WPXR-TV

WPXR-TV is a full-power television station licensed to Roanoke, Virginia, and serving the Roanoke–Lynchburg market. Broadcasting on virtual channel 38, it is affiliated with Ion Television and operates within Ion Media, which is owned by The E. W. Scripps Company. The station's transmission facilities are located atop Poor Mountain in unincorporated southwestern Roanoke County, positioning its signal to reach communities across southwestern Virginia and the broader Roanoke–Lynchburg service area. The station began broadcasting on January 3, 1986, under the call sign WEFC. Its original owner was Evangel Foursquare Church, whose name was reflected in the call letters. At launch, WEFC was notable as the Roanoke market's first non-network-affiliated television station and the first new UHF station in the area after the earlier channel 27 station WRLU ceased operating. A second channel 27 outlet, WVFT, appeared two months later with a broadly comparable independent or religious-oriented profile, giving the market an additional local television competitor. During the 1990s, the station moved from its religious beginnings toward a commercially operated multichannel-network model. Paxson Communications acquired WEFC in 1997 and placed it within the inTV service, a network characterized at that time by infomercials and other paid programming. When Pax TV launched in 1998, the station joined that network. Pax TV was subsequently rebranded as i: Independent Television and later as Ion Television, making WPXR part of Ion's nationwide group of stations focused primarily on national entertainment programming rather than locally produced general-interest schedules. WPXR also had limited involvement in local news through outside production and retransmission arrangements. From September 1996 through August 1997, WDBJ produced a 10 p.m. program titled News 7 Primetime for the station. The newscast was discontinued after attracting low ratings. Between 2000 and 2005, WPXR carried rebroadcasts of WSLS-TV newscasts under a joint sales agreement involving Paxson Communications and Media General, then the owner of WSLS. These arrangements gave the station a local-news presence without establishing a fully independent WPXR newsroom. The station completed the federally mandated transition from analog to digital broadcasting on June 12, 2009. Its former analog signal operated on UHF channel 38, while its post-transition digital signal used UHF channel 36 and retained virtual channel 38. WPXR's current identity is principally tied to Ion Television distribution in southwestern Virginia. Its business function is that of a local broadcast outlet carrying the Ion network and any associated digital services, with technical operations centered on its Roanoke license and Poor Mountain transmitter site.

WPXR-TV commenced operations on January 3, 1986, as WEFC. The station was established by Evangel Foursquare Church, an ownership connection reflected in the original call letters. Its launch expanded the Roanoke television landscape as the market's first non-network-affiliated station and its first new UHF station after the earlier WRLU channel 27 operation had ended. Another channel 27 station, WVFT, launched two months later with a generally similar format, creating a new period of competition among independent and religious-oriented outlets. The station experimented with locally relevant programming during the 1990s. From September 1996 until August 1997, WDBJ produced a 10 p.m. newscast called News 7 Primetime for WEFC. The program was cancelled because of low ratings. Later, from 2000 through 2005, the station aired rebroadcasts of WSLS-TV newscasts under a joint sales agreement between Paxson Communications and Media General, which owned WSLS at the time. These efforts provided access to local news while the station relied on external producers rather than maintaining a large standalone news department. Paxson Communications acquired WEFC in 1997 and shifted it into the company's inTV network, which at that stage relied heavily on infomercials. In 1998, the station joined Pax TV at the network's launch. Pax TV was later renamed i: Independent Television and ultimately Ion Television. Through these changes, the station moved away from its original church-owned identity and became part of a national commercial television network built around centrally supplied programming. WPXR adopted digital broadcasting as part of the nationwide transition required of full-power United States television stations. On June 12, 2009, it ended regular analog service on UHF channel 38. Its digital transmission remained on pre-transition UHF channel 36 while continuing to identify over the air as virtual channel 38. The station's transmitter is located atop Poor Mountain in southwestern Roanoke County, outside the city of Roanoke. WPXR is now part of Ion Media and is owned through that structure by The E. W. Scripps Company. Its principal role is to distribute Ion Television programming to the Roanoke–Lynchburg market and to provide a local platform for over-the-air digital television and advertising. The available reference material does not identify a separately branded local news operation, a distinct product line, or named station executives.

• 2009

  Digital transition

  [1]WPXR-TVen.wikipedia.org

  WPXR ends analog broadcasting on June 12 and continues digitally on UHF channel 36 using virtual channel 38.

