June 12 and supplanted KAAR as the broadcaster of educational television programming.{{Cite news|url=https://www.genealogybank.com/newspaper-clippings/sds-channel-boosted-million-watts/yctinaswnvknxlzvyxjdbpwtbyucsmxh_ip-10-166-46-73_1734240814994|title=SDS Channel Is Boosted To Million Watts|page=B-3|work=The San Diego Union|date=June 13, 1967}}

San Diego Telecasters filed to sell KAAR to Bass Brothers Enterprises on June 23, 1967,{{r|hc}} for $1.1 million.{{Cite news|work=Broadcasting|page=9|date=September 4, 1967|id={{pq|1014505502}}|title=KAAR(TV) sale approved for $1.1 million to Bass}} The sale was approved and the station authorized to go silent effective August 31.{{r|hc}} The station was placed under a Bass subsidiary, Western Telecasters.{{cite news|url=https://www.genealogybank.com/newspaper-clippings/channel-39-returns-air-tomorrow/mqriqxxxhpuctdmcofybsgdhjopcyadr_ip-10-166-46-110_1734240996020|date=February 1, 1968|work=Evening Tribune|page=B-10|title=Channel 39 Returns to Air Tomorrow}} During this time, the new owners recast the station with new KCST call letters{{r|hc}} and a format heavy on sports. KCST returned to air on February 2, 1968; the highlight of its first day on air was live coverage of a game between the San Diego Rockets and San Francisco Warriors.{{r|Even680201}} The station had a package of six total Rockets games as well as 13 San Diego Gulls games.{{cite news|url=https://www.genealogybank.com/newspaper-clippings/point-view-sporting-time-channel-39/cwspfqevugmuacodyhdocqxkzainbtic_ip-10-166-46-175_1725751021771|title=Point of View: A Sporting Time For Channel 39|page=A-8|work=The San Diego Union|first=Donald|last=Freeman}} Former KOGO-TV (channel 10) sports director Bob Chandler, former KOGO-TV newscaster{{Cite news|date=January 9, 1968|url=https://www.genealogybank.com/newspaper-clippings/channel-39-plans-emphasis-sports/uqhctfbhdfmuopbbrzedrmeiltzfbtfl_ip-10-166-46-147_1725750803700|first=Joseph|last=Thesken|title=Channel 39 Plans Emphasis on Sports|page=B-8|work=Evening Tribune}} Bill Fouch, and Mike Smith served as the announcers for a wide slate of sports events. Chandler and Fouch hosted two sports and news updates at 7 and 10 p.m. nightly; the station built a large scoreboard to present half-hourly score updates. In addition to sports, the station had a nightly interview show and teen dance program.{{cite news|url=https://www.genealogybank.com/newspaper-clippings/uhf-station-here-sports-new-format/aqvpjhupuwfzmrojwvhxylrswgpjuobv_ip-10-166-46-110_1734240974676|date=January 29, 1968|title=UHF Station Here 'Sports' New Format|page=C-7|work=Evening Tribune}}

Within three months of signing on, the new KCST secured rights to three more San Diego sports teams, including eight games of the Pacific Coast League San Diego Padres baseball team{{cite news|url=https://www.genealogybank.com/newspaper-clippings/padres-plan-televise-eight-games/gfgzgaimehkoyyujpfxljttnfsmgkjpx_ip-10-166-46-109_1734241225845|page=C-1|work=The San Diego Union|title=Padres Plan To Televise Eight Games|date=February 15, 1968}} and San Diego State Aztecs football replays.{{cite news|url=https://www.genealogybank.com/newspaper-clippings/kcst-televise-aztec-football/cmqwfqoycjrmyxytwfhpidlufiycllct_ip-10-166-46-73_1734241077141|date=April 24, 1968|title=KCST To Televise Aztec Football|page=C-3|work=The San Diego Union}} That March, channel 39 signed a deal to become the official station of the San Diego Chargers football team, airing live preseason road games, a weekly coaches' show, and highlight packages.{{Cite news|url=https://www.genealogybank.com/newspaper-clippings/chargers-sign-tv-pact-channel-39/cbbxmawpozroqrklxntcmvfnntrgaxvh_ip-10-166-46-133_1734241043789|date=March 21, 1968|page=C-4|title=Chargers Sign TV Pact With Channel 39|work=The San Diego Union}} The relationship with the Chargers extended beyond sports broadcasts. When the Chargers drafted cornerback Jim Hill that year, he was assigned number 39 on account of the KCST pact; he hosted a variety show, Mr. 39 Talent Time, and conducted interviews.{{Cite news|url=https://www.genealogybank.com/newspaper-clippings/charger-jim-hill-takes-air-music/dzakovazrznwhmvovcpkfbrrfonfcslw_ip-10-166-46-107_1737396298652|page=A-12|work=The San Diego Union|first=Donald|last=Freeman|title=Charger Jim Hill Takes To The Air With Music|date=June 13, 1969}}{{Cite web |last=Hammond |first=Rich |title=Q&A: Jim Hill and the exploding frog that launched a legendary TV career |url=https://theathletic.com/1874653/2020/06/16/qa-jim-hill-and-the-exploding-frog-that-launched-a-legendary-tv-career/ |access-date=September 5, 2023 |website=The Athletic |language=en |url-access=subscription}} Between February 1968 and March 1969, KCST grew from having just eight to ten employees to a staff of 45, and Bass's broadcasting division moved its corporate office from Texas to San Diego.{{Cite news|url=https://www.genealogybank.com/newspaper-clippings/video-news-and-views/ztndpkrhbmuhjmnhbzhebnhuwxlscnpl_ip-10-166-46-173_1734241128906|title=Video News and Views|first=Joseph|last=Thesken|date=March 25, 1969|work=Evening Tribune|page=C-7}}

The San Diego Padres of Major League Baseball were established in 1969 and had no local television broadcasts that first season. For 1970, KCST purchased rights to 20 road game telecasts from KOGO.{{cite news|url=https://www.genealogybank.com/newspaper-clippings/kcst-televise-20-padre-road-contests/ahrjvfvmendytjvmqumroriblvyufjsj_ip-10-166-46-162_1734241449188|page=C-8|title=KCST To Televise 20 Padre Road Contests|date=February 11, 1970|work=The San Diego Union}} That July, it increased its effective radiated power to 4.2 million watts, increasing signal quality. To address one remaining area shaded by terrain, a translator was built at La Jolla.{{cite news|url=https://www.genealogybank.com/newspaper-clippings/video-news-and-views/aifvsnihcionfhjlmndvchpfxoazqnjq_ip-10-166-46-70_1734241599083|title=Video News and Views|first=Joseph|last=Thesken|work=Evening Tribune|page=C-7|date=July 27, 1970}}

In November 1968, Western Telecasters petitioned the FCC, starting a quest to force ABC to affiliate with it. At the time, there were three commercial stations licensed to San Diego: KCST and two very high frequency (VHF) stations, KFMB-TV (channel 8) and KOGO-TV, affiliated with CBS and NBC, respectively.{{r|BC730108}} However, a fourth station served San Diego from across the Mexican border: XETV (channel 6). Beginning in 1955, the FCC annually granted ABC permission to feed network programming to XETV. This grant was made at the time, per the FCC, because at the time there was "no operating or authorized third television station in the San Diego area" to provide a third major network even though XETV had minimal local programming for San Diego audiences. KCST argued that it was the third station, it would do a better job than XETV at providing local programming, and it was available to become the ABC affiliate, rendering the reason for the original grants moot. In the petition, Western Telecasters revealed that it had lost $650,000 running KCST between February and November 1968 in spite of a $1.36 million expenditure on improvements to the station.{{Cite news|id={{pq|1016847934}}|title=U asks FCC aid in quest for ABC: San Diego outlet wants network relay authority to Tijuana stopped|date=November 18, 1968}} By 1970, its losses had widened to $1 million a year.{{Cite news|url=https://www.genealogybank.com/newspaper-clippings/cable-tv-users-%E2%80%94-exclusive-club-expansion-frozen-federal-ruling/vhhnztwjprzmwhkutxjtzkrjwyizdllr_ip-10-166-46-166_1734241568379|pages=A-1, [https://www.genealogybank.com/newspaper-clippings/subscriptions-limited-cable-tv-users-form-exclusive-club-county/plqtslihsohrrfbjjviqjspkwzsdllev_ip-10-166-46-162_1734241505441 A-4]|first=Don|last=Learned|title= Cable TV Users — An Exclusive Club: Expansion Frozen By Federal Ruling|work=Evening Tribune|date=February 13, 1970}} ABC had argued, for its part, that it was already losing money and could not afford an additional $1 million in annual projected losses from a forced affiliation switch.{{cite news|title=ABC resists shift to San Diego U: It says it would lose $1 million a year if forced to disaffiliate from Tijuana V|page=37|date=December 23, 1968|work=Broadcasting|id={{pq|1016851372}} }}

