Owned by Bahakel Communications, the station maintains studios on Muse Street in Jackson, and its transmitter is located on Potts Chapel Road in unincorporated eastern Madison County.

Cy Bahakel bought the station in 1966[3] and changed the call letters to the current WBBJ-TV on December 7, 1966[2][4] (as Robinson's estate held on to WDXI radio[3]).

When the station changed its calls to WBBJ, it also simultaneously dropped CBS in favor of ABC (which WDXI-TV had carried as a secondary affiliation for some time beforehand).

By the end of 1967, Bahakel's other stations it owned at the time, WABG in Mississippi, WCCB in Charlotte, and WOLO in Columbia were all affiliated with ABC.

Also on this date, the weeknight 5 p.m. newscast dropped the Live at 5 branding and returned to ABC 7 Eyewitness News at 5 which is simulcast on local radio station WFHU (91.5 FM).