Parker's Massachusetts Redevelopment sold the WHRC license to Christian Network Inc., for $15 million in October 1996.[9] On December 18, 1996, WHRC broadcast for the first time in more than seven years;[10] it first aired religious programming[11] before shifting to home shopping in June 1997.[12] Paxson Communications (now Ion Media Networks) took control of 58.3 percent of the station's airtime under a seven-year local marketing agreement effective January 16, 1997;[13] the company's founder, Lowell "Bud" Paxson, was also a co-founder and backer of Christian Network.[14]
On January 13, 1998, WHRC changed its call letters to WBPX,[15] in anticipation of the pending launch of Pax TV (now Ion Television). It also added the local program Norwell News.[16] That May, WBPX—by then an affiliate of Paxson's all-infomercial inTV network—was sold to DP Media (owned by Devon Paxson, son of Lowell Paxson) for $18 million;[14][17] all of DP's stations were inTV affiliates that were to join Pax TV upon its August launch.[14] WBPX was one of two Pax affiliates in the Boston market, along with Paxson Communications-owned WPXB (channel 60) in Merrimack, New Hampshire.[18]
In May 1999, WBPX was put up for sale after Devon Paxson agreed to buy Boston University's independent station, WABU (channel 68), and move Pax programming there.[18] That June, channel 46 returned to an infomercial-based format as WWDP;[19][20] channel 68 would subsequently take on the WBPX call sign.[21] While the bulk of the DP Media stations were acquired by Paxson Communications in late 1999 in a deal worth up to $173 million,[22] WWDP was instead transferred to Norwell Television LLC.[10] Paxson Communications owned 32 percent of Norwell Television's equity, but the new company was otherwise controlled by Roslyck Paxson and Devon Paxson.[10]
In June 2000, Telemundo announced that WWDP would become an affiliate of the Spanish-language network that September.[23] The station operated under a local marketing agreement with existing Telemundo affiliate WTMU-LP,[24] with the two stations simulcasting.[25] On July 1, 2002, WWDP dropped Telemundo, which remained on WTMU-LP, and returned to home shopping programming,[26] affiliating with America's Collectibles Network.[27]
Devon Paxson again placed WWDP on the market in late 2001.[24] In September 2002, WPXB was purchased from Paxson Communications by NBC with the intention of switching it from ShopNBC—a home shopping service partly owned by NBC—to NBC-owned Telemundo.[28] ShopNBC's parent company, ValueVision Media, announced in January 2003 that it would purchase WWDP from Norwell Television to maintain the service's distribution in the Boston market after channel 60—renamed WNEU—joined Telemundo in April.[29] ShopNBC was renamed ShopHQ in 2013[30] and Evine Live—which had replaced ValueVision Media as its corporate name in November 2014—in 2015.[31]
In December 2008, WWDP received authorization by the FCC to temporarily shut down its digital signal, to allow the station to install a new antenna for the transmitter. Although the mandated date for full-power television stations to convert to digital-only broadcasts was postponed from February 17, 2009, to June 12, WWDP was able to activate its digital signal on February 17 as Providence, Rhode Island–based WJAR discontinued its analog signal on channel 10 on the original transition date. WWDP shut down its analog signal, over UHF channel 46, in April 2009. The station moved its digital signal from its pre-transition UHF channel 52, which was among the high band UHF channels (52-69) that were removed from broadcasting use as a result of the transition, to VHF channel 10, using virtual channel 46.[32]
On August 28, 2017, Evine Live agreed to sell WWDP to WRNN-TV Associates for $10 million; the station concurrently entered into a channel sharing agreement to allow NRJ TV, owner of WMFP (channel 62), to operate WMFP on one-third of WWDP's spectrum.[33] The sale was completed on December 6, 2017.[34] Evine changed its name back to ShopHQ in 2019.[35]
On May 20, 2021, RNN and iMedia Brands announced an agreement to affiliate most of RNN's television stations (including WWDP) with ShopHQ. Following RNN's acquisition of the station, WWDP had moved ShopHQ to its .2 subchannel, with Shop LC on its primary channel. On June 28, 2021, ShopHQ returned to WWDP's primary channel, and all Shop LC programming was dropped.[36]
WWDP had a construction permit to move to UHF channel 36 from the WBZ-TV tower in Needham;[37] this permit was canceled in January 2026.[38]
