WWBT

WWBT is a full-power television station serving Richmond, Virginia, and the surrounding Central Virginia market. The station broadcasts on virtual channel 12 and is affiliated with NBC. Its local identity is commonly presented through the NBC 12 and 12 On Your Side brands. WWBT is owned by Gray Media and operates alongside CW affiliate WUPV, whose license is based in Ashland, Virginia. Both stations share facilities on Midlothian Turnpike in Richmond, and WWBT's transmission facilities are located at the same general site. A low-power translator, WRID-LD, extends the station's principal programming through a virtual channel associated with WWBT. The station began broadcasting on April 29, 1956, as WRVA-TV. Its original license was awarded after a contest for Richmond's third television frequency. The successful applicant was Richmond Television Corporation, which had ties to the Larus and Brother Tobacco Company interests. Because WRVA radio had a long-standing CBS affiliation, the new television station initially joined CBS. That arrangement ended in 1960 when CBS returned to the market's established station, WTVR-TV. WRVA-TV then became an ABC affiliate, before moving to NBC in 1965. This network history gives WWBT an unusual place in American television: it has been a primary affiliate of all three original major commercial networks, CBS, ABC, and NBC. During its early years, the station struggled with limited resources and a signal that was stronger across the wider region than in some parts of Richmond and nearby suburbs. It nevertheless developed a reputation for live coverage of local events. The news operation began almost immediately after sign-on and gradually expanded through facility renovations in the 1970s and an addition completed in 1978. The station also produced local programming, including The Sailor Bob Show, a children's program that ran from 1959 through 1969. Ownership changed in the late 1960s. After the death of Larus and Brother president William T. Reed, the company reorganized its holdings and selected Jefferson Standard Insurance Company as the buyer of the television station. Jefferson Standard requested a call-sign change, and WRVA-TV became WWBT on November 28, 1968. The new owner invested in studio improvements, equipment, transmission facilities, and the news department. By the early 1980s, WWBT had become the highest-rated station in the Richmond market and was also regarded as one of NBC's stronger affiliates during the network's ratings rise. The station later passed through the corporate ownership of Jefferson-Pilot, Lincoln Financial Media, and Raycom Media. Jefferson-Pilot became the station's corporate home after that company adopted the name Jefferson-Pilot Corporation. In 2006, its broadcast assets moved into Lincoln Financial Media following the merger of Jefferson-Pilot and Lincoln Financial Group. Lincoln Financial announced the sale of WWBT and other television properties to Raycom Media in 2007. The transaction created a regulatory ownership complication because Raycom already owned Richmond competitor WTVR-TV. Raycom retained WWBT and eventually exchanged WTVR in a separate transaction. Gray Television announced its merger with Raycom in 2018. The transaction was approved late that year and completed on January 2, 2019, placing WWBT and WUPV under Gray's ownership. Today, WWBT's business centers on local news, weather, sports, emergency information, syndicated programming, NBC network programming, digital video, and multicast distribution. It has expanded its local schedule over time and, as of September 2023, produces more than 67 hours of local content each week, including new afternoon and early-evening broadcasts. Its positioning combines network affiliation with a highly localized news and service proposition for viewers in the Richmond area.

