WVLA-TV

WVLA-TV is a full-power television station serving the Baton Rouge, Louisiana, market. Broadcasting on virtual channel 33, it is affiliated with NBC and is associated with the local news and digital brand BRProud. The station is owned by White Knight Broadcasting and operated by Nexstar Media Group, which also manages several other Baton Rouge outlets, including Fox affiliate WGMB-TV, CW outlet WBRL-CD, and independent station KZUP-CD. The stations share facilities on Perkins Road, while WVLA-TV’s transmitter is located near Addis, Louisiana. The station began broadcasting on October 16, 1971, under the call sign WRBT. It was established by Romac Baton Rouge Corporation, whose principals included Southern Educators Life Insurance Company and local businessmen Richard O. Rush and Ramon V. Jarrell. The call letters were associated with Romac Broadcasting Television. Its launch gave Baton Rouge a third commercial television station and an over-the-air ABC affiliate at a time when ABC programming was carried only through limited clearances on the market’s existing stations. Because Baton Rouge had historically lacked a third VHF allocation, the station operated on the UHF band, whose commercial viability had improved as all-channel television receivers became more common. In March 1976, Rush Broadcasting Corporation, controlled by Jules B. LeBlanc and Cyril Vetter, acquired the station. A major programming change followed in 1977. WBRZ-TV moved from NBC to ABC, while WRBT assumed the NBC affiliation on September 5 of that year. The station remained under Vetter’s control after he acquired LeBlanc’s interest in 1979. It later became one of the first Baton Rouge stations, and the first NBC affiliate in Louisiana, to broadcast in stereo, beginning in 1986. The station adopted the WVLA call sign in November 1987 after completing a tower upgrade that strengthened its service area. During 1990 and 1991 it temporarily carried selected Fox programs in addition to NBC programming. In 1996, Vetter sold WVLA to White Knight Broadcasting, creating an ownership and operating relationship with Communications Corporation of America, whose portfolio included WGMB. The stations eventually consolidated operations, first moving to shared facilities in the late 1990s and later settling at the Perkins Road studios. WVLA’s news operation has changed substantially over time. The station canceled its traditional evening newscasts in 1989 in favor of entertainment programming, then rebuilt local news output in the 2000s. Its news schedule expanded to include morning, midday or evening, and late-night broadcasts, although portions of the operation were at times produced by sister-station personnel outside Baton Rouge. Coverage of the 2010 Deepwater Horizon oil disaster led to locally branded programming focused on the consequences for coastal Louisiana. In 2015, the station introduced the Local 33 identity, a redesigned studio and graphics package, additional talent, and high-definition newscasts. Nexstar acquired the Communications Corporation of America station group in a transaction completed on January 1, 2015. WVLA continues to operate as a local NBC affiliate within Nexstar’s broader station group. Its programming has included NBC network content, locally produced news and weather, syndicated entertainment, and digital multicast services such as Laff, Ion Television, and Antenna TV. In January 2025, WVLA and WGMB unified their locally produced newscasts under the Louisiana First News identity, accompanied by new graphics and music.

