WRDE-LD

WRDE-LD is a low-power commercial television station serving the Delmarva Peninsula from Salisbury, Maryland. The station operates as an NBC affiliate and is associated with the CoastTV brand. Its over-the-air signal is transmitted from Laurel, Delaware, while its news operation is based in Milton, Delaware and technical and administrative functions are closely integrated with the facilities of sister station WBOC-TV in Salisbury. The station began broadcasting on May 5, 2004, under the call sign W59DZ. It was originally licensed to Rehoboth Beach, Delaware, and transmitted on UHF channel 59. In 2005, it upgraded its signal and adopted the call letters WRDE-LP. During its early years, WRDE carried programming from Urban America Television and later America One. It subsequently added MyNetworkTV and Retro Television Network programming, with Cozi TV replacing the Retro Television Network schedule in 2014. WRDE's most important strategic change occurred in 2014, when it became the first full-time NBC affiliate serving the Delmarva market. Before the change, viewers in eastern Maryland and southern Delaware generally received NBC programming from stations based outside the immediate market, including outlets in Baltimore, Philadelphia, Hagerstown, or Norfolk. The affiliation provided the region with a locally based major-network station and expanded the station's distribution through cable and satellite providers. NBC programming initially aired on digital channel 31.1, while MyNetworkTV and Cozi TV moved to a shared secondary digital channel. The NBC launch also led WRDE to establish a local news department. The original schedule included half-hour evening broadcasts at 6:00 p.m. and 11:00 p.m. A 5:00 p.m. newscast was added in 2016. Following its acquisition by Draper Holdings, WRDE temporarily simulcast WBOC newscasts while a new local operation was developed. In October 2019, the station introduced newscasts anchored from Milton, Delaware, with production direction and other functions supported by WBOC facilities in Salisbury. Beginning in 2021, its news schedule expanded to include weekday morning and midday broadcasts, in addition to evening programming. Ownership changed several times during the station's development. SagamoreHill Broadcasting acquired WRDE from Price Hill Television in 2016. In 2018, Draper Holdings Business Trust announced an agreement to acquire the station, and the transaction was completed on January 1, 2019. The acquisition placed WRDE alongside WBOC-TV, a dual CBS and Fox affiliate, and WBOC-LD, a Telemundo affiliate, within the same ownership group. The station also underwent several technical and licensing changes. In 2019, its license was moved from Rehoboth Beach to Salisbury. On December 31, 2019, its transmitter moved from a site south of Lewes to a tower in Laurel, and its digital RF channel changed from UHF 31 to UHF 26. WRDE programming is additionally retransmitted through low-power sister or affiliated facilities, including WRUE-LD near Pocomoke City, Maryland, and digital simulcast arrangements involving WBOC-LD and WSJZ-LD. In July 2023, the station introduced a new identity centered on the CoastTV name. Its current role combines NBC network programming, locally oriented news, syndicated and multicast programming, and distribution through terrestrial, cable, satellite, and related low-power signals.

WRDE-LD signed on May 5, 2004, as W59DZ, a low-power station licensed to Rehoboth Beach, Delaware, and operating on UHF channel 59. Its initial operation included programming from Urban America Television. When that service ceased operations in 2006, the station moved to America One. In 2005, it upgraded its signal and changed its call sign to WRDE-LP. The station later carried MyNetworkTV and Retro Television Network programming beginning in 2007. In early 2014, Cozi TV replaced the Retro Television Network programming blocks. A major transformation followed in June 2014, when WRDE became an NBC affiliate. The station moved NBC to its primary digital channel and placed MyNetworkTV and Cozi TV on a shared secondary channel. The change addressed a longstanding gap in the Delmarva market, where NBC programming had previously been supplied by stations located outside the immediate region. The affiliation also supported broader cable and satellite carriage in Delaware and Maryland. WRDE launched local news programming with evening broadcasts at 6:00 p.m. and 11:00 p.m. In 2016, it added a 5:00 p.m. broadcast, WRDE News Live at 5. Before the station's later integration with WBOC, some newscasts were produced by staff at the Independent News Network in Little Rock, Arkansas. After Draper Holdings acquired the station, WRDE simulcast WBOC's 6:00 p.m. and 11:00 p.m. broadcasts while building a new local news operation. On October 30, 2019, it began airing newscasts anchored from studios in Milton, Delaware, with direction and technical support from WBOC's Salisbury facilities. Its news output expanded again in 2021 to include weekday morning and midday broadcasts. Ownership shifted from Price Hill Television to SagamoreHill Broadcasting in October 2016. In August 2018, Draper Holdings Business Trust announced its planned acquisition of WRDE, and the transaction closed on January 1, 2019. The station consequently became part of the same ownership group as WBOC-TV, a Salisbury-based dual CBS and Fox affiliate, and WBOC-LD, a Telemundo outlet licensed to Cambridge, Maryland. The station's infrastructure and identity also changed during the late 2010s and early 2020s. Its license was transferred from Rehoboth Beach to Salisbury in 2019. On December 31 of that year, the transmitter moved to Laurel, Delaware, and the station changed its digital RF channel from 31 to 26. WRDE programming was made available through additional low-power facilities and simulcasts, including WBOC-LD, WSJZ-LD, and later WRUE-LD near Pocomoke City. In July 2023, the station introduced the CoastTV brand identity, reinforcing its regional positioning while continuing to operate as an NBC affiliate.

