WBRZ-TV
WBRZ-TV is an ABC-affiliated broadcast television station serving Baton Rouge, Louisiana, and surrounding parts of south-central Louisiana.
Last updated August 31, 2026
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Overview
WBRZ-TV is a local broadcast television station licensed to Baton Rouge, Louisiana, where it operates on virtual channel 2 and carries ABC network programming. The station is owned by the Manship family, a Louisiana media-owning family historically associated with The Advocate newspaper. Its locally based ownership distinguishes it from the many American television stations controlled by large national broadcast groups. WBRZ began broadcasting on April 14, 1955, as Baton Rouge's second television station. It initially operated as a primary NBC affiliate while also sharing ABC programming with WAFB. The station began transmitting in color only seven months after signing on, making it the first Baton Rouge station to do so. Its call sign was developed around the initials of Baton Rouge and the distinctive letter Z; the Z was later associated with the station's channel 2 identity. The station's network affiliation changed as the Baton Rouge television market developed. After the launch of WRBT-TV, now WVLA, WBRZ dropped ABC in 1971 and became the market's sole NBC affiliate. It returned to ABC on September 5, 1977, swapping affiliations with WRBT. WBRZ has remained an ABC affiliate since that change. The station has also carried or hosted various syndicated, network, weather, and digital-subchannel programming over the years. News has been central to WBRZ's identity. For much of its early history, the station promoted itself as Baton Rouge's news leader, supported by its channel 2 position and its relationship with the Manship family's newspaper interests. WBRZ later faced stronger competition from WAFB, particularly after the departure of veteran anchors and changes to its news presentation in the 1990s. The station expanded its schedule with morning, noon, afternoon, evening, and late-night newscasts, and it has used brands and slogans including 'On Your Side,' 'Balanced. Fair. Accurate,' and the current News 2 identity. WBRZ has repeatedly invested in production technology. It became the first Baton Rouge station to broadcast in high definition in 2002 and upgraded its local newscasts to high definition in 2007. Its digital operation has included WBRZ Plus, weather and radar services, and extended news programming. In 2018, WBRZ Plus began carrying additional full-hour editions of the station's evening newscasts, and it later incorporated selected VSiN programming. The station also operates alongside KBTR-CD, a low-power independent station acquired by the Manships in 2007. WBRZ and KBTR share facilities on Highland Road south of downtown Baton Rouge, while WBRZ's transmitter is located in the Sunshine area of St. Gabriel. WBRZ maintains a local-news and community-service profile through severe-weather coverage, investigative reporting, charity partnerships, and special-interest segments. Its investigative work concerning allegations of a Louisiana State Police cover-up related to the 2019 death of Ronald Greene received a 2023 Alfred I. duPont–Columbia University Award. WBRZ remains an active ABC affiliate and locally oriented news provider.
History
WBRZ-TV signed on April 14, 1955, becoming the second television station in Baton Rouge. It launched two years after WAFB and initially benefited from operating on the VHF band while WAFB was still using a UHF channel. WBRZ was founded by Douglas L. Manship Sr., whose family was also associated with Baton Rouge newspaper publishing. The station's call sign was designed to include a recognizable reference to Baton Rouge while ending with the distinctive letter Z. WBRZ began color broadcasting seven months after its launch, claiming an early technical distinction in the local market. At launch, WBRZ served as a primary NBC affiliate and carried some ABC programming jointly with WAFB. The network structure changed in 1971 after WRBT-TV, now known as WVLA, entered the market. WBRZ then became the sole NBC outlet in Baton Rouge and dropped ABC. As ABC's national ratings position improved and the network sought stronger affiliates, WBRZ and WRBT exchanged affiliations. WBRZ became an ABC affiliate again on September 5, 1977, and has retained that affiliation. The Manship family's broadcast holdings historically included radio stations WJBO and WYNK-FM, which remained associated with WBRZ until their sale in 1989. During part of the late 1960s and 1970s, WYNK was treated as an affiliate of WBRZ. In 1991, Richard