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===NBC affiliation===
[[File:KNSD Logo.png|thumb|135px|left|KNSD's logo as ''NBC 7/39'', variations of which were used from January 1, 1997, to August 9, 2010.]]
On June 27, 1977, in the wake of its new success as the highest-rated television network in America, ABC moved its San Diego affiliation from KCST to KGTV, causing an affiliation swap that ended with KCST taking the NBC affiliation formerly held by KGTV.<ref>{{ cite news | url = http://www.americanradiohistory.com/hd2/IDX-Business/Magazines/Archive-BC-IDX/76-OCR/1976-06-07-BC-OCR-Page-0026.pdf | title = In Brief | magazine = [[Broadcasting & Cable|Broadcasting]] | page = 24 | date = June 7, 1976 | access-date = December 28, 2018 }}</ref><ref>{{ cite news | url = http://www.americanradiohistory.com/hd2/IDX-Business/Magazines/Archive-BC-IDX/77-OCR/BC-1977-03-07-OCR-Page-0026.pdf | title = In Brief | magazine = [[Broadcasting & Cable|Broadcasting]] | page = 26 | date = March 7, 1977 | access-date = December 28, 2018 }}</ref> ABC expressed dissatisfaction with how it had been relegated to UHF in San Diego, and had preferred affiliating with VHF stations in markets of San Diego's size long before its national ratings success. Under the circumstances, KCST's ratings success was not enough to save the affiliation. This move did not please Storer, who retaliated by switching its' only other ABC affiliate at the time, present-day Fox O&O [[WITI (TV)|WITI]] in [[Milwaukee, Wisconsin]], to a network they had better relations with, CBS, around the same time.<ref>[http://www.americanradiohistory.com/Archive-BC-IDX/76-OCR/1976-10-18-BC-0036.pdf "Milwaukee connection." ''Broadcasting'', October 18, 1976, pg. 36]{{dead link|date=September 2017 |bot=InternetArchiveBot |fix-attempted=yes }}</ref><ref>"In Brief." ''Broadcasting'', September 27, 1976, pg. 28. [http://www.americanradiohistory.com/Archive-BC-IDX/76-OCR/1976-09-27-BC-0028.pdf]{{dead link|date=September 2017|bot=InternetArchiveBot|fix-attempted=yes}} (the text incorrectly states that WISN-TV had been a CBS affiliate since 1954, omitting the 1961 affiliation switch.)</ref>
In 1985, the Storer stations were acquired by [[Kohlberg Kravis Roberts|Kohlberg Kravis Roberts & Co.]] Two years later, KCST and the other Storer stations were sold to [[George N. Gillett Jr.|Gillett Communications]] (former Storer flagship [[WTVG]] in [[Toledo, Ohio]], was the only station left out of the sale and was instead sold to a local employee/investor group). On September 16, 1988, the station changed its news brand to ''News San Diego'',<ref>{{cite news|work=San Diego Evening Tribune|date=September 15, 1988|title=Major changes at TV 39|first=Joe|last=Stein}}</ref> and its call letters to '''KNSD''' to reflect the new name; it also adopted the on-air brand "Channel 7/39" (in respective reference to its cable and over-the-air channel positions).<ref>{{cite news |last=Brass |first=Kevin|title=No respect: For Channel 39, UHF exile has meant long, hard battle for hearts and minds of viewers|url=https://articles.latimes.com/1988-09-16/entertainment/ca-2352_1_educational-channel|work=[[Los Angeles Times]]|date=September 16, 1988|access-date=February 13, 2013}}</ref> Gillett was restructured into SCI TV in 1991, after Gillett defaulted on some of his bond purchases. After SCI filed for [[Chapter 11, Title 11, United States Code|Chapter 11]] [[Bankruptcy in the United States|bankruptcy]] in 1992, the company's stations were sold in a group deal to [[New World Pictures#New World Communications (1992–1997)|New World Communications]].
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