After the matter was designated for hearing in 1969,{{Cite news|page=44|title=ABC pact with XETV in question|work=Broadcasting|date=July 21, 1969|id={{pq|1016849738}} }} FCC hearing examiner James F. Tierney ruled in an initial decision in May 1971 that the ABC affiliation with XETV was in the public interest because of XETV's superior technical facility compared with KCST. Tierney found that, were ABC to move from channel 6 to channel 39, the network—already in third place in ratings—would lose coverage in 26,000 to 29,000 television households and advertising revenue, impairing its competitive standing. He ruled in favor of preserving the ABC network service and its benefits to San Diego over local service improvements that KCST could make over XETV.{{Cite news|page=27|title=Examiner Okays ABC-TV Link With XETV In Tijuana|work=Variety|date=May 26, 1971|id={{pq|963024473}} }}{{cite news|url=https://www.genealogybank.com/newspaper-clippings/channel-39-huddles-abc-appeal/fasrytimecjahboojpdjibaxdzejgezr_ip-10-166-46-105_1734241640332|page=A-23|first=Joseph|last=Thesken|date=May 20, 1971|title=Channel 39 huddles on ABC appeal|work=Evening Tribune}} Western Telecasters appealed Tierney's ruling to the full FCC, which reversed the initial decision on May 30, 1972, and ruled against renewing ABC's ability to provide network programming to XETV. The commission agreed with KCST's contention that the initial rationale for the annual authorization no longer existed with a third commercial TV station in San Diego itself and found that "as an ABC affiliate, KCST's programming would meet the needs and interests of the community more effectively than the existing ABC affiliate", XETV, which had "not produced a local news program since 1967, does not contemplate resumption of one, and has never interrupted its broadcast schedule for a bulletin of local interest". It also found that the network would lose 22,500 homes as compared to a previous figure of 29,000—a figure the commission deemed "minimal"—and noted that XETV was subject to potential Mexican censorship. The effect of this ruling was to essentially force ABC to affiliate with KCST.{{cite news|title=ABC Loses VHF Mexican Link In San Diego U's Win|pages=29, 47|work=Variety|id={{pq|962908517}}|date=May 31, 1972}}{{Cite news|title=Beginning of the end for XETV-ABC association: FCC says Mexican station's affiliation with U.S. network is no longer in public interest, nudges ABC toward alignment with San Diego UHF instead|work=Broadcasting|date=June 5, 1972|pages=36–37|id={{pq|1016874248}} }}

A challenge in the United States Court of Appeals for the District of Columbia Circuit by ABC and XETV{{cite news|page=29|title=ABC, Tijuana affiliate take FCC denial to court|work=Broadcasting|date=July 10, 1972|id={{pq|1016888799}} }} was denied in January 1973; the Court of Appeals found that the FCC had acted within its authority.{{Cite news|title=ABC told to sever tie with XETV: Commission action sparked by plea of San Diego U seeking affiliation|id={{pq|1014533240}}|work=Broadcasting|date=January 8, 1973|page=29}} ABC and XETV then signed a memorandum of understanding and proposed to the FCC that the network continue with the Tijuana station until July 1, subject to negotiating an affiliation agreement with KCST.{{cite news|page=12|date=February 26, 1973|title=Peace moves in San Diego|work=Broadcasting|id={{pq|1014530937}} }} Just after prevailing in its fight for the ABC affiliation, Western Telecasters agreed in March 1973 to sell KCST to Storer Broadcasting for $12 million after Storer unexpectedly made an offer for the station. Mel Wheeler, president of Western Telecasters, noted "mixed feelings" on the sale but found the offer "difficult to resist".{{cite news|work=Variety|page=58|first=Don|last=Freeman|title=$12-Mil Worth Of 'Mixed Feelings' On Sale Of KCST To Storer Group|date=March 21, 1973|id={{pq|963175853}} }} The deal would make Storer the first group to own the then-maximum complement of five VHF and two UHF television stations.{{cite news|id={{pq|1014540209}}|title=Storer to pay $12 million for San Diego UHF|page=48|date=March 19, 1973|work=Broadcasting}} News of the transaction prompted XETV to declare the previously agreed memorandum of understanding void and resume its affiliation fight, which ended when the Supreme Court of the United States rejected XETV's final appeal in June 1973.{{cite news|id={{pq|1014539692}}|work=Broadcasting|pages=37–38|title=XETV strikes out in Supreme Court|date=June 18, 1973}}

KCST began airing ABC daytime programming on June 4, 1973, and the network's prime time schedule on July 1.{{Cite news|first=Joseph|last=Thesken|page=B-7|date=June 30, 1973|work=Evening Tribune|url=https://www.genealogybank.com/newspaper-clippings/channel-6-loses-network-status-sets-sail-own/agegnvvfzvcyafgwcyxxyrhgxjraigtk_ip-10-166-46-152_1736739974489|title=Channel 6 loses network status, sets sail on own}} In advance of the affiliation switch, the station started building out a full-service news department. The station selected the Eyewitness News format for its newscasts{{cite news|url=https://www.genealogybank.com/newspaper-clippings/coverage-starts-july-1-channel-39-tells-news-show-plans/qmbcrccuzboyswqtxcfmxwvyunisblxh_ip-10-166-46-98_1734243560973|date=April 18, 1973|work=Evening Tribune|title= Coverage starts July 1: Channel 39 tells news show plans|page=C-18}} and named Harold Greene, a reporter and anchor at KABC-TV in Los Angeles and native San Diegan, as news director.{{cite news|url=https://www.genealogybank.com/newspaper-clippings/channel-39-hires-news-chief-outlines-plans-coverage/eklpyumcsgcunaibfmpsfgdatrlfzjrp_ip-10-166-46-173_1734243531436|title=Channel 39 hires news chief, outlines plans for coverage|page=B-7|date=May 10, 1973|work=Evening Tribune}} Newscasts at 5 and 11 p.m. debuted on July 16, 1973, with Greene as the lead weeknight anchor.{{cite news|url=https://www.genealogybank.com/newspaper-clippings/channel-39-set-kick-its-new-eyewitness-news/ryqidhjsjquywvfwmjkkxdljuertzbhu_ip-10-166-46-116_1734243595585|page=B-11|title=Channel 39 set to kick off its new 'Eyewitness News'|first=Joseph|last=Thesken|work=Evening Tribune|date=July 16, 1973}} Despite the station winning two regional Golden Mike Awards for news coverage, Greene resigned after six months because he was in conflict with station staff; he sought to grow the news staff at a faster rate than station management.{{cite news|url=https://www.genealogybank.com/newspaper-clippings/eyewitness-news-anchor-man-resigns/ozydtkuptuociyoxeibmzlmncmxxbjqv_ip-10-166-46-98_1734243621169|page=C-4|work=Evening Tribune|title= 'Eyewitness News' anchor man resigns|date=January 19, 1974}} After Greene left, in April 1974, KCST named Carol Ann Hutchison as a news anchor, making her the first woman to anchor a local evening newscast in San Diego.{{Cite news|url=https://www.genealogybank.com/newspaper-clippings/anchor-person/rpfxyjsnepyszffpeyqppburzyqldjqg_ip-10-166-46-151_1734243727324|date=April 1, 1974|title=Anchor Person|work=San Diego Union|page=A-12}} Another anchor at KCST during this time, from 1973 to 1976, was Lou Waters, later of CNN.{{cite news|url=https://www.genealogybank.com/newspaper-clippings/inside-cnn-behind-screen-look-24-hour-cable-news-network/wmryyfexjcurxugymvofjoptojuqevpy_ip-10-166-46-105_1734286317297|pages=D-1, [https://www.genealogybank.com/newspaper-clippings/cnn/rekwazqmnwmkkgicjrmphdjmvehinsih_ip-10-166-46-69_1734284839821 D-7]|title=Inside CNN: A behind-the-screen look at the 24-hour cable news network|first=Robert P.|last=Laurence|work=The San Diego Union|date=May 3, 1988}}

Though the sale of KCST to Storer was announced in March 1973 and a contract formally signed that June,{{Cite news|title=Storer Inks KCST-TV Buy|id={{pq|963283929}}|work=Variety|page=34|date=June 6, 1973}} the local chapter of the National Organization for Women (NOW) petitioned the FCC to deny the transaction. It alleged that Storer discriminated against women in hiring to such a manner that the company's promises to hire women and minorities could not be trusted and that Storer owned cable systems in KCST's coverage area, creating a then-impermissible overlap.{{cite news|id={{pq|1014676842}}|work=Broadcasting|title=NOW wants to block San Diego sale to Storer|date=December 10, 1973|pages=31–32}} Storer and NOW reached an agreement under which Storer committed to hire more women in top-level positions, fund scholarships for women, and devote 12 primetime programs to women's issues in its first two years of ownership.{{cite news|page=33|work=Variety|date=May 29, 1974|title=NOW Org In Deal With Storer In Re KCST Fem Rights|id={{pq|963255247}} }} The FCC approved the transaction in September 1974 but warned NOW that a licensee's discretion could override such agreements and could not "curtail" its responsibility for station operations.{{Cite news|title=FCC warns NOW on KCST buyer's concessions: Commission, approving sale to Storer, reminds that discretion of licensee supersedes all such agreements|work=Broadcasting|date=October 7, 1974|page=20|id={{pq|1016881212}} }}

In 1975, KCST's newscasts were rebranded from Eyewitness News to 39 News Alive; at that time, Charlie Jones joined as an occasional sports commentator and Regis Philbin as entertainment editor, in addition to his role at KABC-TV.{{cite news|url=https://www.genealogybank.com/newspaper-clippings/don-freeman/myenpgisqqyolysunrypnmpkklbxldru_ip-10-166-46-109_1734243811299|work=The San Diego Union|first=Don|last=Freeman|title=Don Freeman|page=B-9|date=August 15, 1975}}

{{Quote box

|quote = I remember my first day at the station. I went to a fire in Southeast San Diego, and a little kid came up to me. He wanted to know why the educational channel was covering a fire.

|author = Tom Mitchell

|source = KCST reporter and later news director, on joining channel 39 in 1976{{r|LosA880916}}

