WBRE-TV

WBRE-TV is a television station licensed to Wilkes-Barre, Pennsylvania, and serving the Scranton–Wilkes-Barre market and the broader Northeastern Pennsylvania region. Broadcasting on virtual channel 28, it is affiliated with NBC and is owned by Nexstar Media Group. The station is co-managed with WYOU, a CBS affiliate on channel 22 that is owned by Mission Broadcasting but operated under a Nexstar services arrangement. WBRE and WYOU share studio facilities on South Franklin Street in downtown Wilkes-Barre, while the operation also maintains a Scranton news bureau and additional regional bureaus. WBRE’s main transmitter is located at the Penobscot Knob antenna site near Mountain Top. WBRE signed on January 1, 1953, becoming the first television station in Northeastern Pennsylvania. Its original owners were the Baltimore family, which also owned WBRE radio properties. Although the call letters are commonly associated with Wilkes-Barre, they originated from Baltimore Radio Exchange, the family’s broadcasting company. In its early years, the station faced significant technical limitations because direct network-feed facilities had not yet reached the mountainous region. Engineers relied on received signals from NBC’s New York flagship and a Philadelphia station, switching between those sources to carry network programming. WBRE later developed a relay site on Pimple Hill near Pocono Raceway, improving reception and serving as a microwave relay point for cable systems for decades. The station experienced a major operational disruption in 1972 when Hurricane Agnes flooded its offices. Much of the equipment was moved to higher floors and survived, although a basement film archive was destroyed. The Baltimore family sold its radio stations in 1980 but retained WBRE-TV until 1984, when the television station was sold to Northeastern Television Investors. Nexstar Broadcasting Group acquired WBRE in 1997. Because Nexstar already owned WYOU, the latter was nominally placed with Mission Broadcasting while Nexstar retained operational influence through a joint sales and related services structure. WBRE’s local news operation has competed for decades with stations serving the adjoining Scranton and Wilkes-Barre communities, particularly WNEP-TV and the station now known as WYOU. WBRE led local ratings for portions of the 1950s and 1960s, later fluctuating between second and third place. Nexstar increasingly integrated the station’s news and production functions with WYOU. Joint morning and midday programs were introduced in 2002, WBRE relaunched its Eyewitness News identity in 2008, and after WYOU closed its separate news department in 2009, WBRE became the principal producer of local news for both stations. WBRE also began producing a prime-time newscast for Fox affiliate WOLF-TV in 2010. The station expanded its lifestyle and regional programming with PA Live! in 2011 and completed a transition to high-definition local news production in 2012. Its programming has also reached viewers beyond its normal market when cable operators substituted WBRE for other NBC affiliates during retransmission disputes. Technically, WBRE ended analog broadcasting in February 2009 and retained its digital allocation on VHF channel 11 while continuing to use virtual channel 28. A digital replacement translator licensed to Waymart helps address reception problems caused by mountainous terrain and interference associated with wind turbines near the Waymart Wind Farm. WBRE remains an active local broadcast brand focused on NBC network programming, regional news, weather, sports, public-affairs coverage, lifestyle programming, and digital distribution.