WVLA-TV signed on October 16, 1971, as WRBT, an ABC affiliate created by Romac Baton Rouge Corporation. Its founding group included Southern Educators Life Insurance Company and local businessmen Richard O. Rush and Ramon V. Jarrell. The station’s launch reflected the gradual development of UHF television in Baton Rouge. Although the market was large enough to support another commercial station, the city’s two established VHF channels were already occupied by WBRZ-TV and WAFB-TV. Earlier efforts to bring a proposed Houma station to the Baton Rouge area had been opposed, in part because regulators and incumbent broadcasters favored the development of UHF service. By the late 1960s, the spread of all-channel television receivers made a UHF station more practical. WRBT initially broadcast a limited daily schedule from temporary facilities on Florida Boulevard. It later moved to studios on Essen Lane, where it remained until the late 1990s. In March 1976, Rush Broadcasting Corporation, owned by Jules B. LeBlanc and Cyril Vetter, purchased the station. Vetter acquired LeBlanc’s interest in 1979 and became the sole owner. The most important early programming development came in 1977, when WBRZ sought and obtained the ABC affiliation. WRBT then became an NBC affiliate on September 5, 1977, airing NBC Nightly News as its first program under the new relationship. The station expanded its technical capabilities during the 1980s. On May 2, 1986, it became the first local Baton Rouge station and the first NBC affiliate in Louisiana to broadcast in stereo. On November 26, 1987, the call sign changed from WRBT to WVLA after the station constructed a taller, more powerful transmission tower. From 1990 into early 1991, WVLA also carried selected Fox programming on a delayed basis, including programs such as The Simpsons, In Living Color, and Married... with Children. WVLA’s programming history includes several notable decisions involving NBC’s late-night schedule. In September 1983, management removed Late Night with David Letterman because of weak ratings and substituted reruns of All in the Family. A petition signed by thousands of LSU students, together with lobbying by other local figures, helped persuade the station to return the program. In 1992, the station again replaced Letterman, this time with Rush Limbaugh’s talk program, although it carried Late Night with Conan O’Brien when that show debuted the following year. In 1996, Vetter sold the station to White Knight Broadcasting, owned by Sheldon Galloway. The transaction linked WVLA with Communications Corporation of America, controlled by Thomas Galloway and associated with Fox affiliate WGMB-TV. The stations later began operating from shared facilities, moving to their present Perkins Road location around 1999–2000. WVLA was commonly branded as NBC 33, apart from a short period of alternative branding in the early 2000s. The station’s local news strategy fluctuated. Traditional 6 p.m. and 10 p.m. newscasts were canceled in 1989 after weak ratings, and the station temporarily emphasized entertainment programming. A morning program, Morning Edition, was introduced in the same period but was discontinued in 2005. News was rebuilt beginning in 2007, with new 5 p.m., 6 p.m., 10 p.m., and morning broadcasts. Weekend news began in 2008, with some production handled by sister station KETK-TV in Texas. Following staff reductions in 2009, several weekday evening newscasts also originated from KETK, while the morning program continued to be produced in Baton Rouge. During the 2010 Deepwater Horizon disaster, WVLA restored locally produced coverage under the Crisis on the Coast title. The station moved its news broadcasts to 16:9 standard definition in 2010 and later expanded its morning schedule and added a 6:30 p.m. newscast. Nexstar Broadcasting Group announced the acquisition of the Communications Corporation of America station group in 2013. The original regulatory plan contemplated transferring WVLA and KZUP-CD to Mission Broadcasting, but Mission withdrew its application in 2014. The transaction closed on January 1, 2015, after which Nexstar operated WVLA under a shared-services structure. In 2015, WVLA and WGMB launched the BRProud website, and WVLA introduced the Local 33 News identity, new facilities and graphics, expanded staffing, and high-definition newscasts. It also briefly supplied programming and news simulcasts to Lafayette NBC outlet KLAF-LD. In 2025, WVLA and WGMB introduced Louisiana First News as a unified title for their jointly produced newscasts.

1. 2025Louisiana First News introduced

   WVLA and WGMB placed their jointly produced newscasts under a common title and visual package.

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2. 2015Nexstar operations begin

   Nexstar completed its acquisition of the station group and began operating WVLA under shared services.

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3. 2015Local 33 News launched

   WVLA introduced a new local-news identity, upgraded its set and graphics, and began HD news production.

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4. 2009Analog transmission ends

   WVLA ended its analog signal on June 12 as part of the United States digital television transition.

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5. 1996White Knight Broadcasting acquisition

   White Knight Broadcasting purchased WVLA, linking it with the Communications Corporation of America station group.

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6. 1987Call sign changes to WVLA

   A tower upgrade accompanied the adoption of the WVLA call letters.

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7. 1986Stereo broadcasting introduced

   The station became the first Baton Rouge station and first Louisiana NBC affiliate to broadcast in stereo.

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8. 1977NBC affiliation begins

   WRBT switched from ABC to NBC on September 5 after WBRZ-TV moved to ABC.

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9. 1976Rush Broadcasting acquisition

   Rush Broadcasting Corporation acquired the station from its founding ownership group.

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10. 1971Station launch

    WRBT began broadcasting on October 16 as Baton Rouge’s ABC affiliate.

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A local NBC network affiliate combining Baton Rouge news, weather, sports, community information, and network entertainment with regional digital and multicast distribution.

• WVLA-TV NBC serviceBroadcast television1977

  The station’s primary service carries NBC network programming together with locally scheduled news, weather, public-affairs, syndicated, and community programming for the Baton Rouge market.