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Midway through the 1975–76 television season, ABC experienced a major upswing in ratings nationally. The increase was so significant that it propelled KCST-TV to first place in prime time, beating KFMB-TV and KGTV in share in the February 1976 Arbitron sweeps period. It was the first time a UHF station had beaten two network-affiliated VHFs in its market.{{Cite news|pages=19–20|title=ABC's gains are turning television upside down|work=Broadcasting|id={{pq|1014696151}}|date=March 29, 1976}} However, ABC was still smarting from the 1973 move to KCST, which had been forced upon it, and was interested in moving back to a VHF station. As early as late 1974, ABC was in discussions with McGraw-Hill, owner of KGTV, about moving its San Diego affiliation. McGraw-Hill, in turn, looked favorably at ABC's younger audience.{{cite news|title=ABC Signs KGTV San Diego, Two Others In New Affil Drive|pages=49, 58|work=Variety|date=June 9, 1976|id={{pq|1401286881}} }} On June 3, 1976, ABC and McGraw-Hill announced that KGTV would become the new ABC affiliate in San Diego, a move that an NBC spokesman stated left the network "stunned".{{cite news|url=https://www.genealogybank.com/newspaper-clippings/abc-plans-switch-channel-10/nlrekiweuhsbftulgwdeejwduplegkgv_ip-10-166-46-151_1734244465478|pages=A-1, [https://www.genealogybank.com/newspaper-clippings/abc-plans-switch-tv-channel-10/vuvqpihsrouhdsqmnezxjgrykkjnxffo_ip-10-166-46-138_1734244552349 A-6]|first=Scott|last=Stewart|work=Evening Tribune|date=June 3, 1976|title=ABC plans switch to Channel 10}} ABC noted that the decision was not a reflection on KCST's performance but born of the need to continually improve the network's affiliate base.{{r|Var760609}} NBC initially showed resistance to the idea of letting KGTV switch networks before its existing NBC affiliation agreement expired in November 1977,{{cite news|url=https://www.genealogybank.com/newspaper-clippings/nbc-cites-firm-contract-hurdle-posed-channel-10-switch/hnzmrealrrelnmowaslizjarxoevvrby_ip-10-166-46-169_1734244678471|page=A-1|first=Scott|last=Stewart|title=NBC cites firm contract: Hurdle posed in Channel 10 switch|work=Evening Tribune|date=June 4, 1976}} even though ABC had already sent a six-month termination notice to KCST-TV.{{cite news|url=https://www.genealogybank.com/newspaper-clippings/channel-10-abc-shift-date-still-uncertain/tdceizjkwoigpkowrdoerdjfnssxnywu_ip-10-166-46-98_1734244714896|page=D-1|first=Darla|last=Welles|title=To Channel 10: ABC shift date still uncertain|work=Evening Tribune|date=June 16, 1976}}

In September 1976, Storer announced that an affiliation agreement between KCST and NBC was imminent. It also divulged plans to switch the Storer station in Milwaukee, WITI, from ABC to CBS. Though Storer executive vice president Terry Lee claimed that the Milwaukee move was about associating with CBS, of which Storer owned three other major-market affiliates and which Storer regarded like "family", and stated that the move was not being made "out of spite", he admitted, "Obviously, we had no good feelings about ABC after what they did to us in San Diego. ABC vice president Dick Beesemyer, noting that WITI was number-one as an ABC affiliate in that market, believed that the deal was motivated by factors other than performance.{{cite news|url=https://www.genealogybank.com/newspaper-clippings/channel-39-discloses-plan-nbc-affiliation-imminent-kcst-reports/djtbzwobmbearkzgjrqksdcqrsjwnocj_ip-10-166-46-120_1734244776021|first=Don|last=Freeman|work=The San Diego Union|page=B-1|title=Channel 39 Discloses Plan: NBC affiliation Is Imminent, KCST Reports|date=September 25, 1976}} The parties reached a compromise: on June 27, 1977, KCST-TV became an NBC affiliate, and KGTV became an ABC affiliate.{{cite news|url=https://www.genealogybank.com/newspaper-clippings/don-freeman/njwpqyipwyqunkvmrqiyvethxrtewkro_ip-10-166-46-165_1734244964423|page=X-10|first=Don|last=Freeman|title=Don Freeman|work=The San Diego Union|date=June 16, 1977}}{{Cite news|url=https://www.genealogybank.com/newspaper-clippings/great-tv-swap-not-so-great-certain-viewers/bxmuupzksklhllqormzsqrkknewdxfbv_ip-10-166-46-81_1734245026111|title=Great TV swap not so great to certain viewers|pages=D-1, [https://www.genealogybank.com/newspaper-clippings/swap/rdvuyquviagdpeyvzyyobprwtesmweiu_ip-10-166-46-89_1734245139729 D-3]|date=June 28, 1977|work=Evening Tribune}}

KCST-TV complemented the affiliation switch with major changes in its local news offerings. Channel 39's newscasts were retitled NewsCenter 39, with two new presenters for news and weather, and the early local news was moved to 6:30 p.m.{{Cite news|url=https://www.genealogybank.com/newspaper-clippings/matter-net-profit-and-loss-2-channels-will-switch-not-fight/xrcuoqxxomnnqnscfmnmvgjximuyytrh_ip-10-166-46-145_1734245106646|page=TV Week 3|work=The San Diego Union|first=Don|last=Freeman|title=A Matter Of Net Profit And Loss: 2 Channels Will Switch, Not Fight|date=June 26, 1977}} Ron Fortner, who had anchored the KCST news for three years, was dismissed; management felt he was not a match for the new name and format designed to complement the NBC Nightly News, apparently on the advice of a consultant.{{cite news|url=https://www.genealogybank.com/newspaper-clippings/kcst-shifting-format-fortner-carlson-leave-tv-news-jobs/ezfuybsrnlwcltlonzwfalzcaloimves_ip-10-166-46-116_1734284650533|title=KCST Shifting Format: Fortner, Carlson Leave TV News Jobs|page=B-1|work=The San Diego Union|date=April 13, 1977}} The news department won critical acclaim and was the first San Diego station to win consecutive Golden Mike Awards for best newscast competing against the Los Angeles stations,{{cite news|url=https://www.genealogybank.com/newspaper-clippings/kcst-garners-another-golden-mike/hzcxedltztmkfdfojqvcvhwbmyuzrpdl_ip-10-166-46-73_1734245549086|pages=C-1, [https://www.genealogybank.com/newspaper-clippings/stewart/qelwfhfgzyqankkgbdvjfqevsxyucdfn_ip-10-166-46-162_1734245619221 C-8]|work=Evening Tribune|title=KCST garners another Golden Mike|date=December 7, 1979}} and the station's news audience share quadrupled from 3 to 12% between 1977 and 1981.{{Cite news|url=https://www.genealogybank.com/newspaper-clippings/kudos-39/jhauwmjdlutxtydiwuukqbquctboyeof_ip-10-166-46-137_1734245741495|first=Gus|last=Stevens|title=Kudos to 39|page=C-7|work=Evening Tribune|date=March 3, 1981}} In two ratings periods in 1979, KCST was second at 11 p.m.{{Cite news|url=https://www.newspapers.com/article/the-los-angeles-times-no-respect/41255767/|date=September 16, 1988|first=Kevin|last=Brass|page=Calendar (SD) 1, [https://www.newspapers.com/article/the-los-angeles-times-channel-39/41255969/ 20], [https://www.newspapers.com/article/the-los-angeles-times-channel-39/41255810/ 21], [https://www.newspapers.com/article/the-los-angeles-times-channel-39/41255849/ 22]|title=No Respect|newspaper=The Los Angeles Times|location=Los Angeles, California|via=Newspapers.com|access-date=January 13, 2025}} In 1981, a 5 p.m. newscast was reinstated;{{Cite news|url=https://www.genealogybank.com/newspaper-clippings/don-freeman/blcgjcbvroxtjqsmjrhyqjiqwhnnqrnb_ip-10-166-46-73_1734401376271|first=Don|last=Freeman|title=Don Freeman|page=C-8|work=The San Diego Union|date=August 4, 1981}} a 4:30 p.m. local newscast consisting of several minutes of local news leading into a live segment of CNN2 was introduced the following year.{{cite news|url=https://www.genealogybank.com/newspaper-clippings/39-adds-news-quest-ratings/zngjnszguyjynpmepsrvpiykfejzyuex_ip-10-166-46-102_1734401601200|page=F-11|title=39 adds news in quest for ratings|first=Gus|last=Stevens|work=The Tribune|date=September 10, 1982}}

The changes did little to change KCST-TV's overall news ratings performance, which was generally third place, well behind KFMB or KGTV.{{Cite news|url=https://www.genealogybank.com/newspaper-clippings/don-freeman/trasndwdexqmdvbfjakrvzdeavmojsfi_ip-10-166-46-184_1736747562381|date=December 20, 1979|page=C-23|first=Don|last=Freeman|title=Don Freeman|work=The San Diego Union}}{{cite news|url=https://www.genealogybank.com/newspaper-clippings/ch-8-still-rules/vozatfbtxojrddpqyqmuufxdmvnyqkem_ip-10-166-46-145_1736747712169|page=D-5|title=Ch. 8 still rules|date=January 6, 1983|first=Gus|last=Stevens|work=The Tribune}}{{Cite news|page=D-11|first=Robert P.|last=Laurence|work=The San Diego Union|date=June 24, 1985|url=https://www.genealogybank.com/newspaper-clippings/may-television-ratings-here-reflect-padres-power/modzlcekeermjjwfkppqyedeibywtcub_ip-10-166-46-91_1736748146855|title=May television ratings here reflect the Padres' power}}{{Cite news|first=Tom|last=Bendycki|work=The San Diego Union|url=https://www.genealogybank.com/newspaper-clippings/keck-fairly-well-kept-secret/npmclmilwfmmskyniqgbfxrkofymkbel_ip-10-166-46-73_1736748257043|page=D-4|title=Keck a fairly well-kept secret|date=October 2, 1987}} The station continued to suffer from a comparative lack of viewer loyalty as a UHF station as well as the 20-year head-start that KFMB and KGTV enjoyed as news outlets. During this period, the station had unusually little on-air turnover in spite of the low ratings and a revolving door of news directors. Lead anchors Dennis Morgino and Laura Buxton remained a team from 1981 through 1987; Mark Sauer of The San Diego Union called their tenure "remarkable" given the circumstances.{{Cite news|url=https://www.genealogybank.com/newspaper-clippings/old-team-change-was-inevitable/zkzsxmogftmfzvjmaymahcmxjtlfurgm_ip-10-166-46-143_1734402491179|pages=E-1, [https://www.genealogybank.com/newspaper-clippings/news/ydxbqbtexeqwyxvedwouehslwofsbggk_ip-10-166-46-98_1734402590861 E-13]|first=Mark|last=Sauer|title=For old team, change was inevitable|work=The San Diego Union|date=November 19, 1987}} Station staffers felt that Storer did not invest sufficiently in KCST.{{r|LosA880916|p=21}} During this time, Bill Ritter joined the channel 39 staff as a financial reporter.{{Cite news|first=Tom|last=Blair|title=Tom Blair|page=B-1|date=January 30, 1987|work=The San Diego Union}}

