WISN-TV

WISN-TV, branded on air as WISN 12, is a commercial television station serving Milwaukee, Wisconsin, and surrounding communities. The station broadcasts on channel 12 and is affiliated with the ABC television network. It is owned by Hearst Television, the broadcasting subsidiary of Hearst Communications. Its studios are located at the western edge of the Marquette University campus in Milwaukee, while its main transmitter operates from the Lincoln Park area in northeastern Milwaukee. The station began broadcasting on October 27, 1954, under the call sign WTVW. Its original slogan referred to the station as Wisconsin's Television Window. Hearst acquired the station in early 1955 and changed the call letters to WISN-TV, linking it with Hearst's WISN radio properties and the Wisconsin News newspaper heritage associated with those call letters. WISN-TV initially carried ABC programming while also maintaining a secondary affiliation with the DuMont Television Network. After DuMont ended operations in 1956, the station became exclusively affiliated with ABC. WISN-TV briefly served as the flagship of the Badger Television Network in 1958. The regional network linked stations in Milwaukee, Madison, and Green Bay and originated several programs from WISN-TV's facilities, but it ceased operations later that year. In 1961, WISN-TV exchanged affiliations with WITI-TV and became a CBS station. During its CBS period, the station carried Green Bay Packers games for the Milwaukee market, including the team's first two Super Bowl appearances. The station returned to ABC on March 27, 1977, after CBS moved its Milwaukee affiliation back to WITI. The change coincided with ABC's growing national strength and the popularity of Milwaukee-set programs such as Happy Days and Laverne & Shirley. WISN-TV promoted the return with a campaign built around the phrase “Happy Days are Here Again,” featuring Henry Winkler in his Fonzie persona. The station also became an early user of Frank Gari's market-customized “Hello News” music package, including the locally adapted “Hello Milwaukee” theme. WISN-TV has developed a substantial local-news operation and is known for its coverage of politics, weather, public affairs, community events, and sports. Its programming has included the Sunday public-affairs program UpFront with Mike Gousha and political forums produced with Marquette University and Milwaukee Public Television. The station operates the Doppler 12 Radar Network, using radar resources in Sullivan and Menomonee Falls, and has historically been the only Milwaukee station with a helicopter dedicated to newsgathering. Technologically, WISN-TV was the first commercial Milwaukee station to produce an HD broadcast, televising the Summerfest Big Bang fireworks show in June 2006 with assistance from Milwaukee Public Television. It began broadcasting newscasts in widescreen standard definition in 2010 and moved its local newscasts to high definition in June 2011. The station added secondary digital services during the 2020s, including Shop LC, theGrio, and Story Television at different times. Its primary service remains ABC programming, local news, syndicated programming, weather, public affairs, and selected sports. WISN-TV continues to operate as an active Hearst-owned ABC affiliate. Its brand is distinct from the separately owned WISN radio station, despite sharing the call letters. The station has periodically clarified that the two outlets have no current ownership relationship, particularly during periods when WISN radio's programming and public profile have generated viewer confusion.

