Branding
In the months before the network's launch, several stations changed their on-air identities to accommodate for the then-upcoming network, including all of the Fox Television Stations Group-owned stations. Affiliates also began to show promotions for the network featuring the theme of "Entertainment you can call your own." At first, many Fox owned-and-operated stations branded local programming with the My moniker. An example is My 9 and My 9 News for WWOR-TV. However, by the third week in October, at least one station, KCOP, went to a two-column brand, with the network logo on the left side and the channel number, 13, on the right. The verbal identification became "MyNetworkTV channel 13." KCOP reverted back to the simpler "My 13" branding in May 2007.
However while this is the conventional branding style for the network, at least thirteen MyNetworkTV affiliates (as of August 2011) currently do not use the "My" branding in any capacity: KPDX in Portland, Oregon (referred to as "PDX TV"), KAUT-TV in Oklahoma City (branded under a unique format appealing to the market's military population as "Freedom 43 TV", and previously "OK43"), Little Rock, Arkansas's KARZ-TV (which goes by "Z42", but was branded "My 42" until 2009), Portland, Maine's WPME (which identifies by its callsign, though it was branded as "MyTV WPME" until 2009), Cincinnati's WSTR-TV (referred to by their longtime branding of "Star 64", though branded as "My64" until 2009), Seattle's KZJO (referred to as "JOEtv" since a 2010 callsign change, though it was branded as "MyQ²" until 2010), Philadelphia's WPHL-TV (referred to by longtime moniker "PHL 17", though it was branded "MyPHL17" prior to 2010), a digital subchannel of CBS affiliate WISC-TV in Madison, Wisconsin (branded as "TVW", but was known as "My Madison TV" until 2009), Honolulu's KFVE (which has branded with its call letters since it moved to virtual channel 9, and previously "K-5" when it was on channel 5), Kansas City's KSMO-TV (which brands with its call letters, though branded "myKSMO TV" until 2011), KCWX in Fredericksburg, Texas (serving the San Antonio market) (which has simply used its call letters since it switched from The CW to MyNetworkTV in 2010, though previous affiliate KMYS had branded as "My 35"), and WBIN-TV in Derry, New Hampshire (serving the Boston market) (referred to as "The New WBIN-TV" since a 2011 call change, though it was branded as either "My TV New England" or simply "My TV" prior to 2011). However, WSTR, WPHL, and KSMO's logos are still patterned after the MyNetworkTV logo.
The network has no digital on-screen graphic logo in the bottom right-hand corner of the screen, allowing their local stations to use their own logo instead if they choose to do so. On November 13, 2006, the network added a translucent show logo to the bottom left side of the screen, but discontinued it in March with the beginning of the third telenovela cycle.
At the time plans for MyNetworkTV were announced, there was at least one station that was using a similar moniker. WZMY-TV in Derry, New Hampshire filed a trademark for the "MyTV" name in the summer of 2005, and for a short time there was speculation the station might sue Fox for the use of "MyTV". However, on July 21, 2006, an e-mail was sent to WZMY's MyTV e-mail subscribers that the station would become the Boston area's MyNetworkTV affiliate. The official announcement came the following week. (As noted above, what is now WBIN-TV no longer uses the branding despite continuing to carry MyNetworkTV programming through September 16, 2011.) On September 19, WSBK-TV (as noted above) took over the MyNetworkTV affiliation in the Boston market from WBIN-TV and now uses both the "My" branding and its existing "TV 38" branding, with the logo patterned after the MyNetworkTV logo (the blue on the lower right hand corner of the logo has been replaced with the orange of the station's "TV 38" logo'; Miami sister station WBFS followed suit the same day).
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