Storer Communications was taken private in a $1.6 billion leveraged buyout by Kohlberg Kravis Roberts (KKR), a merchant banker. Completed in December 1985, the buyout was engineered to thwart a hostile takeover by Comcast{{Cite news |last=Stevenson |first=Richard W. |date=July 10, 1985 |title=Storer chairman optimistic over buyout of the company |url=https://www.newspapers.com/clip/75431891/storer-chairman-optimistic-over-buyout/ |access-date=April 9, 2021 |newspaper=The Miami News |page=8A |via=Newspapers.com}} and an attempted liquidation of the company by dissatisfied shareholders.{{Cite news |last=Lyons |first=David |date=April 29, 1985 |title=Storer shareholders wait for the best offer |url=https://www.newspapers.com/clip/75431827/storer-shareholders-wait-for-the-best/ |url-status=live |archive-url=https://web.archive.org/web/20220219055450/https://www.newspapers.com/clip/75431827/storer-shareholders-wait-for-the-best/ |archive-date=February 19, 2022 |access-date=April 9, 2021 |newspaper=The Miami Herald |page=7:Business/Monday |via=Newspapers.com}} KKR had purchased Wometco Enterprises the previous year, after no succession plan was found following the death of chairman Mitchell Wolfson,{{Cite news |last=Lyons |first=David |date=February 4, 1983 |title=Wometco board names new officers; Wolfson ignored succession in his will |url=https://www.newspapers.com/clip/75392539/wometco-board-names-new-officers/ |url-status=live |archive-url=https://web.archive.org/web/20210416163751/https://www.newspapers.com/clip/75392539/wometco-board-names-new-officers/ |archive-date=April 16, 2021 |access-date=April 9, 2021 |newspaper=The Miami News |page=6A |via=Newspapers.com}}{{Cite news |last=Sigale |first=Merwin |date=September 24, 1983 |title=Proposed buyer of Wometco is a private giant |url=https://www.newspapers.com/clip/75397329/proposed-buyer-of-wometco-is-a-private/ |url-status=live |archive-url=https://web.archive.org/web/20210416163752/https://www.newspapers.com/clip/75397329/proposed-buyer-of-wometco-is-a-private/ |archive-date=April 16, 2021 |access-date=April 9, 2021 |newspaper=The Miami News |pages=1A, [https://www.newspapers.com/clip/75397380/proposed-buyer-of-wometco-is-a-private/ 4A] |via=Newspapers.com}} and began the process of dismantling the conglomerate.{{Cite news |last=Russell |first=James |date=March 15, 1984 |title=Wometco buyout breaks up an institution |url=https://www.newspapers.com/clip/75408556/wometco-buyout-breaks-up-an-institution/ |url-status=live |archive-url=https://web.archive.org/web/20230331185533/https://www.newspapers.com/clip/75408556/wometco-buyout-breaks-up-an-institution/ |archive-date=March 31, 2023 |access-date=April 9, 2021 |newspaper=The Miami Herald |page=14C |via=Newspapers.com}} Wometco already owned several television stations in markets where Storer owned cable systems, including WTVJ in Miami, and owned a cable system in Atlanta where Storer owned WAGA-TV; the FCC's approval was conditional on KKR divesting in these overlapping markets.{{Cite news |date=December 6, 1985 |title=Storer Communications now part of SCI Holdings |url=https://www.newspapers.com/clip/75431657/storer-communications-now-part-of-sci/ |url-status=live |archive-url=https://web.archive.org/web/20220219055454/https://www.newspapers.com/clip/75431657/storer-communications-now-part-of-sci/ |archive-date=February 19, 2022 |access-date=April 9, 2021 |newspaper=The Miami News |page=10A |via=Newspapers.com}}

KKR originally planned to only sell WTVJ but soon entertained offers for some of the Storer stations.{{Cite news |last=Foote, Jr. |first=Cornelius F. |date=May 22, 1986 |title=WTVJ owner expects 'bundle' from sale |url=https://www.newspapers.com/clip/75456993/wtvj-owner-expects-bundle-from/ |url-status=live |archive-url=https://web.archive.org/web/20210411012859/https://www.newspapers.com/clip/75456993/wtvj-owner-expects-bundle-from/ |archive-date=April 11, 2021 |access-date=April 10, 2021 |newspaper=The Miami Herald |page=15C |via=Newspapers.com}} On May 21, 1986, Lorimar-Telepictures, producer of Dallas, Knots Landing and Falcon Crest for CBS, agreed to purchase the Storer stations, production company, advertising sales division, Washington news bureau, and WTVJ for $1.85 billion,{{Cite news |last=Altaner |first=David |date=May 22, 1986 |title=Lorimar buying WTVJ, 6 other stations |url=https://www.newspapers.com/clip/75457095/lorimar-buying-wtvj-6-other-stations/ |url-status=live |archive-url=https://web.archive.org/web/20210411012857/https://www.newspapers.com/clip/75457095/lorimar-buying-wtvj-6-other-stations/ |archive-date=April 11, 2021 |access-date=April 10, 2021 |newspaper=South Florida Sun-Sentinel |location=Fort Lauderdale, Florida |page=D1 |via=Newspapers.com}}{{Cite news |last=Frolik |first=Joe |date=May 22, 1986 |title=WJW is bought by Lorimar along with 6 other stations |url=https://www.newspapers.com/article/the-plain-dealer-wjw-is-bought-by-lorima/148999550/ |access-date=November 29, 2024 |newspaper=The Plain Dealer |location=Cleveland, Ohio |page=11E |via=Newspapers.com}} This deal collapsed by late October 1986 when Lorimar asked to have WTVJ excluded.{{Cite news |last=Sigale |first=Merwin |date=October 23, 1986 |title=WTVJ ownership uncertain after Lorimar exclusion |url=https://www.newspapers.com/clip/75438298/wtvj-ownership-uncertain-after-lorimar/ |url-status=live |archive-url=https://web.archive.org/web/20210411051521/https://www.newspapers.com/clip/75438298/wtvj-ownership-uncertain-after-lorimar/ |archive-date=April 11, 2021 |access-date=April 11, 2021 |newspaper=The Miami News |page=8A |via=Newspapers.com}} Initially attributed to issues financing the deal and reduced cash flow estimates for WTVJ,{{Cite news |date=October 23, 1986 |title=Lorimar drops deal for WTVJ |url=https://www.newspapers.com/clip/75457420/lorimar-drops-deal-for-wtvj/ |url-status=live |archive-url=https://web.archive.org/web/20210411051519/https://www.newspapers.com/clip/75457420/lorimar-drops-deal-for-wtvj/ |archive-date=April 11, 2021 |access-date=April 11, 2021 |newspaper=The Palm Beach Post |via=Newspapers.com |agency=Reuters}}{{Cite news |last=Altaner |first=David |date=October 23, 1986 |title=Channel 4 purchase called off |url=https://www.newspapers.com/clip/75522747/channel-4-purchase-called-off/ |url-status=live |archive-url=https://web.archive.org/web/20210411051520/https://www.newspapers.com/clip/75522747/channel-4-purchase-called-off/ |archive-date=April 11, 2021 |access-date=April 11, 2021 |newspaper=South Florida Sun-Sentinel |location=Fort Lauderdale, Florida |page=D1 |via=Newspapers.com}} it was later revealed that CBS president Laurence Tisch objected to Lorimar purchasing a significant portion of the affiliate base and threatened to disaffiliate all the CBS affiliates in the deal.{{Cite web |date=October 23, 2017 |title=Alan Perris |url=https://interviews.televisionacademy.com/interviews/alan-perris |url-status=live |archive-url=https://web.archive.org/web/20220219055448/https://interviews.televisionacademy.com/interviews/alan-perris |archive-date=February 19, 2022 |access-date=April 11, 2021 |website=Television Academy Interviews |language=en}}