• 2023

  CoastTV brand identity introduced

  [1]WRDE-LDen.wikipedia.org

  WRDE Coast TV launched a new identity centered on the CoastTV name.

• 2021

  Programming repeated on WRUE-LD

  [1]WRDE-LDen.wikipedia.org

  WRDE programming began being retransmitted by sister station WRUE-LD near Pocomoke City.

• 2019

  Draper Holdings acquisition completed

  [1]WRDE-LDen.wikipedia.org

  The station became part of the Draper Holdings group alongside WBOC outlets.

• 2019

  License, transmitter, and RF-channel changes

  [1]WRDE-LDen.wikipedia.org

  The license moved to Salisbury, the transmitter moved to Laurel, and the digital RF channel changed from 31 to 26.

• 2016

  SagamoreHill Broadcasting acquisition

  [1]WRDE-LDen.wikipedia.org

  SagamoreHill Broadcasting purchased WRDE from Price Hill Television.

• 2014

  NBC affiliation launched

  [1]WRDE-LDen.wikipedia.org

  WRDE became the Delmarva market's first full-time NBC affiliate based in the region.

• 2007

  MyNetworkTV and Retro Television Network programming added

  [1]WRDE-LDen.wikipedia.org

  WRDE began carrying programming from MyNetworkTV and the Retro Television Network.

• 2005

  Signal upgrade and call-sign change

  [1]WRDE-LDen.wikipedia.org

  The station upgraded its signal and adopted the WRDE-LP call sign.

• 2004

  Station signed on as W59DZ

  [1]WRDE-LDen.wikipedia.org

  The low-power station began broadcasting from Rehoboth Beach, Delaware, on UHF channel 59.

A locally focused NBC television outlet for the Delmarva Peninsula, differentiated by regional news coverage and distribution through a network of low-power and cable, satellite, and digital retransmission services.

• Network television · 2014

  NBC programming

  WRDE's primary service carries NBC network programming for viewers across the Delmarva Peninsula. The affiliation began in June 2014 and gave the region a locally based full-time NBC outlet after years in which viewers depended on out-of-market stations.

• Local television news · 2014

  CoastTV local news

  The station's local news service covers the Delmarva region and operates under the CoastTV identity. It includes weekday morning, midday, and evening broadcasts, plus weekend evening newscasts. News presentation is based in Milton, Delaware, with production and technical support from WBOC facilities in Salisbury.

• Digital subchannels · 2007

  Multicast television services

  WRDE has carried secondary services including MyNetworkTV and Cozi TV, as well as simulcast programming associated with WBOC-LD. These services extend the station group's programming offer beyond the primary NBC channel and are distributed through digital subchannels and related low-power facilities.

• 2023CoastTV brand identity launch

  Delmarva Peninsula

  WRDE Coast TV introduced a new identity built around the CoastTV name, emphasizing the station's regional service area and its local-news orientation.

  Outcome. The station continued operating as an NBC affiliate under the refreshed regional brand.

  Source

• 2019

  Join the Draper Holdings station groupM&A

  Background

  Draper Holdings announced a planned purchase of WRDE in 2018 to place the station alongside WBOC-TV and WBOC-LD.

  Action taken

  The acquisition was completed on January 1, 2019.

  Aftermath

  WRDE gained an ownership relationship with established WBOC operations and used WBOC facilities for production and technical support.

  Source

• 2019

  Rebuild local news productionStrategy

  Background

  Following the ownership change, WRDE temporarily simulcast WBOC newscasts while a dedicated local news operation was developed.

  Action taken

  The station launched newscasts anchored from Milton, Delaware, with direction and operational support from Salisbury.

  Aftermath

  WRDE established a more locally presented news service and later expanded its schedule to mornings and middays.

  Source

• 2019

  Relocate transmitter and change digital RF channelOther

  Background

  The station's technical configuration and licensing arrangements were revised during its integration with the Draper Holdings station group.

  Action taken

  WRDE moved its license to Salisbury, relocated its transmitter to Laurel, and changed its digital RF channel from UHF 31 to UHF 26.

  Aftermath

  The station continued service through its revised Laurel transmission facility and additional simulcast arrangements.

  Source

• 2014

  Secure a full-time NBC affiliationStrategy

  Background

  The Delmarva market lacked a full-time NBC affiliate based in the region, and viewers generally relied on stations from neighboring markets for NBC programming.

  Action taken

  WRDE sought and launched an NBC affiliation, placing NBC programming on its primary digital channel and moving MyNetworkTV and Cozi TV to a shared secondary service.

  Aftermath

  The station became the region's first full-time NBC affiliate and expanded its cable and satellite distribution.

  Source

1. 1WRDE-LDen.wikipedia.org
2. 2WRDE official websitewrde.com