KMAX-TV
KMAX-TV is an independent Sacramento television station known for Good Day Sacramento, local news, sports, and its succession of network and call-sign identities.
Last updated August 31, 2026
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Overview
KMAX-TV is an English-language independent television station serving Sacramento, California, and the surrounding Central Valley. Channel 31 began broadcasting on October 5, 1974, under the call sign KMUV-TV. It was established by Grayson Television Company after a lengthy regulatory and construction process involving a contested application, a change in UHF channel allocation, and disputes with the market's existing independent station. Its original schedule consisted largely of repeated films, with a small amount of Spanish-language programming. The station quickly encountered financial difficulties and entered Chapter 11 bankruptcy reorganization in 1976. During the late 1970s, KMUV-TV was considered for conversion to an over-the-air subscription television service. Several ownership groups explored the concept, including Tandem Productions and Jerry Perenchio, who acquired the station in 1980 with an STV proposal. The buyers ultimately concluded that cable and microwave-distribution competition made the plan unattractive and sold the station to Koplar Communications. Koplar relaunched channel 31 on April 6, 1981, as KRBK-TV, a general-entertainment independent station. The new operation invested in programming, staffing, satellite reception, transmission facilities, and children's content, turning a weak station into a more credible competitor to Sacramento's established independent, KTXL. KRBK developed a significant local identity during the 1980s. It built a local news operation, experimented with late-evening and prime-time newscasts, and acquired broadcast rights to Sacramento Kings basketball. From 1988 through 2002, the station was an important television outlet for Kings games. Its news operation underwent several restructurings as management tested different time slots and formats, eventually improving its competitive position. Koplar's debt and programming obligations contributed to a sale to Pappas Telecasting, completed in 1994. In connection with a network commitment made under the previous ownership, the station became an affiliate of The WB in 1995 and changed its call sign to KPWB-TV. Pappas expanded the newsroom and introduced a local morning program, The Morning Show. That program evolved into Good Day Sacramento, which became the station's defining long-running local brand. The station also expanded its daytime and late-night news output and continued its relationship with the Sacramento Kings. Paramount Stations Group acquired the station in 1997. In January 1998, it became a UPN owned-and-operated station and adopted the KMAX-TV call sign. Paramount discontinued the station's traditional evening newscasts while retaining and expanding the morning show, reflecting a broader strategy at the time of reducing local news investment at several of its stations. KMAX later became a charter affiliate of The CW in 2006 after the merger of UPN and The WB. It remained with The CW until 2023, when it returned to an independent format. KMAX and Stockton-licensed KOVR formed a duopoly in 2005. KMAX subsequently moved its operations into KOVR's West Sacramento facility on KOVR Drive, while its transmitter remained near Walnut Grove. The stations are now part of CBS News and Stations and share resources while maintaining separate channel identities. KMAX's current service centers on Good Day Sacramento, an 8 p.m. local newscast, local sports, syndicated programming, and other independently scheduled content. The station's history illustrates the transformation of a financially troubled UHF outlet into a durable regional media brand through ownership changes, network affiliations, local programming, and sports rights.
History
KMAX-TV's history begins with a contested effort to establish a new Sacramento UHF station. Grayson Television Company eventually obtained the relevant construction authorization, and the FCC moved the allocation from channel 15 to channel 31 because of interference concerns involving public-safety radio spectrum. Following further engineering and construction delays, KMUV-TV signed on in October 1974. Its initial business model was based mainly on films, but the station attracted little audience and soon faced serious financial pressure. The station filed for Chapter 11 reorganization in 1976. Around the same period, it shifted toward Spanish-language and other ethnic programming, although its locally produced offering was limited. Subscription television became a possible route to profitability. Several parties explored acquiring channel 31 for an STV service, and Tandem Productions and Jerry Perenchio received approval to purchase it in 1980. They abandoned the plan after assessing competition from cable and microwave systems and quickly sold to Koplar Communications. Koplar rebuilt the station almost from scratch. KRBK-TV launched in April 1981 with a general-entertainment schedule, a larger staff, new satellite equipment, and a deliberate emphasis on programming capable of attracting families and children. Improvements to its transmitter facility and stereo capability strengthened its technical position. By the middle of the decade, KRBK had become a meaningful competitor to KTXL. The station also created a local sports identity through Sacramento Kings broadcasts beginning in 1988. Local news was a recurring strategic challenge. An initial late-evening newscast launched in the early 1980s but was withdrawn and redesigned. A new 31 News Tonight debuted in 1986, followed by additional time-slot and format changes. Moving the principal newscast to 9 p.m. in 1989 improved its ratings, and a second half-hour later followed in 1991. These efforts established the foundation for later investment by Pappas Telecasting. Koplar's substantial debt and exposure to costly programming led to the 1994 sale of KRBK to Pappas. The station became KPWB-TV when The WB launched in 1995. Pappas expanded the newsroom, introduced The Morning Show, rebranded the evening operation as 31 Action News, and added midday and late-night bulletins. The morning program gradually developed into Good Day Sacramento, the station's most durable programming asset. Paramount Stations Group acquired the station in 1997, and in 1998 it became KMAX-TV, a UPN owned-and-operated station. Paramount ended the conventional evening newscasts but maintained and expanded Good Day Sacramento. The station joined The CW in 2006 after UPN and The WB were replaced by the merged network. In 2005, KMAX and KOVR entered a duopoly, and KMAX's operations moved to KOVR's West Sacramento studios. After ending its CW affiliation in 2023, KMAX resumed independent programming. It continues to serve the Sacramento region with local news, morning television, sports, and general entertainment.
