WSLS-TV
WSLS-TV is an NBC-affiliated television station serving the Roanoke–Lynchburg market in Virginia.
Last updated October 14, 2026
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Overview
WSLS-TV, branded on air as 10 News, is a television station licensed to Roanoke, Virginia, and serving the Roanoke–Lynchburg media market. The station is affiliated with NBC and is owned by Graham Media Group, a subsidiary of Graham Holdings Company. Its studios are in downtown Roanoke, while its transmitter is located on Poor Mountain in Roanoke County. The station operates as a local broadcast-news organization, combining NBC network programming with locally produced newscasts, weather coverage, sports reporting, public-affairs programming, lifestyle content and digital journalism. WSLS-TV began broadcasting on December 11, 1952, after Shenandoah Life Insurance Company secured the channel 10 license following a competitive application process. The call letters were associated with Shenandoah Life Stations, and the television station was initially co-owned with the company's WSLS radio outlets. A planned launch on December 10 was interrupted after a storm damaged a studio window, blew a fuse in a control panel and affected equipment near the transmitter. The station successfully began regular operation the following day. It is regarded as Virginia's third-oldest continuously operating television station and the oldest such station west of Richmond. During its first years, WSLS-TV was primarily an NBC affiliate but also carried selected CBS programming because the region's early television infrastructure did not provide complete coverage from the nearest CBS outlet. It also briefly carried ABC programming and DuMont Network programming. After WDBJ-TV signed on in Roanoke, WLVA-TV improved its coverage, and DuMont ceased operations, WSLS-TV settled into its long-term role as the market's primary NBC station. The station also developed locally produced programs, including talk, quiz, entertainment, community-affairs and interview shows. WSLS-TV changed ownership in 1969, when Roy H. Park acquired the station from Shenandoah Life for $7.5 million. The transaction separated the television station from its former radio partners, but WSLS-TV retained the WSLS call sign. Media General acquired Park Communications in 1997, introducing a period of branding and news-operation changes. The station adopted the NewsChannel 10 identity, launched the 10 Listens community-engagement initiative, expanded its news resources and introduced Storm Team 10 weather branding. It later used the 10 News On Your Side identity and became one of the first stations in Virginia to broadcast local news in high definition. The station has experimented with both hard-news and community-oriented approaches. In 1992, its Spirit of Virginia campaign promoted a more locally focused, feature-driven news philosophy. The strategy was replaced in 1995 by a harder-news emphasis. WSLS-TV also produced a 10 p.m. newscast for Fox affiliates WFXR and WJPR from 1996 until the agreement ended in 2015, when WFXR established its own news operation. Lifestyle programming has included Our Blue Ridge and its successor, Daytime Blue Ridge, while the station restored a conventional weekday noon newscast in 2014. In 2016, Nexstar Broadcasting Group agreed to acquire Media General. Because Nexstar already controlled other stations in the Roanoke–Lynchburg market and regulatory limits restricted the creation of a duopoly, WSLS-TV was sold to Graham Media Group. The Federal Communications Commission approved the transaction in January 2017, and Graham completed the acquisition on January 17, 2017. Following the change in ownership, the station introduced new graphics, music and the 10 News identity with the slogan Working for You. WSLS-TV moved into a new downtown Roanoke facility in 2019 after purchasing and converting a warehouse on Fifth Street. Its broadcast service is distributed through digital channel 10, with additional multicast services including classic-television programming. The station ended analog broadcasting on June 12, 2009, as part of the nationwide U.S. digital transition. Its continuing role is that of a regional NBC affiliate with a strong emphasis on local news, weather, community issues and audience service.
