WRCB

WRCB is a television station serving the Chattanooga, Tennessee, market in the United States. The station is affiliated with NBC and currently uses the consumer-facing brand Local 3. Its studios are located on Whitehall Road on Chattanooga's north side, while its transmitter is situated in Walden on Signal Mountain. The station provides local news, weather, traffic, sports and community programming alongside NBC network content and syndicated programming. The station began broadcasting on May 6, 1956, under the call sign WRGP-TV. It was the second television station to begin service in Chattanooga. Ramon G. Patterson and Will Cummings obtained the construction permit after a contested Federal Communications Commission proceeding involving Chattanooga radio broadcaster WDOD. WRGP-TV launched as an NBC affiliate, although it also carried some ABC programming during the early years before Chattanooga received a primary ABC station. Its original studios were located on McCallie Avenue, and its transmitter reused facilities associated with Patterson's WAPO-FM on Signal Mountain. Ownership changed in the late 1950s. The Patterson interests sold the station to WSTV, Inc., part of the Friendly Group of Steubenville, Ohio, in a transaction announced in 1959 and completed in early 1960. The Friendly Group was subsequently absorbed into a corporate structure associated with United Printers and Publishers and Rust Craft. As Rust Craft Broadcasting became the relevant station group identity, the call sign changed from WRGP-TV to WRCB on January 1, 1963. WRCB moved to a larger Whitehall Road studio facility in 1968, with equipment designed to support local color broadcasting. Ziff-Davis acquired Rust Craft Broadcasting in 1979. During the Ziff-Davis period, WRCB received equipment investment but continued to face challenges in local-news ratings and staff turnover. Sarkes Tarzian, an Indiana-based radio and television broadcaster, acquired WRCB in 1982. The transaction followed a regulatory and civil-rights challenge concerning the station's employment of Black personnel in 1980 and 1981; the acquisition proceeded after a settlement involving Ziff-Davis. WRCB's competitive position improved significantly during the 1980s. The station's acquisition of local rights to the syndicated game show Wheel of Fortune in 1984 helped strengthen its early-evening audience and benefited the lead-in to its 6 p.m. newscast and NBC's evening news. WRCB moved ahead of WDEF in early-evening news ratings by 1985 and introduced a 5:30 p.m. local newscast, Live at 5:30, in 1987. By the end of the decade, WRCB and WTVC were competing closely for first place in Chattanooga news and total-day ratings. That rivalry continued through subsequent decades, with the two stations frequently contesting the market lead. The station expanded its local-news schedule in the twenty-first century. It added weekend morning newscasts in 2014 and launched a 4 p.m. newscast in 2018. WRCB began digital broadcasting in 2002 and ended regular analog programming during the nationwide digital transition in June 2009. On January 15, 2022, the station adopted the Local 3 brand, retaining its NBC affiliation while presenting its news and other local services under a unified identity. WRCB remains an active locally oriented broadcast outlet under Sarkes Tarzian ownership.

WRCB traces its history to the FCC's post-freeze allocation of new television channels in the early 1950s. Chattanooga received VHF assignments for channels 3 and 12, and two local groups sought the channel 3 construction permit. Mountain City Television, associated with Ramon G. Patterson and Will Cummings, ultimately prevailed over WDOD after a comparative hearing. The FCC cited the superiority of Mountain City's programming proposal and Patterson's prior broadcast record when it approved the application in February 1956. The resulting station began broadcasting on May 6, 1956, as WRGP-TV. It became Chattanooga's second television station and took NBC programming from launch. Some ABC programs were also carried temporarily, before WTVC began primary ABC service in 1958. The station operated from studios at 1214 McCallie Avenue and used a former WAPO-FM transmitter facility on Signal Mountain. A notable early television appearance associated with the station was Jim Nabors's 1958 work as a substitute performer on a WRGP-TV program. The original owners sold the station to WSTV, Inc., of the Friendly Group, in a transaction announced in October 1959 and completed in January 1960. The Friendly Group later became part of a larger organization connected with United Printers and Publishers and Rust Craft. Rust Craft's name became central to the broadcasting operation, and WRGP-TV was renamed WRCB on January 1, 1963. In 1968, the station moved into a new Whitehall Road facility on the Stringers Ridge area, which was built to accommodate local color production. Ziff-Davis acquired Rust Craft Broadcasting in 1979 after a protracted transaction in which the purchase price increased from the initial proposal. Ziff-Davis invested in WRCB's equipment, but the station remained challenged by high employee turnover and weak local-news ratings. In 1981, Ziff-Davis placed its television stations on the market as it concentrated more heavily on publishing. Sarkes Tarzian acquired WRCB in February 1982. The transfer was delayed by a petition from the NAACP and the National Black Media Coalition, which raised concerns about the station's employment of Black people in the preceding years. The transaction proceeded after a settlement with Ziff-Davis. Under Sarkes Tarzian, WRCB's ratings performance improved. A major early factor was the acquisition of the Chattanooga rights to Wheel of Fortune in May 1984. The popular syndicated program supplied a strong lead-in to WRCB's 6 p.m. newscast and NBC Nightly News. By July 1985, WRCB's early-evening news had moved into second place, and the station introduced Live at 5:30 in 1987. By 1989, WRCB and WTVC were closely competing for first place in local news and total-day ratings, while WDEF generally occupied third place. The WRCB–WTVC contest remained a defining feature of Chattanooga television for much of the following period. WRCB also modernized its transmission operations. It began broadcasting a digital signal on May 1, 2002, and ceased regular analog broadcasting on June 12, 2009, in accordance with the national digital television transition. Its digital operation continued on VHF channel 13 while retaining virtual channel 3. Local programming continued to expand with weekend morning newscasts in 2014 and a 4 p.m. newscast in 2018. On January 15, 2022, the station rebranded as Local 3. It remains an NBC affiliate owned by Sarkes Tarzian, serving Chattanooga and surrounding communities through broadcast and digital channels.