Manship assumed the station presidency, continuing family involvement in its management. WBRZ expanded its technical and programming operations during the 1980s and 1990s. It began 24-hour broadcasting in 1987, except on Sundays, and became the first Louisiana station to caption its newscasts in 1988. The station launched WBRZ.com in 1996. For a period beginning in 2003, WBRZ and The Advocate shared the 2theadvocate.com website, but the properties later returned to separate websites as the Manship family prepared The Advocate for sale. Local news has remained the station's principal competitive focus. WBRZ held the Baton Rouge news-leadership position for much of its early history, aided by its channel 2 identity and newspaper connections. During the mid-to-late 1990s, the departure of veteran anchors, including Ed Buggs, and changes in the news format contributed to a decline in ratings, allowing WAFB to take the lead. WBRZ later broadened its schedule by adding a 4 p.m. newscast in 2004. It has used several news slogans, including 'On Your Side,' 'Balanced. Fair. Accurate,' and the current News 2 presentation with 'News You Can Turn To.' The station began high-definition transmission in 2002 and converted its local newscasts to high definition in 2007. In 2007, the Manships also acquired the low-power independent station KBTR, creating a sister-station relationship and shared operational infrastructure. WBRZ has used digital subchannels for news, weather, radar, and additional programming. A former weather channel was removed from the main WBRZ multiplex in 2017, while related services continued through KBTR and online distribution. In January 2018, the second subchannel was relaunched as WBRZ Plus, carrying extended evening newscasts; selected VSiN programming was added in 2021. The former This TV relationship on the sister station ended when that network ceased operations in 2024. WBRZ has also made editorial and programming decisions reflecting local audience concerns. It joined other ABC affiliates in declining to air the 1993 pilot of NYPD Blue amid local objections, later adopting a week-by-week approach before eventually carrying the program. In 2004, it did not air ABC's uncut Veterans Day broadcast of Saving Private Ryan. During Hurricane Katrina, WBRZ worked with New Orleans ABC affiliate WGNO to provide coverage of the storm and its aftermath. The station shut down its analog channel 2 signal on June 12, 2009, as part of the United States digital television transition. Its digital transmission remained on channel 13 while retaining virtual channel 2. WBRZ continues to operate from studios on Highland Road south of downtown Baton Rouge, with its transmitter in the Sunshine area of St. Gabriel. Its public-service profile includes weather and emergency reporting, community features, and participation in The Cinderella Project of Baton Rouge, which provides prom dresses to students who could not otherwise afford them. Its investigative reporting on the Ronald Greene case earned a 2023 Alfred I. duPont–Columbia University Award, the station's third recognition from the program.
- 2023
Investigative reporting receives duPont-Columbia recognition
[1]WBRZ receives an Alfred I. duPont–Columbia University Award for reporting related to the Ronald Greene case.
- 2018
WBRZ Plus launches
[1]The station relaunches its second digital subchannel as WBRZ Plus, extending its evening news programming.
- 2009
Analog transmission ends
[1]WBRZ ends analog broadcasting during the United States digital television transition and continues digitally on channel 13 with virtual channel 2.
- 2007
KBTR is acquired and local news moves to HD
[1]The Manship family acquires low-power station KBTR, while WBRZ upgrades its morning and evening newscasts to high definition.
- 2002
High-definition transmission begins
[1]WBRZ becomes the first Baton Rouge television station to broadcast in high definition.
- 1996
WBRZ.com launches
[1]The station establishes its own online news and information website.
- 1991
Richard Manship assumes the presidency
[1]Richard Manship takes over as station president, extending the family's management role.
- 1988
Closed-captioned newscasts introduced
[1]WBRZ becomes the first Louisiana station to close-caption its local newscasts.
- 1987
Extended broadcasting schedule introduced
[1]WBRZ begins 24-hour operation except on Sundays.
- 1977
WBRZ resumes ABC affiliation
[1]WBRZ swaps affiliations with WRBT and returns to ABC on September 5.
Products and positioning
Locally owned ABC affiliate emphasizing Baton Rouge news, weather, investigative journalism, and community service.
