WDBJ

WDBJ is a television station licensed to Roanoke, Virginia, and serving the Roanoke–Lynchburg designated market area. The station operates as a CBS affiliate on channel 7 and is owned by Gray Media. Its facilities are located on Hershberger Road in northwest Roanoke, while its transmission facilities are situated on Poor Mountain in Roanoke County. Through a channel-sharing arrangement, WDBJ also provides transmission capacity for WZBJ, a Danville-licensed MyNetworkTV affiliate, and WZBJ-CD, a Lynchburg-licensed Class A station. WDBJ began broadcasting on October 3, 1955, under the ownership of Times-World Corporation, publisher of The Roanoke Times and Roanoke World-News. The station inherited a CBS affiliation connected to its radio predecessor, WDBJ, which had long carried CBS Radio programming. Before WDBJ-TV launched, CBS programs had been available in parts of the region through WLVA-TV in Lynchburg. WDBJ was the third television station to sign on in Roanoke and quickly became a leading local broadcaster. The station’s original operations were housed in the Mountain Trust Bank Building in downtown Roanoke, with its transmitter initially located on Mill Mountain. In 1956, the radio and television outlets moved to the Times-World Building, and WDBJ’s transmitter moved to Poor Mountain. A larger studio complex at Brandon and Colonial Avenues opened in 1961. WDBJ’s early connection with the local newspaper and its established radio heritage helped it build a strong audience, and it became the market’s leading station within several years of launch. Ownership changed in 1969 after Times-World merged with Landmark Communications. Because of federal restrictions on overlapping broadcast signals and newspaper-broadcast combinations, WDBJ-TV was sold to Schurz Communications, while the radio stations were sold separately. Schurz operated WDBJ for more than four decades. During that period, the station expanded its regional news presence, including a Lynchburg bureau opened in 1979, modernized its production systems, and developed a recognizable local identity. Its 1980s promotional spots featuring Jim Varney’s Ernest P. Worrell character were among its better-known branding efforts. WDBJ planned a new high-definition-capable facility in 2000 on the former Best Products site in northwest Roanoke. The station moved into the completed building in April 2002. It later converted its newsroom to a server-based, tapeless workflow and began producing local newscasts in high definition in 2008. In the digital era, WDBJ used its additional subchannels for local programming, syndicated material, MyNetworkTV, Decades, Heroes & Icons, and other multicast services. Its former MyNetworkTV service ultimately moved to WZBJ. Local news remains the station’s central offering. WDBJ produces daily newscasts from Roanoke and maintains reporting operations covering Lynchburg and Bedford, the New River Valley, Danville, and Lexington. Its programming also includes high-school sports coverage through Friday Football Extra and Virginia Tech-related sports programming. For many years, WDBJ carried The Andy Griffith Show in the weekday 5:30 p.m. period; after WZBJ became available as an outlet for the program, WDBJ added a regular 5:30 p.m. newscast in 2019. Schurz announced in 2015 that it would leave the broadcasting business and sell WDBJ and its other television and radio properties to Gray Television, now Gray Media. The Federal Communications Commission approved the transaction in February 2016, and the sale closed on February 16, 2016. WDBJ continues to operate as a Gray-owned CBS affiliate, combining broadcast television, digital news publishing, weather information, sports coverage, and community-oriented regional reporting.