In 1987, George N. Gillett Jr. acquired majority control of the Storer stations;{{Cite news |last1=Chatman |first1=Angela D. |last2=Snook |first2=Debbi |date=April 17, 1987 |title=Storer, Gillett in talks on WJW |url=https://www.newspapers.com/article/the-plain-dealer-storer-gillett-in-talk/148876634/ |access-date=November 29, 2024 |newspaper=The Plain Dealer |location=Cleveland, Ohio |page=17B |via=Newspapers.com}}{{Cite news |last=Snook |first=Debbi |date=April 10, 1987 |title=Nashville group negotiating for piece of WJW |url=https://www.newspapers.com/article/the-plain-dealer-nashville-group-negotia/149252862/ |access-date=November 29, 2024 |newspaper=The Plain Dealer |location=Cleveland, Ohio |page=18B |via=Newspapers.com}} the $1.3 billion deal was financed through junk bonds{{Cite web |last=Richter |first=Paul |date=December 27, 1987 |title=Entrepreneur Builds Broadcast Empire on Debt |url=https://www.latimes.com/archives/la-xpm-1987-12-27-fi-31655-story.html |url-status=live |archive-url=https://web.archive.org/web/20240525024710/https://www.latimes.com/archives/la-xpm-1987-12-27-fi-31655-story.html |archive-date=May 25, 2024 |access-date=November 7, 2021 |website=Los Angeles Times |language=en-US}} and represented a valuation of nearly 15 times cash flow for the group.{{Cite news |date=November 18, 1989 |title=3 bondholders move to put WJW owner in involuntary bankruptcy |url=https://www.newspapers.com/article/the-plain-dealer-3-bondholders-move-to-p/149061793/ |access-date=November 29, 2024 |newspaper=The Plain Dealer |location=Cleveland, Ohio |page=6D |via=Newspapers.com}} KKR maintained a 45-percent minority ownership.{{Cite news |date=February 1, 1990 |title=Channel 8 owner avoids bankruptcy at last minute |url=https://www.newspapers.com/article/the-plain-dealer-channel-8-owner-avoids/149072239/ |access-date=November 29, 2024 |newspaper=The Plain Dealer |location=Cleveland, Ohio |page=1F |via=Newspapers.com |agency=Associated Press}} To satisfy federal regulations, Gillett's existing station group was spun off to Busse Broadcasting, a company formed by Gillett employees.{{Cite magazine |date=November 2, 1987 |title=With strings, FCC OK's Gillett buy of Storer TV's |magazine=Broadcasting |page=35 |volume=113 |issue=18 |id={{ProQuest|1016919851}}}}{{Cite news |date=October 22, 1987 |title=FCC puts WJW sale on hold |url=https://www.newspapers.com/article/the-plain-dealer-fcc-puts-wjw-sale-on-ho/149003642/ |access-date=November 29, 2024 |newspaper=The Plain Dealer |location=Cleveland, Ohio |page=11G |via=Newspapers.com}} As the sale was pending, the era of third-place stability ended at KCST-TV. In 1987, Morgino and Buxton were replaced by Marty Levin and Denise Yamada. Levin was the first person to be a lead anchor at each of channels 8, 10, and 39 and had just been demoted at KFMB; Yamada had been a reporter for ABC's Good Morning America.{{Cite news|url=https://www.genealogybank.com/newspaper-clippings/dropping-anchor-channel-39-offers-new-team/lelmkcotcceqvmkouvzgngxdxjxlgzog_ip-10-166-46-125_1734402467948|first=Robert P.|last=Laurence|title=Dropping Anchor: Channel 39 offers a new team|date=November 19, 1987|pages=E-1, [https://www.genealogybank.com/newspaper-clippings/anchors/diznoocssoceknyumfhkqhafzucxvuqo_ip-10-166-46-160_1734402549014 E-13]|work=The San Diego Union}} In spite of the new anchor team, KCST remained at the back of the San Diego news ratings. In the May 1988 sweeps period, it had less than half the viewers of either KFMB or KGTV at 5 p.m. and tied KFMB for a distant second at 11 p.m.{{cite news|url=https://www.genealogybank.com/newspaper-clippings/new-ratings-same-story-ch-39-trails-rivals-keck-quits/ibusyfvfnqeycayjkdupwdiuornwaneb_ip-10-166-46-89_1725749617447|page=D-11|title=New ratings, same story: Ch. 39 trails rivals; Keck quits|first=Jane|last=Clifford|work=The Tribune|date=June 16, 1988}}

{{Quote box

|quote = This TV station has had a very low profile. It needs to have the volume turned up.

|author = Neil Derrough

|source = general manager, KNSD, on the 1988 image overhaul{{r|SDBJ880912}}

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}}

After the Gillett purchase concluded, larger changes were seen on the horizon. Gillett's focus on news was predicted to bolster the news department.{{cite news|url=https://www.genealogybank.com/newspaper-clippings/denise-yamada-felt-sick-not-her-ch-39-debut/jsfhfjrkeqwvcgghuqafpehdzsezsguf_ip-10-166-46-116_1725749506908|first=Gus|last=Stevens|page=E-8|work=The Tribune|title=Denise Yamada felt sick, but not from her Ch. 39 debut|date=October 1, 1987}} The company named a new general manager—Neil Derrough, former president of the CBS owned-and-operated stations group—who sought to fix the station's major image problems. Some stemmed from the UHF status, mostly a crutch by this point. The San Diego Business Journal called NewsCenter 39 "matronly", while Derrough considered its newscasts "bland, predictable, and not very interesting".{{Cite news|page=20|work=San Diego Business Journal|title=Making a Difference and Hoping It Sticks|first=Rick|last=Dower|date=September 12, 1988|id={{pq|226930084}}}}

Coinciding with the opening night of NBC's coverage of the 1988 Summer Olympics, on September 15, 1988, KCST-TV changed its call sign to KNSD; began promoting its cable channel number of 7 over its over-the-air channel 39;{{efn|KCST-TV had been moved to channel 7 by both major San Diego–area cable systems over the course of 1983,{{cite news|url=https://www.genealogybank.com/newspaper-clippings/cox-gears-35-channels/dxerqtvvzlpcufhevzflyefvjlvcsucy_ip-10-166-46-102_1734400472119|first=Mary|last=Hellman|page=E-4|work=The San Diego Union|title=Cox Gears Up For 35 Channels|date=March 17, 1983}}{{cite news|url=https://www.genealogybank.com/newspaper-clippings/southwestern-adds-7-channels/tltkujxbdycbhihcthtaoxsaxkrpfboy_ip-10-166-46-126_1734400703981|work=The Tribune|page=D-15|title=Southwestern adds 7 channels|first=Gus|last=Stevens|date=August 25, 1983}} with others following suit by 1988.{{r|LosA880916|p=20}}}} and retitled its newscasts News San Diego. It launched a series of new programs: a monthly show hosted by former KFMB-TV personality Larry Himmel, a sports show with then–San Diego Chargers head coach Al Saunders, and two new public affairs series.{{r|LosA880916|SDBJ880912}} The Himmel program lasted just six months before it was canceled due to low ratings.{{Cite news|url=https://www.newspapers.com/article/the-los-angeles-times-channel-39-cancels/162930419/|date=March 30, 1989|page=VI:4 (SD)|title=Channel 39 Cancels Larry Himmel Show; Cites Failure to Attract Large Audience|newspaper=The Los Angeles Times|location=Los Angeles, California|via=Newspapers.com|access-date=January 13, 2025}}

The revamped KNSD newscasts proved more competitive at 11 p.m., but ratings continued to lag in the early evening news. In September 1989, the early evening news hour at 5 p.m. was split into half-hour 5 and 6 p.m. newscasts, a different format than KFMB and KGTV had at the time.{{Cite news|url=https://www.newspapers.com/article/the-los-angeles-times-channel-39-will-sp/162930492/|date=September 29, 1989|page=VI:2 (SD)|first=Kevin|last=Brass|title=Channel 39 Will Split Newscast in an Effort to Leave Last Place|newspaper=The Los Angeles Times|location=Los Angeles, California|via=Newspapers.com|access-date=January 13, 2025}} That same year, channel 39 hired former San Diego Chargers linebacker Jim Laslavic as its new sports director{{cite news|title=Chl. 39 hires Laslavic after releasing Estill|work=The Tribune|page=C-1|date=May 20, 1989|first=John|last=Freeman}}—a position in which he would spend nearly 30 years{{Cite news |last=Leonard |first=Tod |date=2019-02-22 |title=Jim Laslavic calling it a career as one of San Diego's most popular sportscasters |url=https://www.sandiegouniontribune.com/2019/02/22/jim-laslavic-calling-it-a-career-as-one-of-san-diegos-most-popular-sportscasters/ |access-date=2025-01-20 |work=San Diego Union-Tribune |language=en-US}}—and debuted a sports talk show featuring Lee "Hacksaw" Hamilton, a local sports radio personality.{{Cite news|title='Hacksaw' ready to take his cuts on TV|work=The Tribune|date=June 16, 1989|first=John|last=Freeman|page=E-10}} Ritter, who had been reassigned as an investigative reporter when the news department was relaunched,{{Cite news|title=Major changes at TV 39|page=D-1|work=The Tribune|date=September 15, 1988|first=Joe|last=Stein}} departed at the end of 1989 for KTTV in Los Angeles.{{cite news|title=Alas in televisionland, the worst and best of times|first=Greg|last=Joseph|page=E-14|date=December 7, 1989|work=San Diego Tribune}}

The 1990 promotion of Irv Kass to the position of news director was credited with stabilizing the typical revolving door of on-air talent and strengthening the channel 39 newsroom, but the station continued to add air talent and experiment.{{cite news|page=C-1|date=June 22, 1992|title=News Worthy - Former ugly duckling KNSD winning respect for coverage|work=San Diego Union-Tribune|first=John|last=Freeman}} In 1991, KNSD began airing an afternoon local talk show, The Ross/Hedgecock Report. It paired Allison Ross, a former KFMB-TV anchor, with Roger Hedgecock, a former San Diego mayor then hosting a talk show on KSDO radio.{{cite news|title=It's comeback time for Hedgecock, Ross|page=D-5|first=Maurina S.|last=Sherman|work=The Tribune|date=December 18, 1990}} The program was canceled after 15 months due to low ratings, particularly as the popular The Oprah Winfrey Show aired on KGTV in the same time slot.{{cite news|date=June 13, 1992|work=San Diego Union-Tribune|title='Ross/Hedgecock Report' is another 'Oprah' victim|first=John|last=Freeman|page=E-9}} It was replaced months later by a new 4 p.m. newscast, anchored by Ross.{{Cite news|url=https://www.newspapers.com/article/the-los-angeles-times-channel-39-will-ad/162930639/|date=August 26, 1992|page=F3 (SD)|first=Kevin|last=Brass|title=Channel 39 Will Add a Newscast in Late Afternoon|newspaper=The Los Angeles Times|location=Los Angeles, California|via=Newspapers.com|access-date=January 13, 2025}} In 1993, Rolland Smith, a news anchor with a lengthy career in New York, moved to San Diego to anchor the 4 p.m. news when Ross was taken off the program.{{Cite news|page=E-1|title=Channel 39's new co-anchor no fan of fluff|date=October 5, 1993|work=San Diego Union-Tribune|first=John|last=Freeman}} That year, the station also started a weekend morning newscast.{{Cite news|page=E-8|date=January 19, 1993|title='Class' passes but 'Key West' fails to impress|work=San Diego Union-Tribune|first=John|last=Freeman}}