WBRE-TV began broadcasting on January 1, 1953, as the first television station in Northeastern Pennsylvania. The station was established by the Baltimore family, whose broadcasting interests also included WBRE radio. Its call sign referred to Baltimore Radio Exchange rather than directly spelling out Wilkes-Barre. WBRE operated as an NBC affiliate from its launch, but early network distribution was difficult because telephone-company microwave and wireline facilities did not yet provide a direct feed into the region. To carry NBC programs, station engineers initially switched between received signals from WNBT in New York City, now WNBC, and WPTZ in Philadelphia, now KYW-TV. WBRE later built a relay site on Pimple Hill near Pocono Raceway. The location improved reception of network signals and became a microwave retransmission point for area cable systems. It remained important until fiber-optic distribution displaced much of the region’s microwave infrastructure. A major setback came in 1972, when Hurricane Agnes flooded the station’s facilities. Staff moved much of the equipment above the flood level, allowing the station to preserve most of its technical operation, but a film archive stored in the basement was destroyed. The Baltimore family sold its radio properties in 1980 and sold WBRE-TV to Northeastern Television Investors in 1984. Nexstar Broadcasting Group acquired the station in 1997. Nexstar already controlled WYOU, but regulatory and ownership arrangements resulted in WYOU being nominally owned by Mission Broadcasting while Nexstar continued to operate the stations through contractual arrangements. WBRE’s news history reflects the unusual geography and competitive structure of the Scranton–Wilkes-Barre market. The station led local ratings during much of the 1950s, lost the lead to WNEP-TV in 1959, and competed with the Scranton-focused station then known as WDAU-TV, later WYOU. WBRE regained or challenged the lead at various points in the 1960s and briefly exceeded WNEP’s ratings in the mid-1990s, but it generally ranked behind WNEP after the Nexstar acquisition. Nexstar progressively consolidated WBRE and WYOU’s news resources. In 2002, the stations replaced separate weekday morning and noon programs with jointly produced and simulcast editions of Pennsylvania Morning and Pennsylvania Midday. A format reorganization in 2006 made WBRE’s evening news more conventional while WYOU experimented with a talk-and-debate format. WBRE relaunched its Eyewitness News brand in June 2008 with refreshed graphics, music, a new set, upgraded weather technology, and changes to the anchor lineup. On April 4, 2009, WYOU ended its independent news department, laying off fourteen employees; remaining resources were integrated with WBRE, which became the principal news producer for the shared operation. WBRE also expanded its role beyond its own channel. Beginning January 1, 2010, it produced nightly prime-time news for Fox affiliate WOLF-TV, branded Fox 56 News First at 10. In 2011, it introduced PA Live!, a 4 p.m. lifestyle program focused on the greater Wilkes-Barre and Scranton region. The station maintains or has maintained bureaus in Scranton, Stroudsburg, Williamsport, and Hazleton. On April 2, 2012, WBRE moved its local news and production operation to high definition. The upgrade included a new set, HD cameras, and updated forecasting equipment. At the same time, WBRE began supplying HD midday and evening newscasts for WYOU, along with simulcasts of selected WBRE programs. The station’s technical service area is challenging because the market is large, mountainous, and historically dependent on UHF transmission. WBRE ended analog broadcasting on February 17, 2009, retaining digital operations on VHF channel 11 while using virtual channel 28. Nexstar shut down all company-owned translators in March 2010 after determining that the VHF signal covered most of the market, although viewers in difficult terrain reported reception problems. A digital replacement translator licensed to Waymart remains associated with the station because wind turbines at the Waymart Wind Farm can interfere with full-power television signals. WBRE has also appeared in broader popular culture. Its news operation was referenced within NBC’s The Office, whose fictional setting is Scranton, in episodes that depicted the station interviewing Michael Scott. Today, WBRE remains an active Nexstar-operated NBC affiliate, sharing facilities and news infrastructure with WYOU while maintaining its own channel identity, local coverage, network programming, digital content, and community presence.

• 2012

  Local news moves to high definition

  [1]WBRE-TVen.wikipedia.org

  WBRE upgrades its cameras, set, production systems, and forecasting equipment to HD.

• 2011

  PA Live! launches

  [1]WBRE-TVen.wikipedia.org

  WBRE adds a 4 p.m. lifestyle and regional-interest program.

• 2010

  WBRE begins producing WOLF-TV prime-time news

  [1]WBRE-TVen.wikipedia.org

  The station takes over production of Fox 56 News First at 10 for WOLF-TV.

• 2009

  Analog transmission ends

  [1]WBRE-TVen.wikipedia.org

  WBRE shuts down its analog UHF channel 28 signal and continues digitally on VHF channel 11 using virtual channel 28.

• 2009

  WYOU closes its separate news department

  [1]WBRE-TVen.wikipedia.org

  WBRE absorbs much of the remaining news-production role for the shared Nexstar–Mission operation.