WDBJ-TV signed on October 3, 1955, as the third television station serving Roanoke. Times-World Corporation, the publisher of the city’s principal newspapers, owned the station alongside WDBJ radio. The radio outlet’s established relationship with CBS helped determine WDBJ-TV’s network affiliation from launch. A contested application process preceded the station’s construction permit: the owners of the former WROV-TV sought the channel 7 allocation, but withdrew their application in early 1955 and sold related television assets to the WDBJ group. Times-World received the permit two months later. The new station initially operated from the Mountain Trust Bank Building, with a temporary transmitter on Mill Mountain. In 1956, WDBJ moved with its radio partners to the Times-World Building and shifted transmission to Poor Mountain, the location originally intended for its main facility. By 1961, the station had moved into a purpose-built studio complex at Brandon and Colonial Avenues. Its newspaper affiliation and CBS programming gave it a strong competitive position, and it became the Roanoke market’s ratings leader within a few years. A major ownership transition occurred in 1969, when Times-World merged with Landmark Communications. Existing FCC rules restricted common ownership of newspapers and broadcast stations in certain circumstances, and WDBJ’s signal also overlapped with Landmark-owned WFMY-TV in Greensboro. WDBJ-TV therefore went to Schurz Communications, while WDBJ radio was transferred to other ownership. The television station retained its call letters and dropped the “-TV” suffix in 1983. Schurz expanded WDBJ’s regional journalism. In 1979, the station established a Central Virginia bureau in Lynchburg, broadening coverage of the eastern portion of the Roanoke–Lynchburg market. In the 1980s, promotional spots featuring Jim Varney’s Ernest character supported the station’s image branding. WDBJ also developed specialty news and weather programming, including outdoor weather facilities and a regional network of automated observation stations. The station invested in infrastructure during the 2000s. It announced plans for a new facility in 2000, built on the former Best Products site in northwest Roanoke, and moved into the building in April 2002. In 2007, its newsroom adopted a tapeless, server-based production system. Local newscasts moved to high-definition production in April 2008, accompanied by high-definition weather graphics. WDBJ’s digital subchannel strategy changed repeatedly. A second channel launched in 2004 as “7 Too,” carrying rebroadcasts, syndicated programs, and occasional special events. It became the market’s MyNetworkTV affiliate in 2006 and supported a separate 10 p.m. newscast. In 2018, MyNetworkTV shifted first to WLHG-CD and then to WZBJ, while WDBJ’s subchannels adopted other multicast services. WDBJ’s long-running weekday carriage of The Andy Griffith Show ended as a 5:30 p.m. scheduling barrier in 2019, when the station introduced a local newscast in that period. News, weather, and sports remain the station’s principal products. WDBJ operates its main newsroom in Roanoke and regional reporting operations in several Virginia communities. Its recurring sports programs include Friday Football Extra and Virginia Tech Sports Today. The station has also experienced significant controversy and tragedy, including an FCC indecency penalty announced in 2015 and the on-air murders of reporter Alison Parker and photojournalist Adam Ward that same year. In September 2015, Schurz announced an agreement to sell WDBJ and its other broadcast properties to Gray Television. The FCC approved the transaction in February 2016, and closing occurred on February 16. Under Gray ownership, WDBJ continues to serve as a CBS affiliate for the Roanoke–Lynchburg market and as a regional multiplatform news organization.

1. 20195:30 p.m. weekday newscast added

   WDBJ begins a weekday 5:30 p.m. newscast after moving its long-running Andy Griffith Show scheduling arrangement.

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2. 2016Gray completes acquisition

   Gray Television completes its acquisition of WDBJ from Schurz Communications on February 16.

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3. 2008Local news moves to high definition

   WDBJ begins high-definition local newscasts and introduces high-definition weather graphics.

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4. 2006MyNetworkTV service launches on WDBJ-DT2

   The station’s second digital channel becomes the Roanoke–Lynchburg market’s MyNetworkTV affiliate and adds a 10 p.m. newscast.

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5. 2002New northwest Roanoke facility opens

   The station begins operating from a new facility designed to support high-definition broadcasting.

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6. 1979Lynchburg bureau opens

   WDBJ establishes a Central Virginia news bureau in Lynchburg.

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7. 1969Schurz Communications ownership begins

   WDBJ-TV is sold to Schurz after the Times-World–Landmark merger creates regulatory ownership conflicts.

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8. 1961Purpose-built Roanoke studio opens

   WDBJ moves into a new studio facility at Brandon and Colonial Avenues.

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9. 1956Move to Times-World facilities and Poor Mountain transmission

   The station relocates its operations to the Times-World Building and moves its transmitter to Poor Mountain.

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10. 1955WDBJ-TV begins broadcasting

    WDBJ-TV signs on October 3 as a CBS affiliate owned by Times-World Corporation.

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A locally focused CBS network affiliate positioned as a trusted hometown news, weather, sports, and public-service broadcaster for southwest and central Virginia.

• WDBJ 7 local newscastsLocal television news1955

  The station’s core programming consists of locally produced morning, daytime, evening, and late-night newscasts focused on Roanoke, Lynchburg, and surrounding Virginia communities. Reporting is supported by bureaus and newsrooms serving areas including Lynchburg and Bedford, the New River Valley, Danville, and Lexington.

