Editing WTSP (section)

===CBS affiliation===
{{further|1994–96 United States broadcast television realignment}}
In June 1994, [[E. W. Scripps Company|Scripps Howard Broadcasting]] arranged for several of its stations to affiliate with ABC (including [[WFTS-TV]], channel 28, which was about to lose its [[Fox Broadcasting Company|Fox]] affiliation to then-CBS affiliate WTVT, channel 13, due to a corporate deal between Fox and WTVT's then-owner [[New World Pictures#New World Communications|New World Communications]]) in order to allow [[WEWS-TV]] ([[Cleveland]]) and [[WXYZ-TV]] ([[Detroit]]) to renew their affiliations with the network. WTSP later signed a deal to become the market's new CBS affiliate, resulting in a three-way affiliation swap that occurred on December 12, 1994, with the ''ABC Sunday Night Movie'' premiere of ''[[Hook (film)|Hook]]'' being the final ABC program to air on channel 10 on December 11 at 9&nbsp;p.m. Eastern Time. Upon switching to CBS, WTSP went from third to second place in the local news ratings, although a later resurgent WTVT and competition from WFTS' upstart news department would result in the station battling for second with those stations for the remainder of the 1990s. WFLA was the market leader, until dipping to second after the 2009 premiere of the 10 p.m. ''[[The Jay Leno Show]]''.

Citicasters (which held on to WTSP and [[WKRC-TV]] in [[Cincinnati, Ohio]] after it sold its other television stations to New World, whose station properties were later acquired by [[Fox Television Stations]] in 1997) merged with [[Jacor]] in September 1996. Three months later, in December 1996, the [[Gannett Company]] acquired WTSP in a swap deal, [[WDAE|selling]] [[WMTX|six]] [[KEIB|of]] [[KIIS-FM|its]] [[KMRO|radio]] [[KLQV|stations]] to Jacor in return. In the spring of 1999, WTSP debuted a new Doppler weather radar system branded as "Double Doppler". The station ceased using the radar located in Pasco County in 2013; the remaining radar is located at the station's transmitter site in Riverview.
[[Image:WTSP2008.png|165px|thumb|Logo as "10 Connects", used from October 9, 2008, to July 26, 2010.]]
On October 9, 2008, WTSP rebranded from "Tampa Bay's 10" to "10 Connects" (with the "10 Connects Network" being used alternatively). The station's "10 Connects" logo was similar to the one in use since 2002 though without the wave design, along with a small notch in the oval portion of the logo for the "Connects" text (this logo was nicknamed "[[Pacman]]" for its resemblance to the video game character.<ref>{{Cite web|url=http://flnewscenter.com/?p=2570|title=Florida News Center "Goodbye PacMan"|access-date=July 26, 2010|archive-date=September 26, 2010|archive-url=https://web.archive.org/web/20100926094242/http://flnewscenter.com/?p=2570|url-status=live}}</ref>). The station re-branded itself as ''10News'' in July 2010.

[[Image:Wtsp.png|150px|thumb|right|"10" logo used from October 2002 to October 2008 and again from July 2010 to April 2017. Variations of this logo were in use until May 2020.]]
The station re-launched its investigative unit, "10Investigates", in 2011 with the nucleus of investigative reporters Mike Deeson and Noah Pransky. The unit has won several national awards since then, including a national Edward R. Murrow Award for a story on soccer goal safety and national Columbia-duPont and George Polk awards for exposing red light camera injustices.

Around the first week of October 2012, Gannett entered a [[Carriage dispute|dispute]] against [[Dish Network]] regarding [[Retransmission consent|compensation]] fees and Dish's AutoHop commercial-skip feature on its Hopper [[digital video recorder]]s. Gannett ordered that Dish discontinue AutoHop on the account that it is affecting advertising revenues for WTSP. Gannett threatened to pull it from the satellite provider should the skirmish continue beyond October 7 and Dish and Gannett fail to reach an agreement.<ref>{{Cite news|last=Loose|first=Ashley|title=DISH customers may lose Gannett programming, including 12 News KPNX, over AutoHop feature|url=http://www.abc15.com/dpp/news/region_phoenix_metro/central_phoenix/dish-customers-may-lose-gannett-programming-including-12-news-kpnx-over-autohop-feature|access-date=October 6, 2012|publisher=[[KNXV-TV]]|date=October 5, 2012|url-status=dead|archive-url=https://web.archive.org/web/20121011013154/http://www.abc15.com/dpp/news/region_phoenix_metro/central_phoenix/dish-customers-may-lose-gannett-programming-including-12-news-kpnx-over-autohop-feature|archive-date=October 11, 2012}}</ref><ref>{{Cite news|last=Vuong|first=Andy|title=Gannett threatening to black out stations in its dispute with Dish|url=http://www.denverpost.com/business/ci_21710959/gannett-threatening-black-out-stations-its-dispute-dish|access-date=October 6, 2012|newspaper=[[Denver Post]]|date=October 6, 2012|archive-date=October 7, 2012|archive-url=https://web.archive.org/web/20121007231731/http://www.denverpost.com/business/ci_21710959/gannett-threatening-black-out-stations-its-dispute-dish|url-status=live}}</ref> The two parties eventually reached an agreement after extending the deadline for a few hours.<ref>{{cite news|last=Warner|first=Melodie|title=Dish, Gannett Reach New Deal|url=https://www.wsj.com/articles/SB10000872396390444897304578044401930225948|access-date=October 8, 2012|newspaper=[[The Wall Street Journal]]|date=October 8, 2012|archive-date=September 24, 2015|archive-url=https://web.archive.org/web/20150924090642/http://www.wsj.com/articles/SB10000872396390444897304578044401930225948|url-status=live}}</ref>

On June 29, 2015, the Gannett Company split in two, with one side specializing in print media and the other side specializing in broadcast and digital media. WTSP was retained by the latter company, named [[Tegna Inc.|Tegna]].<ref>{{Cite web|title = Separation of Gannett into two public companies completed {{!}} TEGNA|date = June 29, 2015|url = http://www.tegna.com/separation-of-gannett-into-two-public-companies-completed/|publisher = Tegna|access-date = June 29, 2015|archive-date = July 2, 2015|archive-url = https://web.archive.org/web/20150702005302/http://www.tegna.com/separation-of-gannett-into-two-public-companies-completed/|url-status = live}}</ref> Its branding then evolved to ''10News WTSP''. In May 2020, the station would be rebranded as ''10 Tampa Bay''; at that time, the station rolled out a new logo designed by Atlanta-based design firm Matchstic,<ref>{{Cite web|url=https://matchstic.com/work/10tampabay|title=10 Tampa Bay|access-date=December 16, 2020|archive-date=January 28, 2021|archive-url=https://web.archive.org/web/20210128074832/https://matchstic.com/work/10tampabay|url-status=live}}</ref> who had also created an identity for sister station [[WXIA-TV]] in 2019.