WWBT began operations on April 29, 1956, under the call sign WRVA-TV. It was created to serve Richmond's third television frequency after a competition involving Larus and Brother Tobacco Company and Richmond Television Corporation, a predecessor associated with Richmond Television. The Federal Communications Commission favored the successful applicant partly because it did not also own a newspaper, reflecting contemporary concern about excessive concentration of newspaper and broadcasting ownership. The station opened from a converted agricultural building near its present Richmond-area facilities. It initially affiliated with CBS because WRVA radio had a strong relationship with that network. The television station, however, had difficulty gaining traction. Its transmission design emphasized broad regional coverage but produced a comparatively weak signal in portions of Richmond and nearby suburbs. CBS returned to WTVR-TV in 1960, leaving WRVA-TV to join ABC. After several years of improved performance, the station moved to NBC in 1965. Along with WTVR, it became one of the relatively few American stations to have been a primary affiliate of each of the three original major commercial networks. Local news was part of the station's operation from its second day on the air. The early news staff worked in constrained quarters, but the station built a reputation for live coverage of local events. Renovations in the early 1970s allowed the department to expand, and a further facility addition in 1978 provided more space. The station also created locally originated programming, including The Sailor Bob Show, which aired from 1959 to 1969. Larus and Brother began separating its interests after the death of longtime president William T. Reed in 1966. Jefferson Standard Insurance Company ultimately acquired the television station. Because of regulatory restrictions and signal overlap involving the company's existing clear-channel radio interests, Jefferson Standard did not acquire the related radio stations. The television station changed its call sign from WRVA-TV to WWBT on November 28, 1968. Jefferson Standard modernized the studio, replaced aging equipment, enlarged the news operation, and improved the transmitter's coverage of Richmond. By the early 1980s, WWBT had moved from a persistent third-place position to the top of the Richmond ratings. The station benefited from its investments, its stronger local operation, and NBC's growing national performance during the decade. Jefferson Standard later became Jefferson-Pilot Corporation. In 1999, WWBT added a secondary WB affiliation, carrying selected WB and Kids' WB programming outside its principal NBC schedule. The arrangement ended in 2006 when WB programming moved to WUPV following the creation of The CW. Corporate ownership changed again when Jefferson-Pilot merged with Lincoln Financial Group. The transaction closed in 2006, and the television properties operated under Lincoln Financial Media. In November 2007, Lincoln Financial announced the sale of WWBT and other broadcast assets to Raycom Media. The transaction required careful handling because Raycom already owned WTVR-TV, one of Richmond's other major stations. Raycom retained WWBT and later disposed of WTVR through a separate transaction after regulatory complications involving proposed buyers. WWBT entered the digital era through the federally mandated analog shutdown on June 12, 2009. Its digital operation moved from a temporary UHF assignment to VHF channel 12, but some viewers reported reception problems, particularly with indoor antennas. The station subsequently sought increased transmission power. Its multicast services also evolved: a local weather service replaced NBC Weather Plus after that service ended, and MeTV later occupied the relevant digital subchannel. Additional multicast arrangements included a Justice Network service and the distribution of WUPV programming. The news operation expanded through production agreements with other Richmond stations. Beginning in 1994, WWBT produced a prime-time newscast for Fox affiliate WRLH-TV, later expanding it to an hour. It also produced a newscast for WUPV beginning in 2009 and a weekday morning program for WRLH beginning in 2012. WWBT introduced new weekday broadcasts at 3 p.m. and 7 p.m. in September 2023, bringing its local output to more than 67 hours each week. Gray Television announced its merger with Raycom in June 2018. The transaction received approval in December and closed on January 2, 2019. WWBT remains a Gray-owned NBC affiliate, with a business model built around local journalism, weather and emergency coverage, network programming, digital publishing, multicast channels, and regional advertising.

1. 2023Local schedule expands

   WWBT launches weekday 3 p.m. and 7 p.m. newscasts.

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2. 2019Gray Television becomes owner

   Gray completes its merger with Raycom and adds WWBT to its station group.

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3. 2009Analog broadcasting ends

   WWBT ends its analog transmission and continues digitally on VHF channel 12.

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4. 2008Raycom assumes control

   Raycom formally takes control of WWBT on April 1.

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5. 1999Secondary WB affiliation added

   WWBT begins airing selected WB and Kids' WB programming outside its primary NBC schedule.

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6. 1994Prime-time news production for WRLH begins

   WWBT enters a news-sharing arrangement that creates Richmond's first nightly Fox prime-time newscast.

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7. 1980WWBT reaches the top of the Richmond market

   By the early 1980s, the station is described as the market's highest-rated station.

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8. 1968Call sign changes to WWBT

   Following Jefferson Standard's acquisition, the station adopts the WWBT call sign on November 28.

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9. 1965NBC affiliation begins

   WRVA-TV becomes an NBC affiliate, establishing its third major-network affiliation.

