KYTV
KYTV, branded on air as KY3, is an NBC-affiliated television station serving Springfield and the Ozarks in Missouri.
Last updated August 31, 2026
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Overview
KYTV is a broadcast television station based in Springfield, Missouri, and the NBC affiliate for the Springfield television market. The station broadcasts on virtual channel 3 and is widely identified by its long-running KY3 brand. Its service area encompasses Springfield and communities across the Ozarks, with the station combining network programming, locally produced news, weather, sports, public-service content and digital distribution. The station began broadcasting on October 1, 1953, as the second television station in the Springfield market. It was established by Lester E. Cox and the Duvalls and operated from a West Sunshine Street facility designed specifically for television production. KYTV has remained affiliated with NBC since its launch, although it also carried a secondary ABC affiliation during the market's early years. Its early programming helped establish the station as a regional production center. On December 26, 1953, it televised Ozark Jubilee, a live country-music program originating from Cox-owned radio station KWTO. The program later reached a national ABC audience, and KYTV personnel and facilities were involved in other network productions, including Talent Varieties and The Eddy Arnold Show. KYTV developed a reputation for technical experimentation and remote production. It acquired remote broadcasting equipment in 1954, covering events such as the Ozark Empire Fair, parades, sporting events and local entertainment. In 1959, it purchased one of the first mobile videotape units in the United States and used it to record the dedication of Table Rock Dam and produce an on-location version of Harold Bell Wright's The Shepherd of the Hills in Branson. From March through September 1961, the station originated NBC's Five Star Jubilee from Springfield's Landers Theatre, an important early example of a network color program produced outside New York or Hollywood, even though KYTV's local transmission was not yet in color. The station adopted the KY3 on-air identity in 1970. Ownership changed several times: Harte-Hanks Communications acquired KYTV in 1978, and Schurz Communications purchased it in 1987. Schurz later moved station operations into a newer facility adjacent to the original Sunshine Street studios. KYTV also built major transmission infrastructure, including a nearly 2,000-foot tower in Marshfield in 1973 and a digital-transmission tower near Fordland in 2000. These structures became among Missouri's tallest. KYTV completed its transition from analog to digital broadcasting in June 2009, retaining virtual channel 3 while transmitting digitally on UHF channel 44. Its news operation has historically been a market leader and includes local morning, midday, evening and late-night programming, weather coverage supported by the Storm Tracker 3 radar system, and the O-Zone Sports program. The station introduced high-definition local news in 2010 and completed the transition of field video to high definition in 2011. KYTV's relationship with ABC affiliate KSPR became increasingly integrated. KSPR moved into an addition at KYTV's Sunshine Street facility in 2009, while the stations initially maintained separate news departments. In 2017, KSPR's news operation was folded into KYTV's, producing combined newscasts for much of the schedule while retaining selected KSPR-branded local programs. KYTV also produces or has produced programming for sister station KYCW-LD, including a primetime newscast and weather-related digital services. Schurz announced in 2015 that it would leave the broadcasting business and sell KYTV and related assets to Gray Television. The transaction, valued at $442.5 million for the broader station portfolio, received regulatory approval in February 2016 and closed that month. KYTV remains an active Gray-owned NBC affiliate, with studios shared with other Gray-operated Springfield-area stations and a transmitter north of Fordland.
History
KYTV signed on October 1, 1953, in Springfield, Missouri, becoming the market's second television station. Its founders were Lester E. Cox and the Duvalls. The original West Sunshine Street studio was purpose-built for television and became an important production base in the region. KYTV joined NBC at launch and also carried selected ABC programming during the early years. The station's early history was closely connected with Ozarks entertainment. In December 1953, KYTV televised Ozark Jubilee, a live country-music program that originated on Cox's KWTO radio station. ABC later carried the program nationally. KYTV's staff and facilities also supported other network programs, including Talent Varieties and The Eddy Arnold Show. The station invested early in outside broadcasting, covering fairs, parades, sports and community events. It acquired a mobile videotape unit in 1959 and produced notable location programs involving Table Rock Dam and Branson. From March to September 1961, KYTV originated NBC's Five Star Jubilee from the Landers Theatre. The production was an early network color television program produced outside the traditional New York and Hollywood centers. KYTV adopted the KY3 identity in 1970, reinforcing a brand that remains central to its current presentation. Ownership changed in 1978, when Harte-Hanks Communications acquired the station. Schurz Communications bought KYTV in 1987 and later expanded its Springfield facilities. In 1973, KYTV constructed a very tall transmission tower in Marshfield. A second major tower was built near Fordland in 2000 for digital transmission. Both structures became notable landmarks and among Missouri's tallest structures. The station ended regular analog broadcasting on June 12, 2009, as part of the United States digital television transition. It retained virtual channel 3 while using UHF channel 44 for digital transmission. KYTV began broadcasting local news in high definition in January 2010, followed by high-definition field video in June 2011. KYTV's operating relationship with KSPR developed over several stages. KSPR moved into a new addition at KYTV's Sunshine Street facility in 2009, although the stations initially retained separate news departments. In 2017, KSPR's news operation was consolidated into KYTV's, with most newscasts combined and selected KSPR programs maintained separately. KYTV also supplied programming for KYCW-LD, including a primetime newscast, and operated weather-focused digital services whose distribution changed among station subchannels. In 2015, Schurz agreed to sell its broadcasting properties to Gray Television. The broader transaction was valued at $442.5 million and was approved by the Federal Communications Commission in February 2016. Gray completed the purchase on February 16, 2016. KYTV continues as an active Gray-owned NBC affiliate, operating from shared Springfield facilities and transmitting from a site north of Fordland. Its current identity is built around local news, weather, sports, digital journalism and NBC programming.
