WLAX
WLAX is a Fox-affiliated television station serving La Crosse and western Wisconsin, operating alongside full-time satellite station WEUX.
Last updated August 31, 2026
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Overview
WLAX is a commercial television station licensed to La Crosse, Wisconsin, and serving the La Crosse–Eau Claire market. It broadcasts Fox programming and operates in conjunction with WEUX, channel 48, licensed to Chippewa Falls. WLAX primarily serves the southern portion of the market, while WEUX functions as a full-time satellite focused on Eau Claire, Chippewa Falls, and the market's northern communities. Both stations are owned by Nexstar Media Group and are marketed through the Wisconsin-based WIProud brand. The station's origins extend back to the 1960s, when channel 25 was assigned to La Crosse but remained unused for many years. A locally backed applicant, Quarterview Inc., applied for the channel in 1980 and received a construction permit in 1982. The permit changed hands several times before reaching Family Group Broadcasting, which completed the station's construction. The call sign was changed to WLAX, facilities were developed near La Crescent, Minnesota, and the station began broadcasting on November 10, 1986, initially as the market's first independent television station. WLAX joined Fox soon after signing on, giving the network a terrestrial outlet in a market where many northern-area viewers had previously depended on cable to receive Fox programming. Family Group also sought to establish a companion station on channel 48 at Chippewa Falls. The project encountered antenna-site problems and the owner's worsening finances. Family Group entered Chapter 7 bankruptcy proceedings in 1989, and a proposed sale to Krypton Broadcasting did not close. Aries Telecommunications ultimately acquired WLAX, the WEUX construction permit, and related assets in 1991. WEUX began broadcasting on February 9, 1993, as a direct simulcast of WLAX. A larger Colfax-area transmission facility was completed in 1995, improving WEUX's coverage of the northern market. Grant Broadcasting acquired WLAX and WEUX in 1996. During the Grant era, the stations expanded their local presence with short news updates, the community-affairs program Impact, and later a nightly 9 p.m. newscast. Beginning in 2006, the 9 p.m. program was produced by WEAU, the market's NBC affiliate, rather than by an independent WLAX newsroom. The arrangement continued the stations' local-news offering while relying on an established regional news operation. WLAX and WEUX completed their transition from analog to digital broadcasting on February 17, 2009, the original national transition date used by many major commercial stations despite the later nationwide deadline. In 2011, after an ice storm destroyed WEAU's transmission tower at Fairchild, WLAX temporarily carried an NBC service on one of its digital subchannels for viewers in the southern portion of the market. This provided over-the-air access to NBC programming until WEAU's replacement tower became operational in January 2012. Nexstar Broadcasting Group announced the acquisition of Grant Broadcasting's stations, including WLAX and WEUX, in November 2013. The transaction was completed on December 1, 2014. Nexstar later expanded the stations' digital multicast offerings through group carriage arrangements involving specialty networks. Today, WLAX remains a Fox affiliate with local facilities in La Crosse, a transmitter near La Crescent, and a shared operating relationship with WEUX. Its brand combines network entertainment and sports programming, local news supplied through the WEAU relationship, community information, and several digital subchannels.