• 2008

  Eyewitness News identity restored

  [1]WBRE-TVen.wikipedia.org

  WBRE relaunches its local news operation with a new set, graphics, music package, weather system, and personnel changes.

• 2002

  Joint morning and midday news launched

  [1]WBRE-TVen.wikipedia.org

  WBRE and WYOU replace separate weekday morning and noon newscasts with jointly produced programs.

• 1997

  Nexstar acquires WBRE-TV

  [1]WBRE-TVen.wikipedia.org

  Nexstar Broadcasting Group purchases the station and begins a long-term shared operating relationship with WYOU.

• 1984

  Baltimore family sells WBRE-TV

  [1]WBRE-TVen.wikipedia.org

  The station is sold to Northeastern Television Investors after more than three decades under its founding owners.

• 1972

  Hurricane Agnes floods the station

  [1]WBRE-TVen.wikipedia.org

  Floodwaters damage the facility and destroy a basement film archive, although most equipment is saved.

• 1953

  WBRE-TV begins broadcasting

  [1]WBRE-TVen.wikipedia.org

  The station signs on January 1 as the first television station in Northeastern Pennsylvania and an NBC affiliate.

A regional NBC affiliate positioned as a local news, weather, and community-information source for Northeastern Pennsylvania, with an operating model closely integrated with sister and partner stations.

• Local television news · 2008

  WBRE Eyewitness News

  WBRE’s principal local-news identity, covering breaking news, government, courts, education, public safety, business, weather, and community issues across Northeastern Pennsylvania. The brand was used earlier in the station’s history, retired, and relaunched in 2008 as part of a broader news-format and production redesign.

• Lifestyle television · 2011

  PA Live!

  A regional lifestyle and community-interest program introduced in 2011. The program focuses on people, events, services, entertainment, food, and other features relevant to viewers in the Wilkes-Barre–Scranton area.

• Network television affiliation · 1953

  NBC programming

  WBRE carries programming from NBC, including the network’s entertainment, news, sports, and special-event schedules. The station’s NBC affiliation has been central to its identity since its 1953 launch.

• Produced local newscast · 2010

  Fox 56 News First at 10

  A prime-time newscast produced by WBRE for WOLF-TV beginning in 2010 after WOLF ended its prior news-supply arrangement. The program extended WBRE’s regional news-production role beyond its own station and WYOU.

• 2016

  Multichannel network affiliation expansionStrategy

  Background

  Nexstar announced a broader affiliation agreement with Katz Broadcasting for several multicast television networks.

  Action taken

  The agreement brought Escape, Laff, Grit, and Bounce TV affiliations to selected Nexstar-operated stations, including WBRE and WYOU.

  Aftermath

  The arrangement expanded the stations’ digital multicast programming portfolios.

  Source

• 2012

  Conversion to high-definition local newsGeneration change

  Background

  Nexstar was upgrading production capabilities across selected jointly operated stations.

  Action taken

  WBRE introduced HD local newscasts, a new set, HD cameras, and updated weather-forecasting equipment, while also supplying HD programming to WYOU.

  Aftermath

  The upgrade enabled higher-definition local programming and expanded the shared WBRE–WYOU news presentation.

  Source

• 2010

  WBRE takes over WOLF-TV news productionStrategy

  Background

  WOLF-TV ended its arrangement with WNEP for supplied news programming.

  Action taken

  WBRE began producing WOLF-TV’s nightly prime-time newscast, branded Fox 56 News First at 10.

  Aftermath

  The agreement broadened WBRE’s role as a regional news-production center.

  Source

• 2009

  WYOU ends its separate news operationStrategy

  Background

  WBRE and WYOU had been operating increasingly coordinated news services, while both stations faced strong competition from WNEP-TV.

  Action taken

  WYOU closed its independent news department and integrated remaining news resources with WBRE, replacing several WYOU newscasts with syndicated programming.

  Aftermath

  WBRE became the principal local-news producer for the shared operation. Fourteen WYOU employees were laid off, and the change was reported as producing annual savings of nearly one million dollars.

  Source

1. 1WBRE-TVen.wikipedia.org