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It was far more successful than the station ever had been as an ABC affiliate.

To emphasize that the station's programming decisions would be influenced by viewers instead of a network, KMSP rebranded itself as "Receptive Channel 9", and an antenna was shown atop the station's logo in station identifications.Accordingly, the network sought to upgrade its slate of affiliates, which were made up of some stations that either had poor signals or poorly performing local programming.In December 1977, ABC warned KMSP that it would yank its affiliation unless improvements were made and fast. Despite the changes, KMSP's news department remained a distant third behind WCCO-TV and KSTP-TV.Channel 9 changed its call letters to KMGM-TV on September 1, 1956; at the time, the station was in negotiations with Metro-Goldwyn-Mayer to acquire the Twin Cities television rights to the company's films, along with selling a 25 percent stake in KMGM-TV to the studio.The agreements to lease MGM's pre-1949 films and sell 25 percent of the station to Loew's were both completed that November; KMGM was the third station, after future sister station KTTV in Los Angeles and KTVR in Denver, to enter into such an arrangement.