Owned by Hearst Television and jointly branded as "40/29", the two stations maintain studios on Ajax Avenue in Rogers.

KHBS' transmitter is located on Cavanal Hill in northwestern Le Flore County, Oklahoma (northwest of Poteau), while KHOG-TV's transmitter is based near Ed Edwards Road in rural northeastern Washington County, Arkansas, just southeast of the Fayetteville city limits.

KHOG-TV relays KHBS' programming to areas of far northwestern Arkansas and southwestern Missouri that are not covered by the primary station's signal.

KFPW-TV found the going difficult against channel 5 largely because of the difficulties experienced by UHF stations operating in rugged terrain.

[3] Many viewers in the northern part of the market watched CBS on KTVJ in Joplin, Missouri (now NBC affiliate KSNF).

KHBS-DT2's history traces back to the September 18, 2006, launch of a cable-only affiliate of The CW—a network created as a joint venture between CBS Corporation and the Warner Bros. Entertainment division of Time Warner, as a de facto consolidation of UPN and The WB that initially featured programs from its two predecessor networks as well as new series specifically produced for The CW.

[8][9]—that was managed, promoted and had its advertising sales handled by local cable provider Cox Communications, alongside the launch of The CW Plus, a national service that was created to provide broad coverage of The CW to smaller areas with a Nielsen Media Research market ranking above #100 and was affiliated via local origination channels managed by cable providers or local television stations and primary or subchannel-only affiliations with broadcast stations.

The station airs the Litton's Weekend Adventure block on a one-hour delay from its "live feed" due to the third hour of its Saturday morning newscast, although midday college football games carried by ABC during the fall may subject Weekend Adventure programs normally aired on Saturdays in the 11 a.m. hour to be deferred to Sunday mornings to fulfill educational programming obligations.

Station personnel also gives viewers who subscribe to AT&T U-verse, DirecTV, Dish Network and other pay television providers within the KHBS/KHOG viewing area that do not carry its DT3 feed the option of watching the affected shows on ABC's desktop and mobile streaming platforms or its cable/satellite video-on-demand service the day after their initial airing.

The station may also simulcast long-form severe weather coverage on KHBS-DT2/KHOG-DT2 in the event that a tornado warning is issued for any county in its viewing area within northwest Arkansas and east-central Oklahoma.

[15] On September 13, 2011, the stations became the first in the Fort Smith–Fayetteville television market to begin broadcasting its newscasts in 16:9 widescreen standard definition.

On August 20, 2012, KHBS/KHOG debuted a half-hour prime time newscast at 9 p.m. for its DT2 subchannel, titled 40/29 News at 9:00 on The Arkansas CW.