WBRZ-TV is sister to Class A independent station KBTR-CD (channel 36), and the two outlets share studios on Highland Road in Baton Rouge, just south of downtown.

In late summer 2007, the Manships acquired a low-power independent station, KBTR (WBTR), from Veritas Broadcasting Company.

The station is a funding partner in The Cinderella Project of Baton Rouge, a charity providing free prom dresses to public high school students who cannot afford them.

In November 2004, WBRZ, along with many other ABC affiliates in the country, opted not to air the movie Saving Private Ryan when the network broadcast it uncut on Veterans Day.

During Hurricane Katrina, the station worked with New Orleans ABC affiliate WGNO (channel 26) to provide coverage of the storm and its aftermath.

WBRZ has aired GMA3: What You Need To Know (previously The Chew and All My Children) at 11 a.m. on a one-day behind basis (three days behind for Friday's edition) due to the station's longtime noon newscast.

This allowed CBS affiliate WAFB to overtake the lead in local news ratings, after competing with WBRZ for first place throughout the decade.

It was also in 2004 that the station introduced a 4 p.m. newscast to the Baton Rouge market after the cancellation of Donny Osmond's version of Pyramid.

On July 29, 2007, WBRZ upgraded its set and news theme and began broadcasting their morning show 2une In and its noon, 4, 5, 6, and 10 p.m. newscasts in high-definition.

WBRZ was the second station in the Baton Rouge area and the fourth in Louisiana to broadcast their newscasts in high definition.

[6] WBRZ was a 2023 recipient of an Alfred I. duPont–Columbia University Award for its investigative reporting on the Louisiana State Police cover-up of misconduct related to the death of Ronald Greene in 2019.

In 2010, the radio feed was replaced with prerecorded forecasts from the team and by early 2021, became silent with cuts of the station's news theme, "Impact" by 615 Music playing in the background.