Over the course of the early- to mid-1990s, KNSD's news ratings increased, particularly at 11 p.m. While KGTV had been winning the late news ratings race for years,{{cite news|first=Fritz|last=Quindt|title=10 still No. 1, but Powers, Smith get second billing|page=D-2|work=San Diego Union-Tribune|date=June 26, 1992}} KNSD posted major increases in ratings during 1995{{Cite news|title=KNSD, KUSI and Lynch stayed tuned in to change|page=E-10|date=December 31, 1995|work=San Diego Union-Tribune|first=John|last=Freeman}} and moved ahead of KGTV in 1996.{{Cite news|title=Surprise shake-up: news chief quits at top-ranked Channel 10|page=B-3|date=December 10, 1996|work=San Diego Union-Tribune|first=John|last=Freeman}} In early 1996, KNSD launched a morning newscast, originally 90 minutes from 5:30 to 7 a.m.{{cite news|title=San Diego|pages=16–26|work=Mediaweek|id={{pq|213637235}}|date=May 14, 2001|first=Eileen|last=Davis Hudson}}

During much of the late 1980s and early 1990s, the ownership future of channel 39 seemed uncertain. Gillett's purchase of the Storer stations, renamed SCI Television,{{r|PlainD19891118p30}} was troubled from the start. The junk bonds were raised prior to Black Monday: by November 1987, Gillett recorded a 10:1 debt-to-profit ratio{{Cite news |last=Dawidziak |first=Mark |date=June 15, 1988 |title=New owner may be putting Channel 8 on block: He's looking at buying pro football team |url=https://www.newspapers.com/article/the-akron-beacon-journal-new-owner-may-b/147987901/ |access-date=November 29, 2024 |newspaper=The Akron Beacon Journal |page=B6 |via=Newspapers.com}} and faced a $153 million loan payment by October 1989.{{r|PlainD19891118p30}}{{Cite news |last=Feran |first=Tom |date=June 18, 1988 |title=Channel 8 reviewing buy bids |url=https://www.newspapers.com/article/the-plain-dealer-channel-8-reviewing-buy/149043393/ |access-date=November 29, 2024 |newspaper=The Plain Dealer |location=Cleveland, Ohio |page=3D |via=Newspapers.com}} Rumors of a sale ran hot in the lead-up to the conversion to News San Diego in 1988,{{r|LosA880916|p=20}} particularly as Gillett, who formerly had a role with the Miami Dolphins, expressed interest in buying the Seattle Seahawks.{{Cite news |last=Feran |first=Tom |date=June 15, 1988 |title=WJW sale rumor gets no comment |url=https://www.newspapers.com/article/the-plain-dealer-wjw-sale-rumor-gets-no/149003434/ |access-date=November 29, 2024 |newspaper=The Plain Dealer |location=Cleveland, Ohio |page=12G |via=Newspapers.com}} At one point, KGTV reported that Westinghouse Broadcasting was under contract to buy channel 39, which turned out to be premature.{{Cite news|url=https://www.newspapers.com/article/the-los-angeles-times-channel-39-sale-st/162930537/|date=July 18, 1988|page=VI:2 (SD)|first=Kevin|last=Brass|title=Channel 39 Sale Story Doesn't Add Up—Yet|newspaper=The Los Angeles Times|location=Los Angeles, California|via=Newspapers.com|access-date=January 14, 2025}} Gillett boasted that the sale of WSMV-TV in Nashville, Tennessee, was enough to shore up the company's finances,{{Cite news |last=Feran |first=Tom |date=January 17, 1989 |title=Gillett quiets rumors of sale for Channel 8 |url=https://www.newspapers.com/article/the-plain-dealer-gillett-quiets-rumors-o/149002976/ |access-date=November 29, 2024 |newspaper=The Plain Dealer |location=Cleveland, Ohio |page=10B |via=Newspapers.com}} but the firm missed the October 1989 loan payment, prompting three creditors to ask the United States Bankruptcy Court in Delaware that SCI Television be placed in involuntary Chapter 7 bankruptcy{{Cite news |date=November 18, 1989 |title=3 bondholders move to put WJW owner in involuntary bankruptcy |url=https://www.newspapers.com/article/the-plain-dealer-3-bondholders-move-to-p/149061793/ |access-date=November 29, 2024 |newspaper=The Plain Dealer |location=Cleveland, Ohio |page=6D |via=Newspapers.com}} while SCI offered a debt for equity exchange.{{Cite news |date=January 13, 1990 |title=TV-8 owner struggles to make payments on buyout debt |url=https://www.newspapers.com/article/the-plain-dealer-tv-8-owner-struggles-to/149253023/ |access-date=November 29, 2024 |newspaper=The Plain Dealer |location=Cleveland, Ohio |pages=1C–[https://www.newspapers.com/article/the-plain-dealer-tv-8-owner-struggles-to/149253057/ 2C] |via=Newspapers.com}} This exchange offer was agreed to within hours of a deadline placed by the Delaware court.{{Cite news |date=January 31, 1990 |title=TV 8's parent facing deadline |url=https://www.newspapers.com/article/the-plain-dealer-tv-8s-parent-facing-de/149253129/ |access-date=November 29, 2024 |newspaper=The Plain Dealer |location=Cleveland, Ohio |page=1C |via=Newspapers.com}} Bondholders acquired a 39-percent stake in SCI, while Gillett saw his ownership reduced to 41 percent and KKR's reduced to 15 percent;{{r|PlainD19900201p51}} KKR also cancelled a $190 million debit note held on SCI.{{Cite news |date=February 6, 1990 |title=SCI freed from bankruptcy threat |url=https://www.newspapers.com/article/the-plain-dealer-sci-freed-from-bankrupt/149071108/ |access-date=November 29, 2024 |newspaper=The Plain Dealer |location=Cleveland, Ohio |page=1F |via=Newspapers.com |agency=Associated Press}} Gillett failed to meet a debt payment by August 1990, prompting S&P Global Ratings to lower the rating for Gillett Holdings from a C to a D.{{Cite news |date=August 17, 1990 |title=S&P lowers credit on debt of parent of owner of Channel 8 |url=https://www.newspapers.com/article/the-plain-dealer-sp-lowers-credit-on-de/148995983/ |access-date=November 29, 2024 |newspaper=The Plain Dealer |location=Cleveland, Ohio |page=16D |via=Newspapers.com}}

Gillett's financial pressures continued to mount after the sale of WMAR-TV in Baltimore was renegotiated to a lower price and a Denver bankruptcy judge denied any further extensions on a Chapter 11 filing.{{Cite news |last=Feran |first=Tom |date=June 13, 1991 |title=Debt deadline for parent firm could accelerate sale of TV-8 |url=https://www.newspapers.com/article/the-plain-dealer-debt-deadline-for-paren/149135914/ |access-date=November 29, 2024 |newspaper=The Plain Dealer |location=Cleveland, Ohio |page=15E |via=Newspapers.com}} The early 1990s recession also negatively impacted television station cash flow and advertising revenue,{{Cite news |last=Feran |first=Tom |date=May 17, 1991 |title=For-sale rumor is again playing on TV 8 screen |url=https://www.newspapers.com/article/the-plain-dealer-for-sale-rumor-is-again/149253301/ |access-date=November 29, 2024 |newspaper=The Plain Dealer |location=Cleveland, Ohio |page=12C |via=Newspapers.com}} on top of Gillett's failure to divest assets prior to a decline in station valuation.{{r|PlainD19910613p65}} Facing lawsuits from multiple creditors including Apollo Partners, Allstate and Fidelity Investments, Gillett Holdings filed for Chapter 11 on July 26, 1991.{{Cite news |date=June 27, 1991 |title=Gillett Holdings seeks bankruptcy protection |url=https://www.newspapers.com/article/the-plain-dealer-gillett-holdings-seeks/149253529/ |access-date=November 29, 2024 |newspaper=The Plain Dealer |location=Cleveland, Ohio |page=2D |via=Newspapers.com}} After reaching another agreement with bondholders, Gillett Holdings was restructured in January 1992, with Gillett as a minority owner but maintaining day-to-day operational control.{{Cite news |date=January 23, 1992 |title=Business Briefs: Regional; Gillett status |url=https://www.newspapers.com/article/the-plain-dealer-business-briefs-region/149253582/ |access-date=November 29, 2024 |newspaper=The Plain Dealer |location=Cleveland, Ohio |page=55 |via=Newspapers.com}}

File:Quincy Jones Ron Perelman 2011 Shankbone (cropped).JPG

Investor Ronald Perelman, regarded as a corporate raider and the owner of Revlon and Marvel Entertainment,{{Cite news |last=King |first=James |date=May 24, 1994 |title=Perelman is close to media kingpin goal |url=https://www.newspapers.com/article/the-plain-dealer-perelman-is-close-to-me/149126897/ |access-date=December 1, 2024 |newspaper=The Plain Dealer |location=Cleveland, Ohio |page=8A |via=Newspapers.com}} purchased majority control of SCI Television, including KNSD, on February 17, 1993,{{cite news |last=Fabrikant |first=Geraldine |date=February 18, 1993 |title=THE MEDIA BUSINESS; Perelman Agrees to Acquire Control of SCI Television |url=https://www.nytimes.com/1993/02/18/business/the-media-business-perelman-agrees-to-acquire-control-of-sci-television.html |access-date=December 23, 2015 |newspaper=The New York Times |archive-date=December 27, 2015 |archive-url=https://web.archive.org/web/20151227142310/http://www.nytimes.com/1993/02/18/business/the-media-business-perelman-agrees-to-acquire-control-of-sci-television.html |url-status=live }} pushing Gillett out entirely.{{cite magazine |last=Foisie |first=Geoffrey |date=February 22, 1993 |title=SCI-TV gets a makeover |magazine=Broadcasting |pages=47–48 |volume=123 |issue=8 |id={{ProQuest|1016940173}}}} The transaction came through a bankruptcy court-approved Chapter 11 reorganization: Perelman's holding company MacAndrews & Forbes made a $100 million investment in SCI, which was still burdened by $1.3 billion in debt, in exchange for 53 percent of its equity.{{Cite news |date=May 7, 1993 |title=SCI's bankruptcy plan earns judge's approval |url=https://www.newspapers.com/article/mount-vernon-argus-scis-bankruptcy-plan/151582036/ |access-date=November 30, 2024 |work=Mount Vernon Argus |location=White Plains, New York |page=4B |agency=Associated Press}} After the deal closed, SCI was folded into Perelman's New World Entertainment and renamed New World Communications.{{r|PlainD19940524p8}}{{cite news |last=Harris |first=Kathryn |date=June 18, 1994 |title=Broadcasting's Creators of a New World : Perelman, Bevins Credited With Transforming the TV Station Operator |url=http://articles.latimes.com/1994-06-18/business/fi-5603_1_station-operator |access-date=August 10, 2013 |newspaper=Los Angeles Times |archive-date=March 6, 2016 |archive-url=https://web.archive.org/web/20160306032252/http://articles.latimes.com/1994-06-18/business/fi-5603_1_station-operator |url-status=live }} This was one of several deals Perelman made in rapid succession, as he then purchased a stake in Genesis Entertainment via Four Star Television{{cite news |last=Pendleton |first=Jennifer |date=June 29, 1993 |title=Billionaire May Cast Genesis Into Big Leagues; Television: Ronald O. Perelman's purchase of a 50% interest comes after the Agoura Hills syndicator saw its late-night "Whoopi Goldberg" show canceled. |url=http://articles.latimes.com/1993-06-29/business/fi-8231_1_whoopi-goldberg-show/2 |access-date=November 15, 2017 |newspaper=Los Angeles Times |archive-date=October 25, 2016 |archive-url=https://web.archive.org/web/20161025113431/http://articles.latimes.com/1993-06-29/business/fi-8231_1_whoopi-goldberg-show/2 |url-status=live }} and directly purchased infomercial producer Guthy-Renker.{{cite magazine |last=Greene |first=Jay |date=November 15, 1993 |title=Perelman buys into infomercial company |url=https://variety.com/1993/tv/news/perelman-buys-into-infomercial-company-115823/ |access-date=October 5, 2020 |magazine=Variety |archive-date=October 9, 2020 |archive-url=https://web.archive.org/web/20201009171816/https://variety.com/1993/tv/news/perelman-buys-into-infomercial-company-115823/ |url-status=live }}