- 2023
Return to independent status
[1]KMAX ends its CW affiliation and returns to an independent programming model.
- 2006
The CW affiliation begins
[1]KMAX becomes a charter outlet of The CW.
- 2005
KMAX and KOVR become a duopoly
[1]The two Sacramento-area stations come under common ownership and later share West Sacramento facilities.
- 1998
UPN-owned KMAX-TV launches
[1]Paramount makes the station a UPN owned-and-operated outlet and adopts the KMAX-TV call sign.
- 1995
WB affiliation and KPWB identity
[1]The station joins The WB and changes its call sign to KPWB-TV.
- 1994
Pappas acquisition closes
[1]Pappas Telecasting acquires KRBK-TV from Koplar Communications.
- 1988
Sacramento Kings broadcasts begin
[1]KRBK secures a major local television package for the Sacramento Kings.
- 1981
KRBK-TV relaunch
[1]Koplar Communications relaunches the station as a general-entertainment independent.
- 1976
Chapter 11 reorganization
[1]The station files for bankruptcy reorganization and moves toward a primarily Spanish-language schedule.
- 1974
KMUV-TV signs on
[1]Channel 31 begins broadcasting in Sacramento after a prolonged licensing and construction process.
Products and positioning
A Sacramento-area independent broadcast station emphasizing personality-led morning television, local news, regional sports, and general entertainment.
Morning television program · 1995
Good Day Sacramento
KMAX's signature locally produced morning program. It originated as The Morning Show after Pappas expanded the station's newsroom in 1995 and subsequently developed into Good Day Sacramento. The format combines local news, weather, traffic, interviews, lifestyle coverage, entertainment, and personality-driven segments.
Local television news · 1983
KMAX local news
KMAX's local news offering includes its morning coverage and an evening newscast scheduled at 8 p.m. The station's news identity has changed repeatedly since the first 10 p.m. experiment in the early 1980s, reflecting ownership changes, network affiliations, and differing investment strategies.
Sports television · 1988
Local sports broadcasts
KMAX has carried regional sports programming and was the broadcast home of Sacramento Kings basketball from 1988 through 2002. Sports remains part of the station's local-service identity, alongside news and general entertainment.
Brand decisions
2006
Transition from UPN to The CWStrategyBackground
The CW was created through the combination of UPN and The WB.
Action taken
KMAX became a charter CW affiliate.
Aftermath
The station retained the affiliation until 2023, when it returned to independent programming.
1998
Conversion to a UPN owned-and-operated stationStrategyBackground
Paramount Stations Group acquired the station and aligned it with UPN, adopting a new call sign.
Action taken
The outlet became KMAX-TV and joined UPN as an owned-and-operated station.
Aftermath
Paramount discontinued the station's evening newscasts while retaining and expanding Good Day Sacramento.
1995
Move into The WB affiliationStrategyBackground
Pappas inherited a commitment to the newly forming WB network while seeking to strengthen the station's schedule and local identity.
Action taken
The station changed its call sign to KPWB-TV, joined The WB, and expanded local programming.
Aftermath
The station launched a morning show that later became Good Day Sacramento and increased its local news output.
1980
Abandonment of subscription television plansStrategyBackground
Tandem Productions and Jerry Perenchio acquired channel 31 with a possible over-the-air subscription television strategy, but the market already faced competition from cable and microwave distribution.
Action taken
The owners decided not to convert the station to STV and instead sold it to Koplar Communications.
Aftermath
Koplar relaunched the outlet as a conventional general-entertainment independent under the KRBK-TV call sign.
Recent events
- 2023
KMAX returns to independent programming[1]
Other
The station ended its long-running CW affiliation and resumed an independent schedule while continuing its local news and morning programming.
- 2006
KMAX becomes a charter CW affiliate[1]
Other
After the creation of The CW from UPN and The WB, KMAX joined the new network at its launch.
- 2005
KMAX and KOVR form a Sacramento duopoly[1]
M&A
KMAX and KOVR came under common ownership and operations, with KMAX later moving into KOVR's West Sacramento studios.
- 1998
Paramount converts the station to UPN-owned KMAX-TV[1]
M&A
Following Paramount Stations Group's acquisition, the station became a UPN owned-and-operated outlet and adopted the KMAX-TV identity.
- 1995
Channel 31 joins The WB as KPWB-TV[1]
Product launch · Other
The station adopted the KPWB-TV call sign, affiliated with The WB, and introduced a local morning show that later became Good Day Sacramento.
- 1994
Pappas Telecasting acquires KRBK-TV[1]
M&A
Pappas completed its acquisition of the station after Koplar's debt burden and programming commitments weakened its financial position.
- 1988
KRBK-TV obtains Sacramento Kings broadcast rights[1]
Other
KRBK became the broadcast home for a substantial package of Sacramento Kings games, a relationship that continued through 2002.
- 1981
Koplar relaunches channel 31 as KRBK-TV[1]
Other
After abandoning a proposed subscription-television strategy, Koplar Communications relaunched the station as a general-entertainment independent.
- 1976
KMUV-TV enters bankruptcy reorganization[1]
Bankruptcy
The financially troubled station filed for Chapter 11 protection amid lawsuits and unpaid obligations, and shifted toward primarily Spanish-language programming.
- 1974
Channel 31 begins broadcasting as KMUV-TV[1]
Other
The new Sacramento UHF station began operations with a movie-heavy independent schedule and limited Spanish-language programming.
Sources1 sources
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