 In 1968, just when the station was finding its niche again, it got a competitor in the form of WTOG (channel 44).The new station's owner, Hubbard Broadcasting, used its financial muscle to snap up most of the stronger syndicated programming.WSUN-TV limped along for two more years before finally going off the air on February 23, 1970; the station's owners cited that "the situation as to viewers and advertisers precludes continued operation at this time."