• Local television newsNews broadcasting1980

  WVLA has operated multiple generations of local newscasts, including morning, evening, and late-night broadcasts. News production has sometimes been shared with sister stations, while major regional events such as the Deepwater Horizon oil spill have received dedicated local coverage.

• Digital multicast servicesDigital television2006

  WVLA’s digital signal has carried several secondary services over time, including NBC Weather Plus, This TV, locally branded weather and news programming, Laff, Ion Television, and Antenna TV.

• BRProudDigital news platform2015

  BRProud is the shared digital identity and website associated with WVLA and related Baton Rouge stations. It distributes local news, weather, video, and station information beyond the linear broadcast signal.

• 2025Louisiana First News

  Baton Rouge, Louisiana

  WVLA and WGMB launched a shared news identity with new graphics and music for their jointly produced local broadcasts.

  Outcome. The stations’ news output was presented under a common regional brand.

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• 2015Local 33 News relaunch

  Baton Rouge, Louisiana

  WVLA introduced the Local 33 News brand, redesigned its studio and graphics, added on-air personnel, and upgraded its newscasts to high definition.

  Outcome. The station adopted a more unified Nexstar-style presentation and continued using the Local 33 identity for its news operation.

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• 2025Louisiana First News brandingProduct launch

  WVLA and WGMB jointly produced local broadcasts and sought a common identity for their news output.

  What changed. The stations launched new graphics and music under the Louisiana First News title.

  Aftermath. The shared title became the umbrella identity for the stations’ jointly produced newscasts.

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• 2015High-definition news and Local 33 relaunchProduct launch

  Nexstar refreshed the station’s local presentation after taking operational control.

  What changed. WVLA introduced Local 33 News, a new set and graphics, additional talent, and HD newscasts.

  Aftermath. The station aligned its presentation with a broader group branding strategy.

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• 2013Acquisition by Nexstar announcedM&A

  Nexstar sought to acquire the Communications Corporation of America station group, including WVLA-related operations.

  What changed. Nexstar announced the group acquisition; a proposed transfer of WVLA and KZUP-CD to Mission Broadcasting was later withdrawn.

  Aftermath. The transaction closed on January 1, 2015, with Nexstar operating WVLA under shared services.

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• 1989Cancellation of traditional evening newscastsStrategy

  WVLA faced weak ratings against established Baton Rouge competitors WAFB-TV and WBRZ-TV.

  What changed. The station canceled its 5 p.m. and 10 p.m. newscasts and emphasized syndicated entertainment programming.

  Aftermath. The station’s reported audience share increased from approximately 3 percent to 7 percent, while local news was later rebuilt.

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• 1983Temporary removal of Late Night with David LettermanStrategy

  Management cited weak local ratings for the program and replaced it with reruns of All in the Family.

  What changed. The station removed Letterman, then restored the program after student and community pressure.

  Aftermath. The episode attracted national attention and demonstrated local audience resistance to the programming change.

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• 1977Switch from ABC to NBCStrategy

  WBRZ-TV pursued the ABC affiliation while ABC was seeking a stronger Baton Rouge outlet. WRBT therefore moved to NBC after WBRZ changed networks.

  What changed. WRBT became an NBC affiliate on September 5, 1977.

  Aftermath. The NBC affiliation became the station’s central network relationship and remains in place.

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• 2015Derek Myers dismissal and Vitter advertising disputeControversy

  WVLA fired on-air personality Derek Myers after he questioned gubernatorial candidate David Vitter about allegations that Vitter had patronized prostitutes. Vitter’s campaign responded by removing a large amount of advertising from the station. The incident occurred amid the broader political controversy surrounding Vitter’s previously acknowledged connection to the so-called DC Madam scandal.

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• 2025WVLA and WGMB launch Louisiana First News

  The two stations introduced new graphics and music and placed their jointly produced newscasts under the Louisiana First News title.

  Product launchCampaign
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• 2015WVLA adopts Local 33 identity and HD news

  The station introduced a new news brand, studio, graphics, staffing changes, and high-definition newscasts.

  CampaignProduct generation
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• 1977WRBT switches from ABC to NBC

  After WBRZ-TV moved to ABC, WRBT became Baton Rouge’s NBC affiliate on September 5.

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• 1971WVLA-TV begins broadcasting as WRBT

  The Baton Rouge station signed on October 16 as WRBT, initially affiliated with ABC.

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1. WVLA-TV
2. WVLA-TV official website