1. 2022Local 3 rebrand

   WRCB adopts Local 3 as its primary consumer-facing station brand.

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2. 2009Analog broadcasting ends

   The station ends regular analog programming during the nationwide digital television transition.

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3. 2002Digital broadcasting begins

   WRCB launches its digital signal on May 1.

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4. 1984Wheel of Fortune strengthens the evening schedule

   WRCB obtains Chattanooga rights to Wheel of Fortune, improving the lead-in to its evening news.

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5. 1982Sarkes Tarzian ownership begins

   Sarkes Tarzian acquires WRCB from Ziff-Davis after resolution of an employment-related challenge.

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6. 1979Ziff-Davis acquires Rust Craft Broadcasting

   Ziff-Davis completes its acquisition of Rust Craft's broadcasting interests, including WRCB.

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7. 1968Move to Whitehall Road studios

   WRCB moves into a larger studio facility equipped for local color broadcasting.

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8. 1963WRCB call sign adopted

   The station changes its call sign from WRGP-TV to WRCB on January 1 under Rust Craft Broadcasting ownership.

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9. 1956First broadcast as WRGP-TV

   WRGP-TV begins broadcasting on May 6 as Chattanooga's second television station and an NBC affiliate.

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10. 1952Chattanooga receives new VHF television allocations

    The FCC assigns Chattanooga VHF channels 3 and 12 after lifting its freeze on new television-station applications.

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A locally focused NBC affiliate competing for leadership in news, weather and community coverage across the Chattanooga television market.

• Local 3 NewsLocal television news

  WRCB's local-news service covers Chattanooga and surrounding communities through scheduled newscasts and related digital reporting. Its schedule has expanded over time, including weekend morning programming and a 4 p.m. newscast. Coverage includes regional events, public affairs and breaking news.

• Weather coverageBroadcast weather service

  Weather and severe-weather reporting is a central component of WRCB's local-service offering. The station provides forecast information and event coverage for the Chattanooga area through television and associated digital channels.

• NBC programmingNetwork television1956

  WRCB has been an NBC affiliate since its initial broadcast as WRGP-TV in 1956. The station carries NBC network programming alongside locally produced news and other scheduled content.

• Syndicated programmingSyndicated television

  WRCB has carried syndicated programs as part of its schedule. Wheel of Fortune was particularly significant in the 1980s because its popularity supplied a strong audience lead-in to the station's evening news.

• 2022Local 3 rebrand

  Chattanooga television market

  WRCB unified its on-air and local-service identity under the Local 3 brand while continuing its NBC affiliation.

  Outcome. The station continues to operate publicly as Local 3.

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• 2022Rebrand as Local 3Strategy

  WRCB sought to present its station, local-news and digital services under a common consumer-facing identity.

  What changed. The station adopted the Local 3 brand on January 15 while retaining NBC affiliation.

  Aftermath. Local 3 became the station's principal public brand.

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• 1982Sell WRCB to Sarkes TarzianM&A

  Ziff-Davis was divesting its television stations while focusing more heavily on publishing.

  What changed. Sarkes Tarzian acquired WRCB in February after an employment-related petition was resolved.

  Aftermath. The station remained under Sarkes Tarzian ownership and improved its competitive position in local news during the 1980s.

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• 1963Adopt the WRCB call signStrategy

  The station had become part of the Rust Craft Broadcasting organization after ownership changes involving the Friendly Group and United Printers and Publishers.

  What changed. WRGP-TV changed its call sign to WRCB on January 1.

  Aftermath. The WRCB identity remained associated with the station through its later ownership changes and the 2022 Local 3 rebrand.

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• 2022WRCB adopts the Local 3 brand

  On January 15, WRCB rebrands its station and local-news presentation as Local 3.

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• 2018WRCB launches a 4 p.m. newscast

  WRCB adds a weekday 4 p.m. local newscast to its schedule.

  Product launch
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• 2014WRCB expands its local-news schedule

  The station adds weekend morning newscasts as part of a broader expansion of local programming.

  Product launch
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• 1982Sarkes Tarzian acquires WRCB

  Sarkes Tarzian purchases WRCB from Ziff-Davis after a challenge concerning the station's employment of Black personnel is resolved through a settlement.

  M&ARegulation
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• 1963Station changes call sign to WRCB

  Following the station's transition into the Rust Craft Broadcasting organization, WRGP-TV adopts the WRCB call sign on January 1.

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• 1956WRCB begins broadcasting as WRGP-TV

  The station makes its first broadcast in Chattanooga on May 6 as the market's second television station and an NBC affiliate.

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1. WRCB
2. WRCB official website