• First Alert WeatherBroadcast weather service2012

  WDBJ’s branded weather operation provides forecasts, severe-weather coverage, regional observations, and weather-related digital information. The current branding replaced the station’s earlier Skytracker 7 identity and is supported by local observation resources and weather-focused studio facilities.

• Friday Football ExtraSports television program

  A weekly high-school football program broadcast during the Virginia high-school football season, featuring regional scores, highlights, and game coverage.

• Virginia Tech Sports TodayCollege sports program

  A university-produced sports program carried by WDBJ during Virginia Tech football and basketball seasons, extending the station’s regional sports coverage beyond high-school athletics.

• WDBJ-DT2 multicast serviceDigital multicast television2004

  WDBJ’s second digital stream has carried several services over time, including the station’s former “7 Too” local service, MyNetworkTV, Decades, Heroes & Icons, and later 365BLK. Its network identity has changed as Gray and other station assets were reorganized.

• 2012Your Hometown News Leader: WDBJ 7

  Roanoke–Lynchburg

  WDBJ phased out the News 7 label for its newscasts and emphasized the “Your Hometown News Leader” identity, building on its longstanding hometown-station positioning.

  Outcome. The branding aligned the station’s news output with a broader local-service message.

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• 1980Ernest P. Worrell station-image promotion

  Roanoke–Lynchburg

  WDBJ used promotional spots featuring Jim Varney’s Ernest P. Worrell character as part of its 1980s station-branding and audience-recognition efforts.

  Outcome. The campaign became a notable part of the station’s historical promotional identity.

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• 2019Addition of a weekday 5:30 p.m. newscastStrategy

  WDBJ had long scheduled The Andy Griffith Show in the 5:30 p.m. weekday period, limiting the time available for a conventional local newscast.

  What changed. After the launch of co-owned WZBJ created another outlet for the program, WDBJ introduced a half-hour weekday 5:30 p.m. newscast.

  Aftermath. The change brought WDBJ’s weekday schedule closer to the conventional pattern used by many CBS affiliates.

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• 2015Sale from Schurz Communications to Gray TelevisionM&A

  Schurz decided to exit broadcasting and market its television and radio properties for sale.

  What changed. Schurz agreed to sell WDBJ and related broadcast assets to Gray Television in a transaction reported at $442.5 million.

  Aftermath. The FCC approved the transaction in February 2016, and Gray completed the acquisition on February 16, 2016.

  Reported transaction value. 442.5 million USD (2015 announced sale)

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• 2008Conversion to high-definition local productionGeneration change

  Digital television technology was becoming standard for local news production and presentation.

  What changed. WDBJ converted its local newscasts and weather graphics to high definition.

  Aftermath. The station became the first in its market to present high-definition weather graphics, strengthening its technical positioning.

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• 2006Launch of MyNetworkTV digital subchannelProduct launch

  The emergence of MyNetworkTV created an outlet for stations that were not selected for The CW and offered WDBJ an additional network service for the Roanoke–Lynchburg market.

  What changed. WDBJ placed MyNetworkTV on WDBJ-DT2 and launched a separate weeknight 10 p.m. newscast associated with the service.

  Aftermath. The affiliation later moved to other local digital facilities, ultimately including WZBJ.

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• 2015FCC indecency penaltyControversy

  The FCC announced a $325,000 fine over sexually explicit material included in a WDBJ news report broadcast during the early evening in 2012, outside the applicable safe-harbor period.

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• 2015Murder of Alison Parker and Adam WardControversy

  Reporter Alison Parker and photojournalist Adam Ward were killed during a live television interview near Moneta, Virginia. The event became a major case concerning newsroom safety, field reporting, and the risks of live broadcasting.

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• 2015WDBJ sold to Gray Television

  Schurz announced the sale of its broadcasting assets, including WDBJ, to Gray Television for a reported $442.5 million transaction.

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• 2009WDBJ declines political advertisement

  The station said it would not air a National Republican Congressional Committee advertisement targeting Representative Tom Perriello because it considered the spot factually inaccurate.

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• 1969WDBJ sold to Schurz Communications

  Following the Times-World merger with Landmark Communications, WDBJ-TV was divested to Schurz because of broadcast ownership and signal-overlap restrictions.

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• 1955WDBJ launches as a Roanoke television station

  WDBJ-TV began broadcasting on October 3 as a CBS affiliate owned by Times-World Corporation.

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1. WDBJ
2. WDBJ official website