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At the time, the Field interests were concerned about running afoul of the Federal Communications Commission (FCC)'s recent scrutiny of commonly owned multiple media outlets within the same market.
WFLD's programming slate changed slightly, but the station's on-air graphics and branding were abruptly changed to reflect the new ownership, with the station adopting "Metromedia 32" as its on-air brand (using a similar branding scheme that was used at new sister station WNEW).
When the deal was completed in July 1973, the two companies' new partnership resulted in WFLD joining Kaiser's stable of UHF independent stations in San Francisco, Boston, Philadelphia, Cleveland and Detroit.
In addition to carrying the traditional fare of sitcoms, drama series, children's programs and first-run syndicated programs, the station also aired movies—initially European releases that were dubbed into English—and local public affairs programming during this period. during the 1970s, except from September to December, when the station signed on at a.m.
WFLD scored no big ticket program acquisitions in 1980 or 1981; however, in 1982, the station won the local syndication rights to popular series such as Three's Company, Taxi and Mork and Mindy.
In 1982, Field Enterprises began a gradual sale of its five television stations on an individual basis—a process which continued into the following year—due to disagreements between brothers Marshall Field V and Frederick "Ted" Field on how to operate the company, which strained their working relationship.
Still, the old Field-era logos were used on-air by accident on some occasions through the summer of 1983.