On November 6, 2007, Rogers Communications announced the sale of CIIT and CHNU to S-VOX. The deal was approved by the CRTC on March 31, 2008. The sale was finalized on April 30, 2008 and S-VOX assumed control of the station on June 30 of that year. Shortly after S-VOX took control of the station, In July 2008, CIIT disaffiliated from the Omni television system and was subsequently rebranded as "CIIT11". S-VOX soon announced that both CIIT and CHNU would rebrand under a newly created television brand, Joytv. CIIT was rebranded again on September 1, 2008 using the on-air brand "Joytv 11".
