WMTV
WMTV is a Madison, Wisconsin television station affiliated with NBC and The CW, owned by Gray Media.
Last updated August 31, 2026
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Overview
WMTV is a broadcast television station serving Madison and south-central Wisconsin. The station operates on channel 15 and is affiliated with NBC, while also carrying The CW on a digital multicast channel. Its primary local identity has been associated with the NBC network and, for many years, with the “NBC 15” brand; in late 2023, it adopted the WMTV 15 name. The station began broadcasting in July 1953, becoming Madison’s second television station only days after WKOW-TV. It was established by Bartell Television Corporation, a company associated with Madison radio broadcaster Gerry Bartell. WMTV initially operated on UHF channel 33 and carried programming from NBC, ABC, and DuMont. Its original facility included a large studio complex, a revolving stage, and a permanent kitchen used for local programming. Among its early programs was a cooking show hosted by University of Wisconsin–Madison chef Carson Gulley and his wife, Beatrice. Ownership changed several times during the station’s first decades. Wometco Enterprises acquired WMTV in 1957, but sold it the following year to Forward Television, a subsidiary of Lee Enterprises. After the FCC added channel 15 to Madison’s television allocation, WMTV moved from channel 33 to channel 15 in October 1961. The change improved the station’s technical reach, although its UHF status continued to place it at a competitive disadvantage against Madison’s VHF station, WISC-TV. In 1963, Wisconsin Valley Television Corporation acquired WMTV. That company later renamed itself Forward Communications Corporation and invested in the station’s technical infrastructure, including a major transmitter upgrade. WMTV remained a significant local news competitor during the Forward era, at times competing closely with WISC-TV for leadership in Madison-area news ratings. Its position weakened after Forward was sold to Wesray Capital Corporation in the mid-1980s. Cost reductions affected the newsroom and locally produced non-news programming, and the station experienced declining ratings. Wesray sold its television properties to Adams Communications in 1988. Adams later encountered severe financial difficulties, and WMTV passed through Brissette Broadcasting before Brissette was merged into Benedek Broadcasting in 1996. During the 1990s, WMTV expanded and modernized its local-news presentation. It introduced the Wisconsin Today morning newscast in 1991 and adopted the NBC 15 brand in 1996. The station also upgraded its weather operation in the late 1990s, replacing a more traditional presentation with newer equipment and station-operated Doppler radar. Benedek’s financial problems during the early 2000s, intensified by weaker advertising conditions and the broader recession, led to a Chapter 11 bankruptcy filing. Gray Television acquired most Benedek stations, including WMTV, in 2002. WMTV ended its analog broadcasts on February 17, 2009, as part of the United States digital television transition. In 2011, it was reported to be a strong local news competitor, winning the morning-news ratings period and placing second in early- and late-evening news in close competition with WKOW. Gray constructed a new studio facility next to the original WMTV building in 2016. The newer facility provided approximately twice the space of the former studios, which were subsequently removed to create parking. Also in 2016, The CW affiliation in Madison moved from WBUW to a digital subchannel operated by WMTV under a new affiliation arrangement involving Gray. This gave WMTV a broader network portfolio while preserving its central NBC identity. Today, WMTV’s activities center on local news, weather, sports, public-affairs coverage, NBC programming, and the distribution of The CW through its digital broadcast operation and related platforms.
