WKBT-DT
A La Crosse, Wisconsin television station serving the La Crosse–Eau Claire market as a CBS affiliate with a MyNetworkTV digital subchannel.
Last updated August 31, 2026
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Overview
WKBT-DT is a commercial television station licensed to La Crosse, Wisconsin, and serving the wider La Crosse–Eau Claire designated market area. The station is primarily affiliated with CBS and operates the market’s MyNetworkTV service on digital subchannel 8.2. It brands its local news operation as News 8 and is owned by Morgan Murphy Media, a privately held media company. The station began broadcasting on August 1, 1954, as a sister operation to WKBH radio. Its call sign was created by substituting the television-oriented letter “T” for the “H” used by the radio station. From its launch, WKBT carried programming from the principal American television networks of the period, including CBS, NBC, ABC, and DuMont, although CBS was its primary affiliation. DuMont programming ended after that network ceased operations in 1956. NBC programming was dropped in 1958 when the La Crosse and Eau Claire television markets were consolidated, after which WKBT continued to carry CBS and shared ABC programming with WEAU-TV until WXOW began broadcasting from La Crosse in 1970. WKBT’s facilities have been closely tied to La Crosse. On April 16, 1965, during a severe regional flood, the downtown building housing both WKBT and WKBH burned down. The station subsequently rebuilt on the same site, where its downtown La Crosse studios remain. Its transmission facility is located on Silver Creek Road near Galesville, Wisconsin, roughly 30 miles north of the studio complex. This placement allows the station to provide coverage across the geographically broad La Crosse–Eau Claire market. Ownership changed several times before the station joined Morgan Murphy Media. Harold F. Gross acquired WKBT in 1970. Gross Telecasting later sold it to Backe Communications in 1984, and Backe sold it to Young Broadcasting in 1986. Morgan Murphy Media purchased WKBT from Young in March 2000 and remains its owner. Morgan Murphy has historical ties to Wisconsin broadcasting, including an earlier role in the ownership history of WEAU-TV. The station’s editorial and news identity has traditionally emphasized La Crosse, Winona, and the Coulee Region, while also covering Eau Claire and the Chippewa Valley. Its weather coverage is designed to address the full market rather than concentrating only on the station’s home city. WKBT currently broadcasts approximately 34 hours of locally produced newscasts each week, including substantial weekday programming and weekend editions. WKBT entered digital broadcasting on UHF channel 41 on March 28, 2003, and became a digital-only station on February 17, 2009. It launched digital subchannel 8.2 in January 2006 after the local KQEG-CA station ended its UPN affiliation. When UPN and The WB were replaced by the new network structure in September 2006, WKBT-DT2 became a MyNetworkTV affiliate. The station later added an Ion-affiliated subchannel in January 2017 and a Dabl-affiliated subchannel in September 2019. In summer 2011, WKBT became the first station in its market to present newscasts in 16:9 enhanced-definition widescreen. Beyond routine local broadcasting, WKBT has received national attention for incidents involving on-air commentary and broadcast-system security. In October 2012, morning anchor Jennifer Livingston responded on air to a viewer’s criticism of her weight, framing the exchange as a broader discussion of bullying, public behavior, and the responsibilities of media role models. In February 2013, the station’s Emergency Alert System was compromised and transmitted a false warning about a zombie apocalypse. Similar unauthorized messages appeared at several other stations on the same day, making the incident part of a wider broadcast-security event rather than an isolated programming decision by WKBT.
History
WKBT began broadcasting in La Crosse on August 1, 1954, as a television sister to WKBH radio. The “T” in its call sign distinguished the television station from the radio operation. At launch, it carried programming from CBS, NBC, ABC, and DuMont, but CBS was its primary network relationship. DuMont programming disappeared in 1956 after the network shut down. WKBT dropped NBC in 1958 when La Crosse and Eau Claire were combined into one television market, and it continued sharing ABC programming with WEAU-TV until WXOW launched from La Crosse in 1970. A major disruption occurred on April 16, 1965, when a fire destroyed the downtown building occupied by WKBT and WKBH during the region’s severe flooding. The station rebuilt on the same site, establishing the downtown La Crosse studio location associated with the station today. Its transmitter was placed near Galesville, north of La Crosse, to provide a stronger signal across the combined market. Harold F. Gross acquired the station in 1970. Gross Telecasting sold it to Backe Communications in 1984 after a licensing dispute involving another Gross station, and Backe sold WKBT to Young Broadcasting in 1986. Morgan Murphy Media bought WKBT in March 2000 and remains its owner. The station’s local news strategy has generally concentrated on La Crosse, Winona, and the Coulee Region, with additional reporting from Eau Claire and the Chippewa Valley. Its weather operation covers the full market. WKBT entered digital broadcasting on March 28, 2003, using UHF channel 41, and ended analog transmission on February 17, 2009. It launched digital subchannel 8.2 in January 2006 after KQEG-CA relinquished its UPN affiliation. The subchannel moved into the MyNetworkTV affiliation when the UPN and WB network changes took effect in September 2006. WKBT later added an Ion service in January 2017 and a Dabl service in September 2019. In summer 2011, it became the first station in the market to broadcast newscasts in 16:9 enhanced-definition widescreen. The station produces roughly 34 hours of local news each week. Its public profile also includes two widely reported incidents. In 2012, anchor Jennifer Livingston responded on air to a viewer’s weight-related criticism and discussed bullying and media role models. In 2013, WKBT’s Emergency Alert System was hijacked to transmit a false zombie-apocalypse warning, one of several similar intrusions affecting American stations that day.
