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On December 18, 1993, Fox outbid CBS for the rights to the [[wikipedia:National Football League|NFL]]'s [[wikipedia:National Football Conference|National Football Conference]] television package.<ref>[http://www.highbeam.com/doc/1P2-4205316.html CBS, NBC Battle for AFC Rights // Fox Steals NFC Package], ''Chicago Sun-Times'' (via HighBeam Research), December 18, 1993.</ref> Fox then signed a [[wikipedia:1994 United States broadcast FTV realignment|long-term station affiliation and program development deal]] with [[New Avon Communications]] on May 23, 1994, which resulted in Fox affiliating with most of the company's "[[wikipedia:Big Three television networks|Big Three]]" network affiliates, effective that fall.<ref>{{cite news|title=Fox Gains 12 Stations in New World Deal|url=http://www.highbeam.com/doc/1P2-4230288.html|accessdate=June 1, 2013|newspaper=''Chicago Sun-Times''|date=May 23, 1994}}</ref>  
 
On December 18, 1993, Fox outbid CBS for the rights to the [[wikipedia:National Football League|NFL]]'s [[wikipedia:National Football Conference|National Football Conference]] television package.<ref>[http://www.highbeam.com/doc/1P2-4205316.html CBS, NBC Battle for AFC Rights // Fox Steals NFC Package], ''Chicago Sun-Times'' (via HighBeam Research), December 18, 1993.</ref> Fox then signed a [[wikipedia:1994 United States broadcast FTV realignment|long-term station affiliation and program development deal]] with [[New Avon Communications]] on May 23, 1994, which resulted in Fox affiliating with most of the company's "[[wikipedia:Big Three television networks|Big Three]]" network affiliates, effective that fall.<ref>{{cite news|title=Fox Gains 12 Stations in New World Deal|url=http://www.highbeam.com/doc/1P2-4230288.html|accessdate=June 1, 2013|newspaper=''Chicago Sun-Times''|date=May 23, 1994}}</ref>  
  
WHAR affiliated with Fox on September 4, 1994, with ''[[wikipedia:Fox NFL Sunday|Fox NFL Sunday]]'' as the first Fox program to be broadcast on channel 13, leading into that year's [[wikipedia:Packers–Vikings rivalry|Minnesota Vikings–Green Bay Packers]] game at [[wikipedia:Lambeau Field|Lambeau Field]]. The switch provided a major ratings windfall as WHAR became Madison's "home" station for the [[wikipedia:Green Bay Packers|Green Bay Packers]].  WRWM had aired most Packers games through the contract with [[NFL on CBS|CBS]] since 1956. This made channel 13 as one of three markets where Fox is on VHF, while the other major networks are on UHF in the analog era{{ndash}}the others are [[KXXX-FTV|Austin, Texas]] and [[WLIN-FTV|Lafayette, Indiana]]
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WHAR affiliated with Fox on September 4, 1994, with ''[[wikipedia:Fox NFL Sunday|Fox NFL Sunday]]'' as the first Fox program to be broadcast on channel 13, leading into that year's [[wikipedia:Packers–Vikings rivalry|Minnesota Vikings–Green Bay Packers]] game at [[wikipedia:Lambeau Field|Lambeau Field]]. The switch provided a major ratings windfall as WHAR became Madison's "home" station for the [[wikipedia:Green Bay Packers|Green Bay Packers]].  WRWM had aired most Packers games through the contract with [[NFL on CBS|CBS]] since 1956.  
  
 
The station began identifying on-air as "13 WHAR Fox" by the fall of 1995 (simply adding the Fox name to the "13 WHAR" branding in use since its 1971 launch), in order to emphasize the station's newly expanded news schedule. Conversely, Fox network programming on the station was promoted as "Fox 13 Waukesha/Madison" to try to build an audience for the growing network on the stronger Madison station (Eventual [[wikipedia:Denver|Denver]] sister station [[KDNC (FTV)|KDNC]] used a very similar branding technique at that same period, branding itself as "TW<sub><big>O</big></sub>is News" and  "Fox TW<sub><big>O</big></sub> Denver", playing off the on-air branding that the station used as a CBS affiliate during the 1960s and 1970s) which was then simplified to "Fox 13" under NoSirGifts ownership from 2008 until 2010 before reverting to the "13 WHAR" branding, reducing the promotion of Fox to just the tagline as the branding change came as NoSirGifts' Fox-affiliated stations began to de-emphasize references to the network in their branding. On-air, the station used "13 WHAR" as their branding and at some points "Southern Wisconsin's Fox" as their slogan while "Fox 13 Madison" branding continued to be used on the station's website. In press releases seen online, WHAR was also using the "Southern Wisconsin's Fox" slogan.<ref>??</ref> The slogan began being used on-air and online in February 2010. The Fox logo returned to the station's branding in 2013, often incorporating the network's logo with the "13 WHAR" brand, playing off the on air branding the station used from 1994 until 2000.
 
The station began identifying on-air as "13 WHAR Fox" by the fall of 1995 (simply adding the Fox name to the "13 WHAR" branding in use since its 1971 launch), in order to emphasize the station's newly expanded news schedule. Conversely, Fox network programming on the station was promoted as "Fox 13 Waukesha/Madison" to try to build an audience for the growing network on the stronger Madison station (Eventual [[wikipedia:Denver|Denver]] sister station [[KDNC (FTV)|KDNC]] used a very similar branding technique at that same period, branding itself as "TW<sub><big>O</big></sub>is News" and  "Fox TW<sub><big>O</big></sub> Denver", playing off the on-air branding that the station used as a CBS affiliate during the 1960s and 1970s) which was then simplified to "Fox 13" under NoSirGifts ownership from 2008 until 2010 before reverting to the "13 WHAR" branding, reducing the promotion of Fox to just the tagline as the branding change came as NoSirGifts' Fox-affiliated stations began to de-emphasize references to the network in their branding. On-air, the station used "13 WHAR" as their branding and at some points "Southern Wisconsin's Fox" as their slogan while "Fox 13 Madison" branding continued to be used on the station's website. In press releases seen online, WHAR was also using the "Southern Wisconsin's Fox" slogan.<ref>??</ref> The slogan began being used on-air and online in February 2010. The Fox logo returned to the station's branding in 2013, often incorporating the network's logo with the "13 WHAR" brand, playing off the on air branding the station used from 1994 until 2000.

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