History
WMTV traces its history to the early-1950s expansion of American television broadcasting into the UHF band. After the Federal Communications Commission ended a freeze on new television station applications, Madison received proposals for new commercial stations. The Bartell Group, led by Madison radio broadcaster Gerry Bartell and associated with Milwaukee station WOKY, applied for channel 33. A competing application from Earl W. Fessler, owner of Madison FM station WMFM, was combined with Bartell’s proposal in late 1952. The resulting Bartell Television Corporation received a construction permit in January 1953. WMTV transmitted a test pattern on July 8, 1953, and began regular service eleven days later with a dedication program. It became Madison’s second television station, following WKOW-TV. The new station carried NBC, ABC, and DuMont programming. Its facility along the Beltline included a revolving studio stage and a dedicated kitchen for locally produced cooking programs. One notable early program featured Carson Gulley, a University of Wisconsin–Madison residence-hall chef, and his wife Beatrice. ABC programming later moved to WKOW-TV after the launch of WISC-TV in 1956. The station’s ownership changed rapidly. A proposed sale to Badger Broadcasting Company, linked to WIBA radio and Madison newspapers, was discussed in 1956 but was not completed. Wometco Enterprises subsequently filed to buy WMTV for $350,000 and owned it for less than a year. In 1958, Wometco sold the station to Forward Television, a Lee Enterprises subsidiary. The Forward name reflected Wisconsin’s state motto and later became associated with the station’s long-term ownership. In 1961, the FCC inserted channel 15 into Madison’s allocation plan. WMTV applied to move from channel 33 to channel 15 because the new assignment promised broader reception. Weather and equipment-manufacturing delays postponed the change, but WMTV began channel 15 operation on October 25, 1961. The station’s engineering position improved further when Wisconsin Valley Television Corporation acquired it in 1963. Although the FCC approved that transaction by a narrow vote after considering issues related to a proposed second commercial station in Wausau, the sale ultimately remained in place. Wisconsin Valley invested in WMTV’s technical facilities, including a transmitter upgrade that raised effective radiated power to 950,000 watts in 1965. In 1967, the company changed its name to Forward Communications Corporation. Forward’s investment helped WMTV become a viable and competitive Madison station, including in local news. Nevertheless, the station faced the structural disadvantage common to UHF broadcasters before later technical and regulatory changes: WISC-TV operated on VHF and therefore had an inherent reception advantage in many households. WMTV competed successfully despite that limitation and at times challenged WISC-TV for local-news leadership. Forward Communications was sold to Wesray Capital Corporation in late 1984. Wesray retained the Forward name but reduced expenses across its broadcast operations. At WMTV, newsroom and local-production cutbacks coincided with falling news ratings. Personnel changes involving sports director Jack Eich and employee Paula Dilworth also drew local attention. In 1988, Wesray sold its television stations to Adams Communications. Adams was heavily leveraged and defaulted on $283 million of debt in 1991. That year WMTV launched its first morning newscast, Wisconsin Today. Paul Brissette, previously an Adams television executive, acquired the business in 1992 through Brissette Broadcasting. In 1996, Brissette was merged into Benedek Broadcasting in a transaction valued at $270 million. By that period, WMTV had fallen to third place in local news ratings. The station responded by adopting the NBC 15 brand later in 1996. When longtime meteorologist Elmer Childress retired in 1997, WMTV modernized its weather operation, adding new equipment and its own Doppler weather radar in place of a more traditional presentation. Benedek encountered financial pressure during the early 2000s. A recession weakened advertising revenue, and the company could not meet interest obligations on bonds issued in 1996. Benedek filed for Chapter 11 bankruptcy, and most of its stations were sold to Gray Television in 2002, including WMTV. Gray continued operating the station as an NBC affiliate and developed its digital and local-news capabilities. WMTV ended analog broadcasting on February 17, 2009. In 2011, the station ranked second in early- and late-evening local news in a close contest with WKOW, while leading the morning-news period. In 2016, Gray completed a new studio building beside the original WMTV facility. The new structure provided roughly twice the former studio space, and the older building was demolished for parking. The 2016 Gray agreement with The CW moved Madison’s CW affiliation from WBUW to a WMTV digital subchannel. This expanded WMTV’s over-the-air network offering while keeping NBC as its principal affiliation. In late 2023, the station moved away from the NBC 15 branding and adopted WMTV 15, emphasizing its call letters and channel identity. It continues to operate as an active Gray Media station serving Madison and surrounding communities through broadcast, digital, news, weather, sports, and community programming.
- 2023
WMTV 15 rebrand
[1]The station replaced the NBC 15 identity with WMTV 15 late in the year.
- 2016
New studios and CW affiliation
[1]Gray opened a larger WMTV studio facility, and The CW moved to a WMTV digital subchannel from WBUW.
- 2009
Analog broadcasting ends
[1]WMTV discontinued analog transmission during the United States digital television transition.
- 2002
Gray acquires WMTV
[1]Gray Television purchased WMTV from Benedek Broadcasting during Benedek’s bankruptcy-related station disposals.
- 1996
The station adopts the NBC 15 identity
[1]WMTV rebranded as NBC 15 after a period of weaker local-news ratings.
- 1991
WMTV launches Wisconsin Today
[1]The station introduced its first morning newscast during the Adams Communications ownership period.
- 1984
Forward is sold to Wesray
[1]Wesray Capital Corporation acquired Forward Communications’ television operations.
- 1967
Wisconsin Valley adopts the Forward Communications name
[1]The owner renamed itself Forward Communications Corporation as it expanded beyond Wisconsin broadcasting.
- 1965
Transmitter power is upgraded
[1]A transmitter modernization raised WMTV’s effective radiated power to 950,000 watts.
