For much of the region, television was limited to WGEM-TV and KHQA-TV in Quincy, or grade B signals from the St. Louis VHF stations.

A few homes in the area (mostly in the eastern part of the region) could watch UHF stations from Springfield, and with luck could pick up signals from Peoria.

[3] Keith Moyer, with the help of several Jacksonville-area investors, formed Look Television Corporation and applied for the channel 14 license.

Since the station aired on the lowest portion of the UHF dial, the antenna weighed 26 tons—one of the heaviest ever put into service.

The transmitter's location and power gave the station primary coverage of Springfield as well even though there was already an ABC affiliate in the area, WAND in Decatur.

WJJY agreed to air the entire ABC schedule in pattern with no preemptions (except for breaking local news).

Look Television had expected WJJY to be profitable almost immediately—an unrealistic goal for any station, especially one serving what then as now was a very small market.

Finally that spring, Look Television was placed into receivership, and WJJY signed off for the last time September 15, 1971, with almost no fanfare after an episode of The Dick Cavett Show.

Look Television eventually agreed in principle to sell the tower to Convocom, a consortium of west-central Illinois educational institutions.