- 2019
Dabl programming added
[1]A Dabl-affiliated third digital subchannel begins operation in September.
- 2017
Ion programming added
[1]The station adds an Ion-affiliated digital subchannel in January.
- 2011
Local newscasts move to 16:9 enhanced definition
[1]WKBT becomes the first station in its market to air newscasts in 16:9 enhanced-definition widescreen.
- 2009
Analog broadcasting ends
[1]The station becomes digital-only on February 17.
- 2006
Digital subchannel 8.2 launches
[1]WKBT adds a digital subchannel that initially carries UPN programming and later becomes a MyNetworkTV affiliate.
- 2003
Digital transmission begins
[1]WKBT signs on its digital signal on UHF channel 41 on March 28.
- 2000
Morgan Murphy Media becomes owner
[1]Morgan Murphy Media purchases WKBT from Young Broadcasting in March.
- 1986
Young Broadcasting acquires WKBT
[1]Backe Communications sells the station to Young Broadcasting.
- 1984
Backe Communications ownership begins
[1]Gross Telecasting sells WKBT to Backe Communications.
- 1970
WXOW launches in La Crosse
[1]The arrival of WXOW ends WKBT’s long period of sharing ABC programming with WEAU-TV.
Products and positioning
A locally focused broadcast station combining CBS network programming with News 8 journalism, weather, and community coverage centered on La Crosse and the Coulee Region while serving the broader La Crosse–Eau Claire market.
Local television news
News 8
WKBT’s local news operation, branded as News 8, provides scheduled newscasts, regional reporting, weather, and emergency information. Coverage traditionally gives priority to La Crosse, Winona, and the Coulee Region, while also reporting from Eau Claire and the Chippewa Valley. The station broadcasts approximately 34 hours of locally produced news each week.
Broadcast network affiliation · 1954
CBS programming
CBS is WKBT-DT’s primary network affiliation. The station has carried CBS programming since its 1954 sign-on, making the network relationship the central part of its broadcast schedule and market identity.
Digital multicast network service · 2006
MyNetworkTV on WKBT-DT2
Digital subchannel 8.2 began in January 2006 after a local UPN affiliation became available. Following the UPN–WB network changes later that year, the subchannel became the La Crosse market’s MyNetworkTV outlet.
Digital multicast network service · 2017
Ion digital subchannel
WKBT added an Ion-affiliated digital subchannel in January 2017, expanding its over-the-air programming portfolio beyond the main CBS service and the MyNetworkTV outlet.
Digital multicast network service · 2019
Dabl digital subchannel
A Dabl-affiliated third digital subchannel was added in September 2019 as part of the station’s continued use of digital multicast capacity.
Brand decisions
2009
Transition to digital-only broadcastingStrategyBackground
The United States television industry was moving from analog transmission to digital broadcasting.
Action taken
WKBT ended analog broadcasting on February 17 and continued as a digital television station.
Aftermath
The station continued serving the market through its digital signal and multicast services.
2006
Launch of WKBT-DT2Product launchBackground
KQEG-CA ended its UPN affiliation shortly before the planned UPN–WB network changes, creating an opportunity for WKBT to add the programming service digitally.
Action taken
WKBT launched digital subchannel 8.2 in January 2006 and initially carried UPN programming. It later adopted MyNetworkTV when the new network arrangement took effect in September.
Aftermath
The subchannel became the station’s continuing MyNetworkTV outlet and broadened WKBT’s network portfolio.
Sources2 sources
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