WHAM-DT2
CW-affiliated digital subchannel serving Rochester, New York, through WHAM-TV channel 13.2.
Last updated August 31, 2026
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Overview
WHAM-DT2 is the second digital subchannel of WHAM-TV, a full-power television station serving Rochester, New York. Branded as CW Rochester, it carries programming from The CW network and has also served as a platform for locally produced news, weather, sports, and community-oriented content. Its broadcast identity is closely tied to WHAM-TV, the market's ABC affiliate, and its programming is distributed both over the air and through local cable systems. The service began in 2000 as a cable-only WB affiliate created for the Rochester market. At the time, Rochester's available broadcast licenses were already allocated, so Time Warner Cable local programming manager Lynette Baker worked with The WB to establish a cable-exclusive affiliate. The service initially used the fictional call sign WRWB-TV and operated through Rochester Television Ventures, LLC, a joint venture of Time Warner Cable and The WB. It was distributed on Time Warner Cable, first on channel 26 and later on channel 16. Tish Robinson served as its initial general manager, while Steve Arvan handled general sales. Jay Advertising was selected as the service's marketing and advertising agency. The early operation combined network entertainment with local ambitions. It explored producing its own news programming, but revenue pressures delayed the plan. The channel instead carried syndicated and network material, including The Daily Buzz, with local weather information supplied by Time Warner Cable's R News operation. It also added Rochester Knighthawks National Lacrosse League games in 2003 and briefly developed marketing and communications services intended to strengthen its commercial position. In 2006, The WB and UPN announced that they would be replaced by The CW, a joint network associated with Warner Bros. and CBS. WRWB received a CW affiliation and WHAM-TV purchased the service from Time Warner Cable later that year. The operation was renamed CW WHAM, moved into WHAM-TV's Henrietta facilities, and began simultaneous over-the-air transmission on WHAM-TV's new digital channel 13.2. This change gave viewers without cable access to CW programming while preserving the service's existing cable distribution. WHAM-DT2 also became an important outlet for WHAM-TV-produced programming. In January 2007, it received an expanded weekday morning block, and in January 2011 it launched a half-hour 10 p.m. newscast, 13 WHAM News on Rochester's CW. The channel's programming was included when WHAM-TV converted its news operation to high definition in 2010. In 2014, following the movement of WHAM-produced news to Fox affiliate WUHF under a shared-services arrangement, the 10 p.m. newscast left the CW subchannel and the morning programming was reorganized across WHAM-TV and WUHF. WHAM-DT2 remains a local CW outlet identified with WHAM-TV. Its principal offering is network television programming, supplemented when scheduled by locally produced news and information. The subchannel's ownership and operational context has changed alongside WHAM-TV: the television assets moved from Clear Channel's former station group to Newport Television and then to Sinclair-managed operations, while WHAM-TV's license was held by Deerfield Media for much of that period. In 2026, Sinclair completed its acquisition of WHAM-TV, creating direct ownership alongside WUHF. WHAM-DT2's brand, schedule, and distribution remain subject to WHAM-TV and The CW arrangements.
History
WHAM-DT2 originated as a cable-only WB affiliate in Rochester in 2000. Because the market's full-power broadcast licenses were already allocated, Time Warner Cable created the service with assistance from The WB. Lynette Baker, the cable company's local programming manager, developed the concept as an entertainment replacement for an independent cable channel that was being converted into the R News regional news service. The new operation used the fictional call sign WRWB-TV and was operated by Rochester Television Ventures, LLC, a joint venture of Time Warner Cable and The WB. WRWB was initially associated with Time Warner Cable channel 26 and then moved to channel 16 shortly after its launch. Tish Robinson was appointed general manager, Steve Arvan became general sales manager, and Baker remained director of operations. Jay Advertising was retained to support marketing and advertising. The service was expected to develop local programming, including a news operation, but advertising revenue was weaker than anticipated. Plans for original newscasts were therefore postponed and eventually abandoned. The channel carried The WB's entertainment schedule, syndicated programming, and The Daily Buzz, with local weather updates supplied by Time Warner Cable's R News. It also carried Rochester Knighthawks National Lacrosse League games beginning in 2003. In 2006, Warner Bros. and CBS announced the creation of The CW through the combination of The WB and UPN. WRWB was selected for a CW affiliation. WHAM-TV subsequently purchased the operation from Time Warner Cable, renamed it CW WHAM, and transferred its staff and operations to WHAM-TV's facilities in Henrietta. The service became available to over-the-air viewers through a new digital subchannel, WHAM-DT2, while continuing to be carried on cable. The dual distribution model allowed the CW brand to reach Rochester viewers through both broadcast television and the area's cable system. WHAM-DT2 gradually took on a larger local programming role. In 2007, the channel carried an expanded weekday morning block. In 2010, WHAM-TV became the first Rochester station to broadcast its newscasts in high definition, and the CW subchannel's programming was included in the technical upgrade. On January 1, 2011, WHAM-DT2 premiered a half-hour 10 p.m. newscast called 13 WHAM News on Rochester's CW. The program competed with a WROC-TV-produced newscast shown on WUHF. The subchannel's news role changed in 2014. WHAM-TV and WUHF consolidated their operational relationship after WUHF ended its prior shared-services arrangement with WROC-TV. WHAM-produced news programming was moved to WUHF, including the 10 p.m. newscast formerly carried by WHAM-DT2 and the Good Day Rochester morning program. The CW subchannel consequently returned to a more conventional network-affiliate role, although its programming remained connected to WHAM-TV's broader news and weather resources. WHAM-DT2 operates within the ownership and management structure of WHAM-TV. WHAM-TV's television assets passed from Clear Channel's former station group to Newport Television and later to Sinclair-managed operations, with the station license held by Deerfield Media for a period because of federal ownership limits involving Rochester's other full-power stations. Sinclair announced an acquisition of WHAM-TV in 2025 and completed the transaction in 2026, bringing the station under direct Sinclair ownership alongside WUHF. The subchannel's core identity continues to be CW Rochester, a Rochester-market outlet for The CW distributed through WHAM-TV's digital broadcast signal and local cable systems.