• 2005

  WSLS newscast arrangement ends

  [1]WPXR-TVen.wikipedia.org

  The station's five-year period of carrying WSLS-TV newscast rebroadcasts concludes.

• 2000

  WSLS newscast retransmissions begin

  [1]WPXR-TVen.wikipedia.org

  WPXR begins airing rebroadcasts of WSLS-TV newscasts under a joint sales agreement.

• 1998

  Pax TV affiliation begins

  [1]WPXR-TVen.wikipedia.org

  The station joins Pax TV at the network's launch.

• 1997

  Paxson Communications acquisition

  [1]WPXR-TVen.wikipedia.org

  Paxson Communications acquires the station and makes it part of the inTV network.

• 1997

  News 7 Primetime ends

  [1]WPXR-TVen.wikipedia.org

  The WDBJ-produced 10 p.m. newscast is discontinued after low ratings.

• 1996

  Local newscast production begins

  [1]WPXR-TVen.wikipedia.org

  WDBJ begins producing the News 7 Primetime 10 p.m. newscast for the station in September.

• 1986

  WEFC signs on

  [1]WPXR-TVen.wikipedia.org

  The station begins broadcasting on January 3 as WEFC, owned by Evangel Foursquare Church and licensed to Roanoke.

A local full-power broadcast station delivering Ion Television programming and digital over-the-air services to southwestern Virginia, with limited historical participation in locally produced or retransmitted news.

• Broadcast network affiliation · 1998

  Ion Television service

  WPXR's principal service is the local over-the-air distribution of Ion Television programming to viewers in the Roanoke–Lynchburg market. The station functions as a network outlet rather than as a standalone general-entertainment programmer, using its channel position and transmission facilities to deliver centrally supplied Ion content.

• Broadcast transmission · 2009

  Digital terrestrial television

  Following the 2009 national analog-to-digital transition, WPXR has operated its digital signal on UHF channel 36 while retaining virtual channel 38. Its transmitter on Poor Mountain supports coverage of the Roanoke–Lynchburg television market and surrounding communities.

• Television advertising

  Local advertising inventory

  As a full-power commercial television station, WPXR provides a local broadcast platform through which advertisers can reach viewers in southwestern Virginia. The available reference material does not specify advertising packages, rates, or audience figures.

• 2009

  Conversion to digital broadcastingStrategy

  Background

  United States full-power television stations were required to end regular analog service under the national digital transition.

  Action taken

  WPXR ended analog transmission on UHF channel 38 and continued digitally on UHF channel 36 while preserving virtual channel 38.

  Aftermath

  The station continued serving its market through digital terrestrial broadcasting.

  Source

• 1998

  Affiliation with Pax TVStrategy

  Background

  Paxson Communications launched Pax TV as a national television network.

  Action taken

  WPXR joined Pax TV, later known as i: Independent Television and Ion Television.

  Aftermath

  The affiliation established the station's long-term identity as a national network broadcaster rather than an independent or church-owned outlet.

  Source

• 1997

  Paxson Communications acquires WEFCM&A

  Background

  The station was transitioning from its original church ownership and local religious identity into a commercially operated network-station model.

  Action taken

  Paxson Communications purchased the station and placed it within the inTV network.

  Aftermath

  The acquisition preceded the station's 1998 affiliation with Pax TV and its later development as an Ion Television outlet.

  Source

• 2009

  Analog television service ends[1]WPXR-TVen.wikipedia.org

  Regulation

  WPXR discontinued regular analog transmissions on June 12 as part of the United States full-power television digital transition. Its digital signal continued on channel 36 with virtual channel 38.

• 1998

  Station joins Pax TV[1]WPXR-TVen.wikipedia.org

  Other

  WPXR became an affiliate of Pax TV when the network launched, beginning its evolution into the Ion network station it is today.

• 1997

  Paxson Communications acquires the station[1]WPXR-TVen.wikipedia.org

  M&A

  Paxson Communications purchased the station and incorporated it into the inTV all-infomercial network.

• 1986

  WPXR-TV begins broadcasting as WEFC[1]WPXR-TVen.wikipedia.org

  Other

  The station signed on January 3 under the WEFC call sign, owned by Evangel Foursquare Church and serving as a new non-network-affiliated UHF outlet in the Roanoke market.

1. 1WPXR-TVen.wikipedia.org