The station signed on the air on April 16, 1954, as KULA-TV, launching at 10:30 a.m. with a test pattern, followed by its inaugural sign-on premiere party at 6 p.m., and two movies from 7 p.m. to 9:45 p.m. Prior to its launch, it had planned to use the call letters KABS-TV before settling on the KULA calls, which came from its then sister AM station under the ownership of Pacific Frontier Broadcasting Company, whose owner Jack A. Burnett had applied for a TV license to operate KULA on channel 2 as the channel 4 allocation was being sought after by rival radio stations KGU and KPOA, but after the application by the two stations fell through the FCC awarded the channel 4 allocation to Burnett instead. The station has been an ABC affiliate since its sign-on, making KITV one of the two major t