KNSD was excluded from the deal made between the Fox network and New World Communications on May 23, 1994, that saw New World agree to convert 12 affiliates of ABC, CBS, and NBC to Fox. John Freeman of the San Diego Union-Tribune hypothesized that Fox wanted to keep XETV, one of its stronger affiliates and a VHF station, over KNSD.{{Cite news|title=That upstart Fox raiding Big 3 coops, strikes CBS first|date=May 24, 1994|page=A-1|first=John|last=Freeman|work=San Diego Union-Tribune}} The deal, nonetheless, had nearly immediate consequences. Because New World was under contract to acquire more stations than it could legally own (twelve), KNSD was identified as a prime target for a sale. Unsure of her employer's future, Denise Yamada left KNSD to anchor at KFMB-TV,{{Cite news|title=Yamada's departure latest trial for KNSD|page=E-12|first=John|last=Freeman|work=San Diego Union-Tribune}} reportedly on the condition that she earn more money than her former co-anchor Levin. New World briefly put KNSD on the market at an asking price of $150 million before withdrawing it.{{cite news|title=An anchor jumps ship, and station nearly sets sale|date=December 25, 1994|page=E-7|first=John|last=Freeman|work=San Diego Union-Tribune}} The possibility of an affiliation switch disappeared in 1995 when New World and NBC signed a 10-year agreement extending the affiliations of KNSD and WVTM-TV in Birmingham, Alabama, in exchange for limits on affiliate compensation{{r|Var960527}} and New World developing syndicated programming for the NBC owned-and-operated stations,{{Cite magazine |last=Tobenkin |first=David |date=July 10, 1995 |title=New World, NBC near shows-for-stations deal |id={{ProQuest|1014762592}} |volume=125 |page=16 |magazine=Broadcasting & Cable |issue=28 |url=https://worldradiohistory.com/Archive-BC/BC-1995/BC-1995-07-10.pdf |access-date=May 4, 2023 |via=World Radio History |archive-date=January 31, 2023 |archive-url=https://web.archive.org/web/20230131024423/https://worldradiohistory.com/Archive-BC/BC-1995/BC-1995-07-10.pdf |url-status=live }}{{Cite news|title=NBC, New World confirm deal|first=Steve|last=Brennan|work=The Hollywood Reporter|id={{pq|2469262982}}|pages=4, 61|date=July 11, 1995}} which developed as the entertainment newsmagazine Access Hollywood.{{Cite news|id={{pq|1286122147}}|first=Joe|last=Flint|work=Variety|title=NBC buys 2 NW affils|page=108|date=May 27, 1996}}

On May 22, 1996, New World Communications agreed to sell KNSD and WVTM-TV to NBC for $425 million. Of that total, $250 million was estimated to represent KNSD, setting a record sales price for a San Diego TV station.{{cite news|page=C-1|title=KNSD is sold to General Electric - Joins ranks of NBC's owned, operated stations|date=May 23, 1996|first=John|last=Freeman|work=San Diego Union-Tribune}} The deal came amid speculation that New World was trying to sell its 10 Fox affiliates to the Fox network itself.{{Cite news|title=Money spent, money gained|work=Mediaweek|page=5|date=May 27, 1996|first=Mark|last=Gimein|first2=Michael|last2=Freeman|id={{pq|213639936}} }} NBC was able to make the purchase, which brought its national coverage to 25.1%, because the Telecommunications Act of 1996 raised the national reach cap for a single station owner from 25 to 35%.{{r|Var960527}}

NBC gave LIN Broadcasting a 20-percent ownership stake of KNSD in 1997 in exchange for 80 percent of KXAS-TV, the NBC affiliate in Fort Worth, Texas, as well as cash support for the bid of Hicks, Muse, Tate & Furst for LIN.{{Cite news|page=18|work=Mediaweek|title=Deal for NBC O&O may sit on ice for months|first=Gilbert|last=Nicholson|id={{pq|213652393}}|date=August 9, 1999}} Kass, who had been KNSD's news director since 1990, departed in 1998, with the station's late newscasts sitting at number-one in the ratings seven nights a week.{{cite news|title=Kass signs off as news chief at Channel 39|page=E-6|date=June 29, 1998|first=Preston|last=Turegano|work=San Diego Union-Tribune}}

File:NBC Tower in San Diego (8726077669).jpg from 2001 through 2016.]]

Phyllis Schwartz succeeded Derrough as KNSD's general manager in 1999 upon his retirement. Schwartz, a San Diego native, had worked for each of the major network affiliates in Chicago, coming from NBC-owned WMAQ-TV.{{cite news|title=San Diegan returns as Channel 39 president|date=October 8, 1999|page=C-3|first=Preston|last=Turegano|work=San Diego Union-Tribune}} Under her leadership, the station began digital broadcasting on November 1, 1999,{{Cite book|chapter=KNSD-DT|publisher=Warren Communications News|title=Television and Cable Factbook|date=2006|page=A-307}} and made plans to leave Kearny Mesa after 35 years. In 2000, KNSD announced it would set up studios in 225 Broadway, a downtown office tower. This included street-level studio space{{Cite news|pages=B-2, B-5|title=KNSD to bring its own bright lights to Broadway with downtown move|date=July 28, 2000|first=Preston|last=Turegano|work=San Diego Union-Tribune}} as well as the entire third floor.{{Cite news|title=KNSD/39 takes its peacock downtown - NBC-owned station moves into high-rise off Horton Plaza|date=December 1, 2001|pages=B-2, B-3|first=Preston|last=Turegano|work=San Diego Union-Tribune}} While Kearny Mesa had become a popular spot for TV station siting with KFMB-TV, KNSD, KUSI-TV and KSWB-TV all located there{{Cite news|title=Making radio waves: Station owner Victor Diaz stirs things up with his anti-profanity campaign|page=E-1|date=April 28, 1998|first=Preston|last=Turegano|work=San Diego Union-Tribune}} and was closer to northern and eastern San Diego County, the move put KNSD's news operation near the heart of the city.{{cite news|date=December 31, 2000|title=Big news at 7/39: It's going downtown|page=F-6|first=Preston|last=Turegano|work=San Diego Union-Tribune}} The first broadcast from 225 Broadway took place in December 2001, marking the first time downtown San Diego was home to a TV station since KFMB-TV left in 1977.{{r|SDUT011201}}

Over the course of the 2000s, KNSD continued to lead the 11 p.m. news ratings race with weaker performances in early evening news. For instance, in July 2004, it was third in afternoon news but beat KFMB for the leading late-night newscast.{{cite news|id={{pq|213672639}}|title=San Diego|work=Mediaweek|pages=10–14|date=October 4, 2004|first=Eileen|last=Davis Hudson}} From 2005 to 2008, KNSD provided a 10 p.m. newscast for KSWB-TV (channel 69, cable 5) as part of a deal between NBC and Tribune Broadcasting to outsource newscasts in San Diego and Philadelphia.{{cite news|title=KSWB news changes hands; 30 to lose jobs|url=http://legacy.utsandiego.com/news/features/20050922-9999-1c22kswb.html|first=Robert P.|last=Laurence|newspaper=San Diego Union-Tribune|publisher=Copley Press|date=September 22, 2005|access-date=February 9, 2012|archive-date=December 13, 2013|archive-url=https://web.archive.org/web/20131213191007/http://legacy.utsandiego.com/news/features/20050922-9999-1c22kswb.html|url-status=dead}}{{Cite news|url=https://www.newspapers.com/clip/107738319/ch-17-fires-news-staff-hands-reins-to/|date=September 22, 2005|page=E1, [https://www.newspapers.com/clip/107738067/ch-17s-news-team-is-fired-ch-10s/ E8]|first=Gail|last=Shister|title=Ch. 17 fires news staff, hands reins to Ch. 10 for new show|newspaper=The Philadelphia Inquirer|location=Philadelphia, Pennsylvania|via=Newspapers.com|access-date=August 17, 2022|archive-date=August 17, 2022|archive-url=https://web.archive.org/web/20220817010700/https://www.newspapers.com/clip/107738319/ch-17-fires-news-staff-hands-reins-to/|url-status=live}} The newscast was co-anchored by Anne State and Vic Salazar on weeknights.{{cite news|page=E-1|title=High-profile changes alter local TV news lineup|first=Karla|last=Peterson|date=January 25, 2008|newspaper=The San Diego Union-Tribune}} The KSWB arrangement ended after that station obtained Fox affiliation and restarted an in-house local news department.{{Cite news|url=https://www.nexttv.com/news/flipping-switch-san-diego-84969|title=Flipping the Switch in San Diego|first=Michael|last=Malone|work=Broadcasting & Cable|date=July 25, 2008}}