WISN-TV signed on in Milwaukee on October 27, 1954, as WTVW. The call sign reflected the station's promotional identity as Wisconsin's Television Window. Hearst acquired the station during its first year of operation and renamed it WISN-TV, aligning it with the company's WISN radio holdings and Milwaukee newspaper interests. The new station carried ABC programming and also had a secondary relationship with DuMont until that network shut down in 1956. In 1958, WISN-TV became the principal station of the Badger Television Network, a short-lived Wisconsin regional network that also involved stations in Madison and Green Bay. Several programs originated at WISN-TV, including a homemaking program, a quiz show, and a variety program. The network also provided late-night coverage of U.S. Senate investigation hearings, but it ended operations in August 1958. A major programming change came in 1961. WISN-TV and WITI-TV exchanged network affiliations, making WISN-TV a CBS affiliate and WITI an ABC affiliate. The CBS era gave WISN-TV Milwaukee-market rights to selected Green Bay Packers games, including the team's first two Super Bowl appearances. In 1976, CBS announced that it would return to WITI. WISN-TV then negotiated a new agreement with ABC and switched back on March 27, 1977. The second ABC era became the station's defining period. ABC's national rise, strengthened by popular Milwaukee-set sitcoms, gave the affiliation considerable local value. WISN-TV promoted the transition with the “Happy Days are Here Again” campaign, using Henry Winkler's Fonzie character. Around the same period, the station adopted Frank Gari's “Hello News” package and the customized “Hello Milwaukee” identity, which became closely associated with its news presentation. Hearst later sold its Milwaukee radio properties in 1997, separating WISN-TV from WISN radio in ownership and day-to-day operations. Remaining forecast and content agreements with the radio group ended in 2009, after which WISN-TV established a content relationship with Saga Communications stations. Because the two outlets continued to share call letters, WISN-TV has periodically explained that it is not connected to the radio station's editorial or format decisions. The station expanded its local-news schedule during the late 2000s and early 2010s. It added longer weekend and weekday morning broadcasts, built a stronger public-affairs profile, and hired former WTMJ anchor Mike Gousha as a political analyst and host. Gousha's UpFront program was later distributed to other Wisconsin stations, and WISN-TV participated in political forums produced with Marquette University and Milwaukee Public Television. WISN-TV also invested in broadcast technology. It produced its first high-definition commercial broadcast with the Summerfest Big Bang fireworks in 2006, later upgraded news graphics and field systems, began widescreen news production in 2010, and launched high-definition newscasts in 2011. The station's weather operation includes the Doppler 12 Radar Network, and it has maintained a prominent local-news presence through severe-weather coverage, public-affairs reporting, and community events. In the digital-television era, WISN-TV used its additional channels for network and syndicated services. Shop LC was carried beginning in 2021 under a Hearst agreement, theGrio was added later that year, and Story Television appeared in 2022. Shop LC carriage ended after the relevant arrangement expired. WISN-TV remains an active Hearst-owned ABC affiliate serving Milwaukee and southeastern Wisconsin.

• 2022

  Story Television launches on a subchannel

  [1]WISN-TVen.wikipedia.org

  Story Television is added to the station's multicast lineup.

• 2021

  Digital multicast expansion

  [1]WISN-TVen.wikipedia.org

  The station adds Shop LC and theGrio to its digital services.

• 2011

  Local newscasts move to HD

  [1]WISN-TVen.wikipedia.org

  WISN-TV begins broadcasting its newscasts in high definition on June 28.

• 2006

  First Milwaukee commercial HD broadcast

  [1]WISN-TVen.wikipedia.org

  The station televises Summerfest's Big Bang fireworks in high definition.

• 1977

  Return to ABC

  [1]WISN-TVen.wikipedia.org

  WISN-TV switches back to ABC on March 27 after CBS returns to WITI.

• 1961

  Station switches to CBS

  [1]WISN-TVen.wikipedia.org

  WISN-TV exchanges affiliations with WITI-TV and joins CBS.

• 1958

  Badger Television Network begins

  [1]WISN-TVen.wikipedia.org

  WISN-TV becomes the flagship of a short-lived three-station Wisconsin network.

• 1956

  DuMont affiliation ends

  [1]WISN-TVen.wikipedia.org

  Following DuMont's shutdown, WISN-TV becomes exclusively affiliated with ABC.

• 1955

  Hearst acquisition and call-sign change

  [1]WISN-TVen.wikipedia.org

  Hearst acquires the station and changes its call letters to WISN-TV.

• 1954

  Station launches as WTVW

  [1]WISN-TVen.wikipedia.org

  WTVW begins broadcasting in Milwaukee on October 27 with ABC programming and a secondary DuMont affiliation.

A locally focused, news-led ABC affiliate combining Milwaukee reporting, weather expertise, public affairs, community programming, and network entertainment under the WISN 12 brand.

• Local television news · 1954

  WISN 12 Local News

  The station's core local-news service, covering Milwaukee and southeastern Wisconsin through morning, midday, evening, and weekend broadcasts. The operation emphasizes local reporting, public safety, politics, community issues, sports, and weather. WISN-TV has expanded its news schedule over time and uses the WISN 12 identity across broadcast and digital platforms.