Local television news
News 2
WBRZ's primary local-news brand, covering Baton Rouge and surrounding communities through morning, noon, afternoon, evening, and late-night broadcasts. The schedule includes 2une In in the morning and regularly scheduled newscasts at noon, 4 p.m., 5 p.m., 6 p.m., and 10 p.m. The brand also encompasses severe-weather reporting, investigative journalism, community stories, and special-interest segments.
Morning news
2une In
WBRZ's weekday morning news program, combining local news, weather, traffic, and regional updates. It forms a major part of the station's weekday local-news schedule and is distributed through the station's television and digital operations.
Digital subchannel · 2018
WBRZ Plus
The station's second digital subchannel, relaunched under the WBRZ Plus name in January 2018. It carries extended versions of the 6 p.m. and 10 p.m. newscasts, with the first half-hour also appearing on the main channel, and has included selected VSiN programming since 2021.
Special-interest program
Sunday Journal
A Sunday-focused special-interest and public-affairs feature associated with WBRZ's weekend news operation. It provides space for longer-form local reporting and community-oriented coverage beyond the station's standard headline segments.
Weather information service
WBRZ weather and radar services
WBRZ's weather operation provides forecasts, radar presentation, traffic-camera information, and severe-weather updates. A dedicated weather-oriented digital and cable service operated in earlier years; related weather content continues through the station's broadcasts, website, online services, and sister-station distribution.
Marketing campaigns
- 2010The Cinderella Project of Baton Rouge
Baton Rouge, Louisiana
WBRZ served as a funding partner for a charity that provides free prom dresses to public high school students who cannot afford them. The initiative had reached its third annual dress giveaway by 2010.
Outcome. The program continued as a community-support initiative associated with WBRZ.
Brand decisions
2018
Launch of WBRZ PlusProduct launchBackground
The station wanted to expand its evening local-news inventory beyond the half-hour blocks on the main channel.
Action taken
WBRZ rebranded its second subchannel as WBRZ Plus and placed full-hour versions of its 6 p.m. and 10 p.m. newscasts there.
Aftermath
Viewers received additional local-news programming while the first half-hour of each broadcast continued on the primary channel.
2017
Weather subchannel removed from WBRZ's main multiplexGeneration changeBackground
WBRZ operated a weather-oriented digital service alongside its news subchannel, but sought to upgrade the news service to 720p.
Action taken
The dedicated weather channel was removed from WBRZ's broadcast multiplex while related weather programming continued online and through KBTR-CD.
Aftermath
Weather content remained part of the station's broader digital and online offering.
2007
Acquisition of KBTRM&ABackground
The Manship family sought to expand its Baton Rouge television presence through a low-power independent station.
Action taken
The family acquired KBTR, then identified with the WBTR branding, from Veritas Broadcasting Company.
Aftermath
KBTR became a sister station, and its facilities and digital subchannels were later used for related WBRZ news and weather services.
2004
Saving Private Ryan broadcast declinedOtherBackground
ABC scheduled an uncut broadcast of Saving Private Ryan for Veterans Day, prompting some affiliates to assess whether to carry it.
Action taken
WBRZ chose not to air the uncut film, joining numerous other ABC affiliates.
Aftermath
The decision reflected local affiliate discretion over network entertainment programming.
1993
Temporary refusal to air NYPD Blue pilotOtherBackground
WBRZ joined roughly 50 ABC affiliates that did not initially broadcast the pilot episode of NYPD Blue because of local protests over the program's content.
Action taken
The station evaluated later episodes individually, then ultimately began airing the series, including a repeat of the pilot.
Aftermath
The decision remained a programming controversy rather than a permanent break with ABC programming.
Recent events
WBRZ partners with MESH and other media companies on business campaign[3]
Reported:
WBRZ announced that its advertising platforms had partnered with MESH and 32 other partners on a campaign to help businesses announce reopenings in phase 1. The campaign was to provide $250,000 in advertising value.
Sources3 sources
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