History
Channel 25 was assigned to La Crosse in 1966, but efforts to activate it stalled. Midcontinent Broadcasting briefly pursued a channel 25 satellite of Madison station WKOW-TV in the late 1960s, although the proposal was not developed. The allocation attracted a new applicant only in 1980, when local investors organized as Quarterview Inc. sought authority to build a station. The permit was granted in 1982, but Quarterview did not construct the facility and sold the authorization in 1984 to TV-26 Inc., the owner of Green Bay station WLRE-TV. TV-26 entered bankruptcy proceedings, and Family Group Broadcasting acquired the company and the La Crosse construction permit in 1985. Family Group changed the proposed call sign from WWQI to WLAX, arranged programming, and secured a transmitter location in the La Crescent, Minnesota, antenna area. After construction delays, WLAX began broadcasting on November 10, 1986. It initially operated as an independent station and soon became a Fox affiliate, establishing a network presence for communities that did not previously have a local over-the-air Fox outlet. Family Group also pursued channel 48 in Chippewa Falls. The company reached a settlement with an earlier applicant and planned to build the station as a satellite of WLAX. Difficulties finding an acceptable antenna site delayed construction, and a proposed site near Colfax was rejected by the Federal Aviation Administration. Family Group's financial position deteriorated, leading to a Chapter 7 filing in 1989. Two attempted sales to Krypton Broadcasting failed. Aries Telecommunications agreed in 1990 to purchase WLAX, the WEUX permit, and the former WLRE-TV, but creditor objections delayed closing until October 1991. After the transaction was completed, the FCC approved a modified WEUX construction plan. WEUX began broadcasting on February 9, 1993, as a direct simulcast of WLAX. A new Colfax-area tower and transmitter facility were completed in 1995, substantially increasing the station's effective radiated power and improving service to Eau Claire, Chippewa Falls, and surrounding communities. Grant Broadcasting purchased the WLAX/WEUX combination from Aries in 1996. The stations developed a modest local-information operation during the 1990s. In 1995 they added short news updates around evening programming and began the monthly community-affairs program Impact. On August 28, 2006, they introduced a 30-minute nightly 9 p.m. newscast produced at WEAU's facilities. This arrangement allowed WLAX and WEUX to offer local news while using the resources of the market's established NBC affiliate. WLAX and WEUX ended analog broadcasting on February 17, 2009, converting to digital transmission ahead of the later national deadline. In March 2011, an ice storm caused the collapse of WEAU's Fairchild tower. WLAX temporarily carried NBC programming on a digital subchannel for viewers in the southern part of the market, while northern viewers received NBC through a WQOW subchannel. The temporary arrangement ended after WEAU restored its own transmission capability in January 2012. Nexstar Broadcasting Group announced the purchase of Grant Broadcasting's stations on November 6, 2013. The transaction, reported at $87.5 million, closed on December 1, 2014. Under Nexstar, WLAX and WEUX continued as Fox affiliates and expanded their digital multicast services through broader group agreements. WLAX maintains La Crosse studio facilities and a transmitter near La Crescent, while WEUX remains a full-time satellite serving the northern part of the combined market.
- 2014
Nexstar ownership begins
[1]Nexstar completes its acquisition of the Grant stations, including WLAX and WEUX.
- 2009
Digital television transition
[1]WLAX and WEUX discontinue analog transmission and move to digital broadcasting on February 17.
- 1996
Grant Broadcasting acquires WLAX and WEUX
[1]Grant Broadcasting purchases the paired stations from Aries Telecommunications.
- 1993
WEUX signs on
[1]WEUX begins broadcasting as a full-time WLAX satellite from Chippewa Falls.
- 1991
Aries Telecommunications acquires WLAX assets
[1]Aries completes its purchase of WLAX and the WEUX construction permit after bankruptcy-related delays.
- 1986
WLAX begins broadcasting
[1]WLAX signs on November 10 as an independent station and later joins Fox.
- 1982
Quarterview receives the channel 25 permit
[1]A local investor group receives authorization to develop a station on La Crosse's channel 25.
- 1966
Channel 25 is assigned to La Crosse
[1]The Federal Communications Commission allocation creates the basis for a future La Crosse television station, although the channel remains unused for years.
Products and positioning
A regional Fox broadcast outlet combining network programming with local news, community information, and over-the-air digital services for western Wisconsin and adjacent southeastern Minnesota.
Broadcast television network affiliate · 1986
WLAX Fox service
WLAX's core offering is the Fox television schedule delivered to La Crosse and the southern portion of the La Crosse–Eau Claire market. The service combines national Fox entertainment, sports, news, and syndicated programming with local station branding and regional distribution.