• Weather service

  Doppler 12 Radar Network

  WISN-TV's branded weather-radar operation, combining radar resources associated with the National Weather Service office in Sullivan and a station-operated installation in Menomonee Falls. It supports routine forecasts and severe-weather coverage for the station's southeastern Wisconsin viewing area.

• Public affairs · 2007

  UpFront with Mike Gousha

  A Sunday interview and political-analysis program hosted by Mike Gousha. The program examines Wisconsin politics, public policy, and civic affairs and has also been distributed to other stations in the state.

• Live event broadcast · 2006

  Summerfest Big Bang coverage

  Annual coverage of Milwaukee's Summerfest Big Bang fireworks event. WISN-TV produced the first commercial high-definition broadcast of the event in Milwaukee in 2006 with assistance from Milwaukee Public Television and later production partners.

• 1977Happy Days are Here Again

  Milwaukee

  WISN-TV promoted its return to ABC with a campaign referencing the network's popular Milwaukee-set sitcom Happy Days. Henry Winkler appeared in the Fonzie character, linking the network switch to ABC's strong local cultural relevance.

  Outcome. The campaign helped establish the station's second ABC tenure and reinforced its local ABC identity.

  Source

• 2021

  Add Shop LC digital serviceProduct launch

  Background

  Hearst entered a broader channel-carriage arrangement with Shop LC's owners.

  Action taken

  WISN-TV added Shop LC as a digital subchannel on April 30, 2021.

  Aftermath

  The service occupied a multicast slot until the carriage arrangement ended.

  Source

• 1977

  Return to ABC affiliationStrategy

  Background

  CBS elected to move its Milwaukee affiliation back to WITI-TV, while ABC sought a stronger relationship with WISN-TV amid the network's rising ratings.

  Action taken

  WISN-TV resumed ABC programming on March 27, 1977.

  Aftermath

  ABC became the station's enduring network affiliation and the basis of its modern brand positioning.

  Source

• 1961

  Switch from ABC to CBSStrategy

  Background

  WISN-TV and WITI-TV exchanged network affiliations in the Milwaukee market.

  Action taken

  WISN-TV joined CBS on April 2, 1961.

  Aftermath

  The station carried CBS programming and selected Green Bay Packers broadcasts until returning to ABC in 1977.

  Source

• 2021

  WISN-TV adds Shop LC digital subchannel[1]WISN-TVen.wikipedia.org

  Product launch

  The station adds Shop LC to a digital subchannel under a broader Hearst carriage arrangement.

• 2021

  WISN-TV adds theGrio and Story Television[1]WISN-TVen.wikipedia.org

  Product launch

  The station expands its multicast lineup with theGrio and later Story Television, while Shop LC carriage subsequently ends.

• 2021

  WISN-TV carries Milwaukee Bucks NBA Finals coverage[1]WISN-TVen.wikipedia.org

  Other

  As an ABC affiliate, WISN-TV carries the network's broadcast of the Milwaukee Bucks' NBA championship series victory.

• 2012

  WISN-TV and Time Warner Cable resolve carriage dispute[1]WISN-TVen.wikipedia.org

  Other

  A retransmission-consent dispute temporarily removes WISN-TV from Time Warner Cable systems in the Milwaukee area before the parties reach an agreement.

• 1977

  WISN-TV returns to ABC[1]WISN-TVen.wikipedia.org

  Other

  After a second network affiliation exchange with WITI-TV, channel 12 resumes its long-running ABC relationship.

• 1954

  WISN-TV begins broadcasting[1]WISN-TVen.wikipedia.org

  Other

  The Milwaukee station signs on as WTVW, initially carrying ABC programming and a secondary DuMont affiliation.

1. 1WISN-TVen.wikipedia.org
2. 2WISN-TV official websitewisn.com
3. 3WISN 12 partners with John Ridley's 'No Studios' to highlight Milwaukee artistswisn.com
4. 4WISN 12 partners with Nō Studios on Project CommUNITY initiativewisn.com
5. 5WISN 12 partners with Nō Studios on Project CommUNITY initiativewisn.com
6. 6WISN 12 partners with Nō Studios on Project CommUNITY initiativewisn.com
7. 7WISN 12 Partners With Nō Studios to Present Community and Policing Panelurbanmilwaukee.com
8. 8WISN 12 wins Service to America Awardwisn.com