- 2026
WHAM-TV enters direct Sinclair ownership
[1]Sinclair completed its acquisition of WHAM-TV, creating direct common ownership with WUHF.
- 2014
News programming shifts to WUHF
[1]The WHAM-produced CW newscast and related morning programming moved to WUHF after operational consolidation.
- 2011
10 p.m. local newscast launches
[1]WHAM-DT2 began airing 13 WHAM News on Rochester's CW.
- 2010
Programming moves to high definition
[1]WHAM-TV's news operation, including programming shown on the CW subchannel, converted to HD.
- 2006
The WB affiliation transitions to The CW
[1]WRWB became Rochester's CW outlet after The WB and UPN were replaced by The CW.
- 2006
WHAM-TV acquires the service
[1]WHAM-TV purchased WRWB-TV, renamed it CW WHAM, and launched it on WHAM-DT2.
- 2003
Local sports programming begins
[1]The service began carrying Rochester Knighthawks National Lacrosse League games.
- 2000
Cable-only WB service is established
[1]Rochester Television Ventures, LLC launched a cable-exclusive WB affiliate using the fictional WRWB-TV identity.
Products and positioning
A locally branded CW network outlet combining national entertainment programming with access to Rochester-area news and information through WHAM-TV.
Network television affiliate · 2006
CW Rochester
The current consumer-facing identity of WHAM-DT2. CW Rochester carries The CW's entertainment schedule for viewers in the Rochester market and is distributed through WHAM-TV's digital channel 13.2, with additional local cable carriage. The brand replaced the earlier CW WHAM identity after the cable-only WB service was integrated into WHAM-TV.
Cable television affiliate · 2000
WRWB-TV
The fictional call-sign identity used by Rochester's cable-only WB affiliate from its establishment in 2000 until its acquisition and rebranding by WHAM-TV. It provided The WB programming in a market where a conventional full-power affiliate was not available and initially operated through Rochester Television Ventures, LLC.
Local television news · 2011
13 WHAM News on Rochester's CW
A half-hour 10 p.m. newscast launched on WHAM-DT2 in 2011. It extended WHAM-TV's local news operation to the CW audience and competed with an evening newscast carried by WUHF. The program was moved to WUHF in 2014 after WHAM-TV and WUHF consolidated operations.
Brand decisions
2014
Consolidation of locally produced programming on WUHFStrategyBackground
WUHF ended its prior shared-services arrangement with WROC-TV and moved into WHAM-TV's facilities.
Action taken
WHAM-produced news programs formerly shown on WHAM-DT2, including the 10 p.m. broadcast, were transferred to WUHF.
Aftermath
WHAM-DT2's role became more focused on The CW network schedule rather than original local newscasts.
2011
Launch of the 10 p.m. CW newscastProduct launchBackground
WHAM-TV sought to extend its local news output to the CW subchannel and compete in Rochester's late-evening news market.
Action taken
WHAM-DT2 launched 13 WHAM News on Rochester's CW at 10 p.m.
Aftermath
The program remained on the subchannel until 2014, when it moved to WUHF as part of a broader operational consolidation.
2006
WHAM-TV acquires the Rochester CW operationM&ABackground
The cable-only WB affiliate had been selected for The CW but needed a durable local operating structure as the new network launched.
Action taken
WHAM-TV purchased WRWB-TV from Time Warner Cable, renamed the service CW WHAM, and added it to WHAM-TV's digital signal as channel 13.2.
Aftermath
The Rochester CW service gained both over-the-air distribution and operational support from the market's ABC affiliate.
Recent events
- 2014
WHAM-TV news programming moves from the CW subchannel to WUHF[1]
Product generation
Following the consolidation of WHAM-TV and WUHF operations, the 10 p.m. newscast and related morning programming were shifted to WUHF.
- 2011
WHAM-DT2 launches a 10 p.m. newscast[1]
Product launch
The subchannel began airing a half-hour 13 WHAM News broadcast at 10 p.m. for Rochester's CW audience.
- 2007
CW subchannel adds local morning programming[1]
Product launch
WHAM-DT2 expanded its weekday morning schedule with a two-hour local programming block.
- 2006
WRWB selected for The CW affiliation[1]
Other
After The WB and UPN announced their combination into The CW, Rochester's cable WB outlet was selected as the market's CW service.
- 2006
WHAM-TV purchases WRWB-TV and launches CW WHAM[1]
M&A · Product launch
WHAM-TV acquired the cable service, renamed it CW WHAM, and added an over-the-air simulcast on digital channel 13.2.
- 2000
WRWB-TV becomes Rochester's WB cable affiliate[1]
Other
Time Warner Cable and The WB established a cable-exclusive Rochester affiliate operated through Rochester Television Ventures, LLC.
Sources2 sources
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