- 2017
KSPR news operation consolidated
[1]KSPR's newsroom is integrated into KYTV's operation.
- 2016
Gray completes acquisition
[1]Gray Television completes its purchase of KYTV and associated assets.
- 2010
Local news moves to high definition
[1]KYTV begins airing its local newscasts in HD.
- 2009
Analog broadcasting ends
[1]KYTV completes the federally mandated transition to digital television.
- 2000
Fordland digital tower erected
[1]A major tower is built near Fordland for the station's digital transmitter.
- 1987
Schurz Communications acquires KYTV
[1]Schurz becomes the station's owner.
- 1978
Harte-Hanks acquires KYTV
[1]Ownership passes to Harte-Hanks Communications.
- 1973
Marshfield transmission tower built
[1]KYTV constructs a tower approaching 2,000 feet in height.
- 1970
KY3 brand introduced
[1]The station adopts KY3 as its on-air identity.
- 1961
Five Star Jubilee originates from Springfield
[1]KYTV produces the NBC program from the Landers Theatre, an early network color production outside New York and Hollywood.
Products and positioning
A long-established, locally focused NBC television station and news brand serving Springfield and the wider Ozarks, emphasizing regional reporting, weather authority, sports and community presence.
Local television news · 1953
KY3 News
KYTV's core local-news franchise, covering Springfield and the Ozarks through morning, midday, evening and late-night broadcasts. The operation includes general assignment reporting, weather, public-affairs coverage and digital news distribution. The station has historically ranked among the leading local-news operations in its market.
Morning television news
Ozarks Today
KYTV's extended morning news program, combining regional headlines, weather, traffic, interviews and community features. Its schedule was expanded over time, including additional morning hours after the station's news integration with KSPR.
Weather service
Storm Tracker 3
KYTV's branded weather-tracking and severe-weather operation, supported by a station-operated Doppler radar system near the Fordland transmitter. It is a central part of the station's local-news positioning in a region where severe weather coverage is an important audience need.
Sports television program
O-Zone Sports
A locally produced sports-highlight program focused on teams, athletes and sporting events in the Ozarks. The program has aired as part of KYTV's weekend late-evening schedule.
Music and variety television · 1953
Ozark Jubilee
An early country-music and variety program originating from the Ozarks and initially televised by KYTV. Its later national ABC distribution made it one of the station's most significant early production associations.
Brand decisions
2017
Consolidation of KSPR news operationsStrategyBackground
KSPR had shared KYTV facilities since 2009 while maintaining a separate news department.
Action taken
KSPR's news operation was folded into KYTV's, with combined newscasts used for most time periods and selected KSPR-branded broadcasts retained.
Aftermath
The arrangement created a more integrated local-news operation across the Springfield-area stations.
2010
Launch of high-definition local newsProduct launchBackground
KYTV was modernizing its production and presentation systems as local television moved toward widescreen and HD delivery.
Action taken
The station began broadcasting local newscasts in high definition and introduced updated branding and graphics.
Aftermath
Field video was subsequently upgraded to HD in 2011, completing the station's principal local-news production transition.
2009
Complete the digital television transitionStrategyBackground
United States full-power television stations were required to transition from analog broadcasting to digital transmission.
Action taken
KYTV ended regular analog broadcasting on channel 3, retained virtual channel 3 and continued digitally on UHF channel 44. It temporarily maintained an analog signal under the SAFER Act to provide transition information.
Aftermath
The station continued as a digital television service using the KY3 identity.
Sources2 sources
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