As a result, Raycom opted to keep the higher-rated WTOC and sell WSAV.
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Savannah had only six full power stations at the time of the merger, which was too few to permit a duopoly in any case. Since AFLAC had owned rival WTOC, Raycom could not keep both stations due to Federal Communications Commission (FCC) regulations at the time forbidding common ownership of two stations in the same market this rule would be partially repealed in 2000 when the FCC allowed common ownership of two stations in the same market provided that both of them are not the four highest-rated stations in a market with eight unique station owners. In 1996, Ellis was sold to Retirement Systems of Alabama who merged it with AFLAC's former broadcasting division to form Raycom Media. Ellis Communications bought the New Vision stations in 1995. NPG sold its entire broadcasting group of the time to the first incarnation of New Vision Television in 1993. In the 1990s, like many other commercial television stations in the United States, WSAV was sold several times. Meanwhile, WSAV returned to NBC a mere three years later in 1985, one year before that network became number one again, reversing the 1982 affiliation swap. However, by 1985, WSAV was one of several ABC affiliates nationwide that were disappointed with the network's weak prime time programming offerings, particularly on Thursday nights, which were bogging down WSAV's otherwise successful lineup. That network had become number one in the country and was searching for stronger affiliates. In 1982, the station swapped affiliations with WJCL and became an ABC affiliate. In the same year, the WSAV stations were sold to different parties, with WSAV-TV going to the News-Press & Gazette Company. The current tower near Pooler was built in 1976.
A new tower was built at the site boosting its signal to many of the surrounding counties in Georgia and South Carolina. In 1960, WSAV-AM-TV moved into a brand-new facility on Victory Drive, where WSAV-TV still is located today.
However, without many listeners to the simulcast programming, the FM operation was ended in the 1950s. WSAV briefly had an FM station using an antenna atop the middle of three AM towers at the transmitter facility on Oatland Island. During the late 1950s, WSAV-TV was also briefly affiliated with the NTA Film Network. It shared ABC with CBS affiliate WTOC-TV (channel 11) until 1970, when WJCL-TV (channel 22) started operations as a full-time ABC affiliate. WSAV radio had long carried NBC Radio programming, so WSAV-TV took the NBC television affiliation. The flashing WSAV sign was a landmark on the street for many years. It initially aired an analog signal from a transmitter on top of a bank building on Broughton Street in Downtown Savannah. The station began broadcasting on VHF channel 3 on Februand was co-owned with WSAV radio (630 AM later WBMQ) after a long legal battle over the frequency with the owners of WJIV (900 AM). Owned by Nexstar Media Group, the station maintains studios on East Victory Drive/ US 80/ SR 26 in Savannah's Live Oak section, and its transmitter is located on Little Neck Road in unincorporated northwestern Chatham County, near Pooler. WSAV-TV (channel 3) is a television station in Savannah, Georgia, United States, affiliated with NBC, The CW Plus, and MyNetworkTV.
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