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The station's digital signal remained on its pre-transition UHF channel 39.

WFRV kept its analog signal on the air until March 3 to inform viewers of the digital television transition through a loop of public service announcements from the National Association of Broadcasters.

The station's current blue-and-yellow logo and graphic scheme was unveiled on July 10, 2006, along with a new news set to coincide with the return to the station of former reporter/anchor Tammy Elliott.

The week of April 16–18, 2007, Liberty Media (a media company unrelated to The Liberty Corporation) completed an exchange transaction with CBS Corporation pursuant to which Liberty Media exchanged 7.6 million shares of CBS Class B common stock valued at 9 million for a subsidiary of CBS that held WFRV and approximately 0 million in cash.

This swap would make WFRV one of the few stations in the United States to be affiliated with all of the Big Three television networks (ABC, NBC, and CBS) during its lifetime.

Because Media General owns WBAY, the new company will be required to sell that station or WFRV to another owner.On April 7, 2011, Nexstar Broadcasting Group announced it would acquire WFRV and WJMN-TV from Liberty Media.The website URL and operations of WFRV and WJMN also changed to Nexstar's in-house format (they had been maintained by Broadcast Interactive Media since April 2010); in the case of WFRV, the web address changed from "wfrv.com" to "wearegreenbay.com".WFRV-TV, virtual channel 5 (UHF digital channel 39), is a CBS-affiliated television station licensed to Green Bay, Wisconsin, United States. WFRV's studios are located on East Mason Street in the City of Green Bay, and its transmitter is located north of Morrison.On cable, WFRV is available on Charter Spectrum channel 6 and in high definition on digital channel 1006.

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