History
WSLS-TV was established by Shenandoah Life Insurance Company to operate on channel 10 in Roanoke, Virginia. The station's call letters reflected the company's Shenandoah Life Stations identity and were shared initially with related radio outlets. Following a licensing contest involving several local applicants, Shenandoah Life received authorization to operate the television station. The station's first planned broadcast was interrupted on December 10, 1952. A storm broke a studio window, caused an electrical failure in a control panel and affected equipment near the transmitter. WSLS-TV completed its launch on December 11. Its original news and presentation staff included Tom Wright, Joe Moffatt and Ed Thomas. Moffatt later became Virginia's first television editorialist when he began presenting daily editorials in 1961. WSLS-TV moved from the Shenandoah Building on First Street to a new Third Street studio in 1955. Its early schedule was shaped by the limited reach of other stations in the region. Although NBC was its primary affiliation, the station carried a substantial amount of CBS programming during its first two years. It also carried selected ABC programs after the failure of a proposed Roanoke ABC station and broadcast DuMont Network programming, including National Football League coverage, from 1952 through 1954. By 1955, the launch or expansion of competing stations and the collapse of DuMont allowed WSLS-TV to concentrate on NBC programming. The station developed a range of locally produced programs during the 1950s and 1960s, including Echo, Klub Kwiz, Ebb and Andy, Spectrum, Glen Howell, Cactus Joe and Profile. It also produced early local talk and community programs. Betty Bond hosted one of Roanoke's first local television talk shows, while Profile, hosted by Priscilla Young and Kit Johnson, received a Virginia Associated Press Broadcasters award in 1962. Later community-affairs programming included Reaching Out, hosted by Greta Evans beginning in 1983. WSLS-TV was an early adopter of several broadcasting technologies and formats. The station was described as the first in its market to broadcast in full color, use a remote location for a telecast, use videotape, employ electronic news-gathering equipment, broadcast network programs in stereo and present local news in high definition. These technical developments supported the station's long-term emphasis on locally originated news and production. In 1969, Roy H. Park bought WSLS-TV from Shenandoah Life for $7.5 million. The sale separated the television station from its radio sisters, which later used different call signs, while the television operation retained WSLS-TV. Park ownership continued until Media General acquired Park Communications in 1997. Media General aligned the station's branding with its broader television portfolio, relaunching the news operation as NewsChannel 10 in April 1997 and introducing the 10 Listens campaign. That initiative used community forums to gather viewer concerns and reporting leads, although the forum model was eventually discontinued. The Media General period brought additional investment in local journalism. WSLS-TV obtained a satellite news-gathering truck and expanded coverage beyond Roanoke. In 2001, it established bureaus in Martinsville and Bedford to cover communities in the eastern and southern sections of the market. Later, some coverage was coordinated with Media General newspaper properties, but that arrangement ended after the newspapers were sold in 2012. The station subsequently relied more heavily on its own resources for those areas. WSLS-TV's news identity changed several times. Storm Team 10 was introduced in 1997 to make weather coverage more prominent and to present meteorologists as a coordinated team. In 2007, the station adopted WSLS 10 On Your Side, updated its graphics and launched local high-definition news. It later dropped the On Your Side slogan in 2012. News scheduling also evolved: the station expanded its evening news block, added a 7 p.m. newscast in 2009, experimented with the lifestyle program Our Blue Ridge in 2010, revised it as Daytime Blue Ridge in 2011, and restored a traditional noon newscast in 2014. From 1996 to 2015, WSLS-TV produced a 10 p.m. newscast for Roanoke Fox affiliates WFXR and WJPR. The agreement ended when WFXR established its own news department. In 2016, Nexstar announced an agreement to acquire Media General. Because Nexstar already owned other stations serving the market and the market's station count did not support a duopoly under the applicable rules, WSLS-TV was selected for divestiture. Graham Media Group agreed to buy the station for $120 million. The FCC approved the transaction in January 2017, and the sale closed on January 17. Following the acquisition, WSLS-TV introduced a new visual identity, music package and the 10 News name, accompanied by the Working for You slogan. In 2018, the station announced plans to purchase and convert a warehouse on Fifth Street into a new studio. The facility debuted on air on April 29, 2019, replacing the earlier downtown location. The station remains an active NBC affiliate with locally produced news, weather, sports, community-affairs and lifestyle programming, supplemented by digital services and multicast channels.
- 2019
New Fifth Street studio debuts
[1]The station begins broadcasting from its converted warehouse facility in downtown Roanoke.
- 2017
Graham Media Group takes ownership
[1]The sale from Media General to Graham Media Group is completed on January 17.
- 2015
WFXR news agreement ends
[1]WSLS-TV stops producing the Fox affiliates' 10 p.m. newscast.
- 2014
WSLS 10 at Noon launches
[1]A conventional weekday noon newscast returns to the schedule.