KNSD experimented with several new programs beginning in 2005, including a weekly lifestyle show, Streetside San Diego, and an entire low-power TV station: KBOP-CA (channel 43) "Mi San Diego", a Spanish-language station featuring San Diego Padres telecasts, a local newscast produced by KNSD, and entertainment programming from KWHY-TV in Los Angeles.{{cite news|url=https://www.sdbj.com/imported/knsd-speaks-a-new-language/|date=April 10, 2005|title=KNSD Speaks a New Language|work=San Diego Business Journal}}{{cite news|url=https://www.sdbj.com/imported/local-daytime-programming-gets-a-boost-at-knsd/|title=Local Daytime Programming Gets a Boost at KNSD|date=June 5, 2005|work=San Diego Business Journal}} During the Great Recession, KNSD scaled back its operation. In December 2008, it canceled weekend morning newscasts, Noticias Mi San Diego (by then airing at 4 a.m. on KNSD itself), and Streetside as part of a layoff of 12 employees.{{cite news|url=http://www.signonsandiego.com/news/metro/20081206-9999-1m6knsd.html|title=KNSD/Channel 39 drops 3 local-news shows, lays off 12 |last=Peterson|first=Karla|date=December 6, 2008|work=San Diego Union-Tribune|access-date=December 7, 2008}} Further cuts saw KNSD outsource weather to KNBC in Los Angeles for several years;{{cite news|url=https://www.nexttv.com/news/market-eye-staying-classy-san-diego-43395|date=April 1, 2012|title=Market Eye: Staying Classy in San Diego|work=Broadcasting & Cable|first=Michael|last=Malone}} Fritz Coleman, KNBC's meteorologist, presented the weeknight weather on KNSD.{{Cite news|date=July 10, 2009|first=Karla|last=Peterson|title=Fritz Coleman is ready to report in this climate of media change|page=D-1|work=San Diego Union-Tribune}} This ended in 2011 when the station hired two meteorologists, including Dagmar Midcap, whose last on-air role had been at WGCL-TV in Atlanta.{{cite news|url=http://www.mediabistro.com/tvspy/meteorologist-dagmar-midcap-joins-knsd_b26457|url-status=dead|archive-url=https://web.archive.org/web/20120225033213/http://www.mediabistro.com/tvspy/meteorologist-dagmar-midcap-joins-knsd_b26457|archive-date=February 25, 2012|title=Weathercaster Dagmar Midcap Joins KNSD|first=Merrill|last=Knox|work=TVSpy|date=October 25, 2011}} During this period, Marty Levin retired in 2010 and was succeeded on the weeknight anchor desk by Mark Mullen, who had previously been a correspondent for ABC News and NBC News.{{cite news|url=https://tvnewscheck.com/uncategorized/article/knsd-adds-mark-mullen-as-anchor/|work=TVNewsCheck|date=May 26, 2010|title=KNSD Adds Mark Mullen As Anchor}} The weekend morning news was restored in 2013.{{cite news|title=Several winners in November sweeps|url=http://www.utsandiego.com/news/2013/dec/05/several-winners-november-sweeps/|first=Jay|last=Posner|newspaper=San Diego Union-Tribune|date=December 5, 2013|access-date=August 13, 2014}}

Though KNSD was operated as part of the NBC-owned station group, LIN continued to participate in the Station Venture Operations joint venture that owned it and KXAS until 2013, when the venture was dissolved as part of a corporate restructuring at LIN.{{Cite news|work=Radio and Television Business Report|url=https://rbr.com/lin-exits-nbc-joint-venture-plans-reorg/|date=February 13, 2013|title=LIN exits NBC joint venture, plans reorg}} On January 9, 2014, KNSD announced that it would not renew its lease for the 225 Broadway studios and relocate by 2016, ending a 20-year lease five years early.{{cite news|title=NBC San Diego To Leave Downtown Studio By 2016|url=http://www.kpbs.org/news/2014/jan/09/nbc-set-leave-horton-plaza-2016/|agency=City News Service|work=KPBS|date=January 9, 2014|access-date=August 13, 2014}} For $9.6 million,{{cite news|title=NBC 7 Buys Kearny Mesa Building for New Studio, Offices|url=http://sdbj.com/news/2014/jun/23/nbc-7-buys-kearny-mesa-building-new-studio-offices/|work=San Diego Business Journal|first=Lou|last=Hirsh|date=June 23, 2014|access-date=August 13, 2014}} NBC purchased a {{convert|52000|ft2|m2|adj=on}}{{Cite news|title=NBC 7 welcomes light, revs up tech at new Kearny Mesa station|page=Business 2|first=Roger|last=Showley|date=April 21, 2016|work=San Diego Union-Tribune}} building in Kearny Mesa—selected for its access to major roads and free parking{{cite news|title=NBC 7 Announces Move to New Kearny Mesa Location in 2016|url=http://www.nbcsandiego.com/news/local/NBC-7-Announces-Move-to-New-Kearny-Mesa-Location-264304441.html|publisher=KNSD|first=Laura|last=McVicker|date=June 23, 2014|access-date=August 13, 2014}}—which was gutted and rebuilt to provide newsroom, studio, and office space for the station and opened in 2016.{{Cite news|title=NBC 7 welcomes light, revs up tech at new Kearny Mesa station|page=Business 2|first=Roger|last=Showley|date=April 21, 2016|work=San Diego Union-Tribune}}

{{main|KUAN-LD}}

NBCUniversal posted a job listing in January 2017 seeking a vice president of sales for "a new Telemundo-owned station in San Diego", the first signal that the network was seeking to bring the Telemundo affiliation in-house after more than 26 years broadcast on XHAS-TDT, a Tijuana station programmed by Entravision Communications Corporation, when its affiliation agreement expired later that year.{{Cite news|date=February 13, 2017|first=Adam|last=Jacobson|title=Here's The Second Network Shift In San Diego|work=Radio and Television Business Report|id={{pq|1867503660}} }} Telemundo 20—a subchannel of KNSD, branded as its cable channel—was formally unveiled that April and began in July, expanding the existing KNSD news operation by more than 30 employees to provide Spanish-language evening newscasts.{{cite news|title=NBCU Ramps Up For Its Forthcoming Telemundo/San Diego O&O|date=April 20, 2017|first=Adam|last=Jacobson|work=Radio and Television Business Report|id={{pq|1889941160}} }}{{cite news|url=https://www.nexttv.com/news/telemundos-san-diego-oo-goes-live-july-1-166883|first=Diana|last=Marszalek|work=Broadcasting & Cable|title=Telemundo's San Diego O&O Goes Live July 1|date=June 28, 2017}} That September, NBC agreed to purchase KUAN-LD of Poway, California, from NRJ TV.{{cite web|title=Station Trading Roundup: 2 Deals, $660,000|url=http://www.tvnewscheck.com/article/107620/station-trading-roundup-2-deals-660000|work=TVNewsCheck|date=September 26, 2017|access-date=September 27, 2017}} By December 18, 2018, Telemundo 20 San Diego was being carried on KUAN.{{cite news |title=How to Find Over-the-Air Signal for NBC 7 KNSD Telemundo 20 KUAN San Diego |url=https://www.nbcsandiego.com/news/local/how-to-find-over-the-air-signal-for-nbc-7-knsd-telemundo-20-kuan-san-diego-2/147646/ |access-date=May 18, 2020 |work=NBC 7 San Diego |date=December 18, 2018}} As a result of the 2016 United States wireless spectrum auction,{{Cite web|url=http://data.fcc.gov/download/incentive-auctions/Transition_Files/Phase_Assignment_Closing_PN.csv|title=FCC TV Spectrum Phase Assignment Table|format=CSV|website=Federal Communications Commission|date=April 13, 2017|access-date=April 17, 2017|archive-date=April 17, 2017|archive-url=https://web.archive.org/web/20170417160749/http://data.fcc.gov/download/incentive-auctions/Transition_Files/Phase_Assignment_Closing_PN.csv|url-status=live}} KNSD was repacked to channel 17 on March 14, 2019, with KUAN sharing KNSD's channel.

By 2022, KNSD was in general second place in San Diego–market news ratings and particularly competitive with KFMB-TV in the demographic of viewers 25–54. While KFMB-TV led in total viewers at 6 a.m. and 5, 6, and 11 p.m., KNSD beat or tied KFMB in the 25–54 demo in each of those time periods.{{cite news|url=https://www.nexttv.com/features/local-news-close-up-news-reboots-in-sunny-san-diego|date=May 11, 2022|first=Michael|last=Malone|work=Broadcasting & Cable|title=Local News Close-Up: News Reboots in Sunny San Diego}}

• Emily Chang – reporter, mid–2000s{{Cite web|url=https://www.bloomberg.org/people/emily-chang/|title=Emily Chang|website=Bloomberg Philanthropies|date=2023}}
• Laurence Gross – entertainment critic, 1983–1990s{{Cite news|page=B-8|first=Jack|last=Williams|title=Laurence Gross, 71 - radio show host, TV critic|date=April 20, 2003|work=San Diego Union-Tribune}}
• Joe Lizura – meteorologist, 1990–2006{{Cite news|page=E-7|first=Karla|last=Peterson|title=Lizura among KUSI lineup changes|date=July 7, 2007|work=San Diego Union-Tribune}}
• Bree Walker – anchor, 1997–2000{{cite news|title=Bree Walker to leave KNSD at end of contract in August|page=E-7|date=June 3, 2000|first=Preston|last=Turegano|work=San Diego Union-Tribune}}

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