Satellite television station · 1993
WEUX
WEUX is WLAX's full-time satellite station, licensed to Chippewa Falls and designed to extend the Fox service across Eau Claire, Chippewa Falls, and the northern part of the market. It shares core programming with WLAX while using a separate transmitter and northern-market facilities.
Local television news · 2006
WLAX/WEUX 9 p.m. newscast
The stations' nightly 9 p.m. local newscast began in 2006 and is produced by WEAU. It provides a dedicated evening-news slot for the Fox audience and is distributed across the WLAX/WEUX service area.
Digital television · 2009
Digital multicast services
WLAX and WEUX carry additional digital networks alongside Fox. The stations have carried Antenna TV and other multicast services, with the precise lineup varying by transmitter and network affiliation agreements.
Marketing campaigns
- 1995Impact
La Crosse–Eau Claire market
WLAX/WEUX introduced Impact, a monthly community-affairs program intended to address regional issues and local organizations beyond the stations' regular news updates.
Outcome. The program became part of the stations' local-information offering.
Brand decisions
2014
Nexstar acquisition of WLAX and WEUXM&ABackground
Grant Broadcasting placed its stations in a transaction announced by Nexstar in November 2013.
Action taken
Nexstar completed the purchase of the station pair on December 1, 2014.
Aftermath
WLAX and WEUX became part of Nexstar's national broadcast portfolio while retaining their Fox affiliation and paired-market operating model.
Reported acquisition price for Grant Broadcasting stations. $87.5 million (Announced November 6, 2013; transaction completed December 1, 2014)
2006
Introduction of the 9 p.m. newscastProduct launchBackground
WLAX and WEUX had previously offered short news updates and a community-affairs program but lacked a full nightly newscast.
Action taken
The stations began carrying a 30-minute 9 p.m. newscast produced by WEAU.
Aftermath
The Fox affiliates gained a regular prime-time local-news product through a production partnership with WEAU.
1993
Launch of WEUX satellite serviceProduct launchBackground
Northern communities in the market had often depended on cable to receive Fox programming, while construction of the planned Chippewa Falls station had been delayed.
Action taken
Aries Telecommunications completed WEUX as a full-time simulcast of WLAX.
Aftermath
Fox programming became available over the air across a larger portion of western Wisconsin.
1986
Launch of WLAX channel 25Product launchBackground
La Crosse's channel 25 allocation had remained undeveloped through several earlier proposals and permit transfers.
Action taken
Family Group Broadcasting completed construction and launched WLAX as an independent station on November 10, later affiliating with Fox.
Aftermath
The launch created a new over-the-air television outlet for La Crosse and established the station's long-term Fox affiliation.
Recent events
- 2014
Nexstar completes purchase of WLAX and WEUX[1]
M&A
The acquisition of the Grant stations closed on December 1, 2014, placing WLAX and WEUX under Nexstar ownership.
- 2013
Nexstar announces acquisition of WLAX and WEUX[1]
M&A
Nexstar Broadcasting Group announced an agreement to acquire Grant Broadcasting's station portfolio, including WLAX and WEUX, for $87.5 million.
- 2011
WLAX carries temporary NBC service after WEAU tower collapse[1]
Other
Following the collapse of WEAU's Fairchild transmission tower during an ice storm, WLAX temporarily used a digital subchannel to provide NBC programming to over-the-air viewers in the southern market.
- 2006
WLAX/WEUX launch a nightly 9 p.m. newscast[1]
Product launch
The stations began airing a 30-minute nightly 9 p.m. newscast produced by NBC affiliate WEAU.
- 1993
WEUX begins broadcasting as a WLAX satellite[1]
Product launch
WEUX signed on from Chippewa Falls on February 9, 1993, extending the WLAX Fox service into the northern portion of the market.
- 1986
WLAX signs on as an independent La Crosse television station[1]
Other
WLAX began broadcasting on November 10, 1986, as the first independent television station in the La Crosse market and joined Fox soon afterward.
Sources2 sources
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