- 2011
Daytime Blue Ridge replaces Our Blue Ridge
[1]The lifestyle format is revised and relaunched under a new name.
- 2010
Our Blue Ridge launches
[1]The station replaces its traditional weekday noon newscast with a lifestyle and entertainment program.
- 2009
Analog broadcasting ends
[1]The station ends regular analog transmission on June 12 as part of the nationwide U.S. digital television transition.
- 2007
Local news transitions to high definition
[1]WSLS-TV launches high-definition local newscasts and adopts the WSLS 10 On Your Side identity.
- 2001
Martinsville and Bedford bureaus open
[1]The station expands its regional reporting infrastructure with bureaus serving eastern and southern parts of the market.
- 1997
Media General becomes owner
[1]Media General acquires Park Communications and takes control of WSLS-TV.
Products and positioning
A locally focused NBC affiliate positioned around regional news, weather, community service and audience responsiveness across southwest and central Virginia.
Local television news · 2017
10 News
WSLS-TV's current local-news identity, covering the Roanoke–Lynchburg region through weekday and weekend newscasts, breaking-news reports, investigative and feature journalism, community stories, sports and digital video. The identity developed from earlier NewsChannel 10 and WSLS 10 On Your Side branding and is paired with the Working for You slogan.
Weather service · 1997
Storm Team 10
WSLS-TV's weather-reporting identity, created to give meteorological coverage a stronger and more coordinated presence in the station's news operation. The branding emphasizes a team-based approach to forecasts, severe-weather information and regional weather alerts.
Lifestyle and community program · 2011
Daytime Blue Ridge
A daytime program focused on community, lifestyle, entertainment and regional-interest topics. It evolved from Our Blue Ridge and was revised in 2011 with Mike Wilson joining Natalie Faunce as co-host. The program was later shortened when a traditional noon newscast returned.
Local television newscast · 2014
WSLS 10 at Noon
A weekday midday local newscast introduced to restore a conventional news format to WSLS-TV's schedule after the station's experiment with a lifestyle-focused noon program.
Syndicated local newscast production · 1996
Fox 10 O'Clock News
A 10 p.m. newscast produced by WSLS-TV for Roanoke Fox affiliates WFXR and WJPR under a news-sharing arrangement. The production began in 1996 and ended in 2015 when WFXR launched its own news department.
Digital television
WSLS-TV digital multicast services
Additional digital services carried by the station have included a classic-television entertainment service on digital subchannel 10.2 and MeTV on digital subchannel 10.3. Subchannel programming and branding may change over time.
Marketing campaigns
- 2017Working for You
Roanoke–Lynchburg
The current station-positioning slogan introduced alongside the 10 News identity after Graham Media Group acquired WSLS-TV.
Outcome. The slogan became part of the station's post-acquisition branding and audience-service positioning.
- 2007WSLS 10 On Your Side
Roanoke–Lynchburg
A branding campaign associated with a new set, updated graphics and the introduction of local high-definition newscasts.
Outcome. The slogan was dropped in 2012 as the station changed its graphics and news presentation.
- 199710 Listens
Roanoke–Lynchburg
A community-engagement initiative launched with the NewsChannel 10 rebrand. Community forums gave viewers opportunities to discuss local concerns directly with anchors and station management.
Outcome. The forum concept was eventually abandoned, although it generated story ideas and was intended to improve the station's local image.
- 1992The Spirit of Virginia
Roanoke–Lynchburg
A station-promotion and news-positioning campaign that emphasized a down-home tone, feature reporting and community-oriented coverage.
Outcome. The campaign ended in September 1995 when WSLS-TV shifted toward a harder-news presentation.
Brand decisions
2019
Move to the Fifth Street studioOtherBackground
WSLS-TV sought a larger and more modern facility for its production and news operations.
Action taken
The station purchased and converted a warehouse on Fifth Street in Roanoke and began broadcasting from it on April 29.
Aftermath
The new building became the station's primary studio and newsroom facility.
2017
Sale to Graham Media GroupM&ABackground
Nexstar's planned acquisition of Media General created ownership overlap in the Roanoke–Lynchburg market and required divestiture of WSLS-TV.
Action taken
Graham Media Group agreed to acquire WSLS-TV for $120 million. The FCC approved the transaction on January 11, 2017, and the sale closed on January 17.
