The station's transmitter is located in the Brunswick section of unincorporated northeast Shelby County.
The station formerly operated from a studio located on Cazassa Road in the southeast section of Memphis.
[3] WBUY-TV first signed on the air in September 1991,[4] with its original analog transmitter along MS 309 north of Byhalia, Mississippi.
In 1997, WBUY was sold, along with the rest of Sonlight's stations, to All American TV (not to be confused with an unrelated television syndication company of a similar name), a minority-owned firm with close ties to TBN.
[6] The station's original permittees intended for channel 40 to broadcast Home Shopping Network (HSN) programs to the Memphis market; the last three letters of the station's call sign incidentally reflected this intended, but unrealized affiliation.