- 1963
Wisconsin Valley Television Corporation acquires the station
[1]The company acquired WMTV after a closely divided FCC approval process and later invested in its technical facilities.
Products and positioning
A locally focused network-affiliated television station combining Madison-area news, weather, sports, and community coverage with NBC programming and a secondary CW service.
Local television news · 1953
WMTV local news
WMTV’s core service is locally produced television news for Madison and surrounding south-central Wisconsin communities. Coverage includes regional reporting, public affairs, local sports, breaking news, and community features distributed through scheduled newscasts and digital channels.
Weather broadcasting · 1997
WMTV weather
The station provides regular forecasts and severe-weather information as part of its local-news operation. Its weather presentation was modernized in the late 1990s with updated equipment and station-operated Doppler weather radar.
Network television affiliation · 1953
NBC programming
WMTV has been Madison’s NBC affiliate since signing on in 1953. NBC programming forms the station’s principal network offering alongside WMTV’s locally produced news and information services.
Digital multicast television · 2016
The CW on WMTV
Beginning in 2016, WMTV carried The CW affiliation on a digital multicast channel after the Madison affiliation moved from WBUW. The service broadened the station’s over-the-air programming portfolio.
Morning news · 1991
Wisconsin Today
Wisconsin Today was WMTV’s first morning newscast, introduced in 1991 during the Adams Communications ownership period. The station later developed a strong position in Madison morning-news viewing.
Brand decisions
2023
Rebrand from NBC 15 to WMTV 15StrategyBackground
The station had used NBC 15 as its public brand since 1996 while continuing to operate under the WMTV call sign.
Action taken
Late in 2023, WMTV changed its public identity to WMTV 15.
Aftermath
The rebrand placed the station’s call letters at the center of its identity while retaining the channel number.
2016
Addition of The CW affiliationProduct launchBackground
A new Gray affiliation arrangement changed the distribution of The CW service in the Madison market.
Action taken
WMTV began carrying The CW on a digital multicast subchannel, replacing WBUW as the Madison CW outlet.
Aftermath
WMTV expanded from a single principal network identity to a broader multi-network broadcast offering.
2002
Acquisition by Gray TelevisionM&ABackground
Benedek Broadcasting entered Chapter 11 bankruptcy after weakened advertising conditions and difficulty servicing its debt.
Action taken
Gray Television acquired most Benedek stations, including WMTV.
Aftermath
WMTV became part of Gray’s station portfolio and continued operating as an NBC affiliate.
1996
Adoption of the NBC 15 brandStrategyBackground
WMTV had fallen to third place in local news ratings after ownership changes and newsroom cutbacks.
Action taken
The station adopted NBC 15 as its principal public-facing identity.
Aftermath
The brand linked the station more directly to its primary network affiliation and remained in use until the later WMTV 15 rebrand.
1961
Move from channel 33 to channel 15StrategyBackground
WMTV’s original UHF channel created technical and competitive disadvantages compared with Madison’s VHF station. The FCC later added channel 15 to the market’s allocation.
Action taken
The station moved its transmission operation from channel 33 to channel 15 on October 25, improving its intended reception range.
Aftermath
The change strengthened the station’s technical position, although WMTV continued to face the broader reception disadvantages historically associated with UHF broadcasting.
Recent events
- 2023
Station adopts the WMTV 15 brand[1]
Other
After years of using the NBC 15 identity, the station rebranded as WMTV 15 in late 2023.
- 2016
The CW moves to a WMTV digital subchannel[1]
Product launch
The CW affiliation in Madison moved from WBUW to a WMTV digital multicast channel under a new Gray affiliation arrangement.
- 2016
WMTV opens a new studio facility[1]
Other
Gray built a larger studio building beside WMTV’s original facility, providing substantially more space for station operations.
- 2009
WMTV completes analog shutdown[1]
Regulation
WMTV discontinued its analog transmission as the United States transitioned to digital television broadcasting.
- 2002
Gray acquires WMTV from Benedek[1]
M&A · Bankruptcy
Gray Television acquired WMTV among the Benedek Broadcasting stations sold during Benedek’s bankruptcy proceedings.
- 1961
WMTV moves from channel 33 to channel 15[1]
Other
The station transferred its operation to channel 15 after the FCC added the channel to Madison’s television allocation, improving its technical coverage.
- 1953
WMTV begins broadcasting in Madison[1]
Other
WMTV launched in July 1953 as Madison’s second television station and began as an affiliate of NBC, ABC, and DuMont.
Sources2 sources
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