Aftermath
The station introduced new graphics, music and the 10 News identity with the Working for You slogan.
Acquisition price. $120 million (2016 announced transaction; completed January 17, 2017)
2015
End of the WFXR news-sharing agreementStrategyBackground
WSLS-TV had produced a Fox-affiliate 10 p.m. newscast since 1996.
Action taken
The station ended the agreement when WFXR launched its own in-house news department.
Aftermath
WSLS-TV no longer produced the Fox affiliates' late-evening newscast after October 1, 2015.
2014
Return of the weekday noon newscastStrategyBackground
The station had used a lifestyle program in the noon period since 2010.
Action taken
WSLS-TV launched WSLS 10 at Noon and moved Daytime Blue Ridge to a 12:30 p.m. start with a shorter running time.
Aftermath
The decision restored a conventional midday news offering to the schedule.
2010
Replacement of the noon newscast with Our Blue RidgeProduct launchBackground
WSLS-TV tested a lifestyle and entertainment format as an alternative to a traditional midday news program.
Action taken
The station launched Our Blue Ridge with Natalie Faunce and Jay Prater.
Aftermath
The format did not achieve the desired ratings response and was revised as Daytime Blue Ridge in 2011.
1997
Launch of the 10 Listens community-forum modelStrategyBackground
Media General's acquisition of Park Communications brought new investment and a broader repositioning of the station's news operation.
Action taken
WSLS-TV introduced community forums through which viewers could communicate with news anchors and management about local concerns.
Aftermath
The forums produced story ideas and were credited with helping the station's image, but the format was later discontinued.
1997
Introduction of Storm Team 10StrategyBackground
The station sought to strengthen the prominence and consistency of weather coverage.
Action taken
WSLS-TV created the Storm Team 10 identity and initially emphasized meteorological teamwork rather than a single chief meteorologist title.
Aftermath
The chief meteorologist title was later restored with the addition of weathercaster Ros Runner in 2007.
1995
Shift from community-oriented branding to hard newsStrategyBackground
WSLS-TV had used The Spirit of Virginia to emphasize a down-home, feature-oriented news philosophy.
Action taken
The station ended the campaign and revised its visual identity and editorial emphasis toward harder news.
Aftermath
The change marked a new phase in the station's news positioning before its later NewsChannel 10 rebrand.
Recent events
- 2019
WSLS-TV opens its Fifth Street studio[1]
Product launch
The station began broadcasting from a converted warehouse on Fifth Street in downtown Roanoke.
- 2017
Graham Media Group acquires WSLS-TV[1]
M&A
WSLS-TV was sold to Graham Media Group in connection with Nexstar's acquisition of Media General and completed the ownership transition on January 17.
- 2017
WSLS-TV rebrands as 10 News[1]
Campaign · Leadership change
After the Graham acquisition, the station introduced new graphics and music and adopted the 10 News identity with the Working for You slogan.
- 2015
WSLS-TV ends the WFXR news-sharing agreement[1]
Other
The station stopped producing WFXR's 10 p.m. newscast after the Fox affiliate launched its own in-house news department.
- 2014
WSLS-TV restores its weekday noon newscast[1]
Product launch
WSLS 10 at Noon returned to the schedule, with Daytime Blue Ridge moved to a later and shorter time slot.
- 2011
WSLS-TV launches Daytime Blue Ridge[1]
Product launch
The station reworked Our Blue Ridge into Daytime Blue Ridge, retaining a focus on lifestyle, entertainment and community topics.
- 2007
WSLS-TV launches a high-definition local newscast[1]
Product launch · Product generation
The station updated its branding and began broadcasting local news in high definition, described as the first such local newscast in Virginia.
- 1997
Media General acquires Park Communications[1]
M&A · Leadership change
The acquisition transferred WSLS-TV to Media General and was followed by a NewsChannel 10 rebrand and expanded news investment.
- 1997
WSLS-TV adopts the 10 Listens initiative[1]
Campaign
The station introduced community forums intended to gather viewer concerns and generate local reporting ideas.
- 1996
WSLS-TV begins producing a Fox affiliate newscast[1]
Other
WSLS-TV entered an agreement with Grant Broadcasting to produce a 10 p.m. newscast for WFXR and WJPR.
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