Owned by Lilly Broadcasting, the station maintains studios on West Washington Street in Marquette, while its transmitter is located in Ishpeming, Michigan.

The station then was sold and returned to air later in 2009 after changing its call sign to WZMQ, affiliated with several digital multicast networks.

Lilly acquired WZMQ in 2017 and obtained the CBS affiliation for the station's second digital subchannel beginning January 21, 2022, displacing WJMN-TV (channel 3), then owned by Nexstar (it is now a semi-satellite of WBUP).

WMQF would be sold to MMMRC, LLC, a company owned by the principals of De Pere, Wisconsin-based Smet Construction Services.

The construction was completed on or about October 15, 2009,[8] after which Smet officially launched WZMQ, replacing the "Coming Soon" slides that had been broadcast since the summer with programming from This TV and MyNetworkTV on channels 19.1 and 19.2 respectively.

In mid-June 2022, Lilly announced that it purchased a building across from the Delft Theater on West Washington Street in downtown Marquette and construct a studio and offices in the second floor space to accommodate more local anchors, reporters, and a meteorological team.

Since the channel was then owned by Equity Media Holdings, the company told the FCC it was not able to convert WMQF and most of its stations to digital in time for the transition.

[16] After being sold to MMMRC, WZMQ made its flash-cut to digital shortly before the June 2009 transition cutoff, transmitting two subchannels that were at low-power due to Equity-era transmitter neglect.