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10. 1960CBS affiliation ends

    CBS returns to WTVR-TV, and WRVA-TV moves to ABC.

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11. 1956WRVA-TV begins broadcasting

    The station signs on April 29 as a CBS affiliate serving the Richmond market.

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A locally focused NBC affiliate combining regional news, weather, public-service information, network programming, and digital distribution for the Richmond and Central Virginia market.

• NBC 12 local newsLocal television news1956

  WWBT's core local-news service covers Richmond and Central Virginia through morning, midday, afternoon, evening, and late-night broadcasts. Coverage includes local government, community affairs, education, crime, transportation, sports, and regional events. The operation is supported by field reporting, live transmission, weather resources, and digital publishing.

• First Warning WeatherWeather service

  The station's weather proposition combines broadcast forecasts, severe-weather coverage, radar information, alerts, and online updates. WWBT operates its own First Warning Live Doppler resource and also uses National Weather Service radar data to support forecasts and storm reporting.

• Fox Richmond Morning NewsProduced local newscast2012

  This weekday morning newscast is produced by WWBT for WRLH-TV. It extends the station's news-production business beyond its own NBC schedule and uses members of WWBT's morning news team.

• The CW News at 6:30Produced local newscast2009

  WWBT began producing this weeknight newscast for WUPV in 2009. The program was designed to provide local news during the early evening period and compete with national newscasts carried by the major broadcast networks.

• Multicast programmingDigital television services

  WWBT's digital transmission supports additional services beyond its main NBC feed. The station previously carried a local weather channel after NBC Weather Plus ended, later replaced that service with MeTV, and subsequently added other multicast offerings including Justice Network. It also carries WUPV's main channel in connection with WUPV's ATSC 3.0 operation.

• 12 On Your Side

  Richmond · Central Virginia

  WWBT's consumer- and community-oriented station identity emphasizes local service, practical information, and advocacy-style reporting under the 12 On Your Side branding.

  Outcome. The identity remains central to the station's local-news positioning.

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• 2023WWBT expands its weekday local-news scheduleProduct launch

  The station sought to increase locally produced content and broaden coverage across the afternoon and early evening.

  What changed. WWBT launched First Look at 3 at 3 p.m. and 12 On Your Side Tonight at 7 p.m.

  Aftermath. The additions brought total local output to more than 67 hours per week, according to the station's reference material.

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• 2018Gray Television announces merger with RaycomM&A

  Raycom and Gray combined their television station portfolios in a major broadcasting-sector transaction.

  What changed. Gray agreed to merge Raycom's owned stations, including WWBT, into Gray's corporate structure.

  Aftermath. The merger closed on January 2, 2019, and WWBT became a Gray-owned station.

  Announced cash-and-stock transaction value. $3.6 billion (Announced June 2018)

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• 2009WWBT transitions to digital VHF broadcastingGeneration change

  The United States completed its federally mandated full-power television transition from analog to digital broadcasting.

  What changed. WWBT shut down its analog channel 12 signal and moved its post-transition digital operation to VHF channel 12.

  Aftermath. Some viewers reported reception difficulties, leading the station to seek a power increase.

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• 2007Lincoln Financial agrees to sell WWBT to RaycomM&A

  Lincoln Financial Media chose to exit television broadcasting and announced the sale of WWBT and other broadcast assets.

  What changed. The company agreed to sell the station to Raycom Media.

  Aftermath. Raycom had to address ownership limits because it already owned WTVR-TV in the Richmond market; WWBT was retained and WTVR was later divested.

  Reported transaction value. $583 million (Announced November 2007)

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• 1994WWBT begins producing prime-time news for WRLHStrategy

  Richmond's Fox affiliate needed a local prime-time news service.

  What changed. WWBT entered a news-sharing agreement with WRLH-TV and produced a 10 p.m. newscast.

  Aftermath. The arrangement expanded WWBT's local production footprint and later developed into additional programming for partner stations.

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• 1965WWBT moves to NBCStrategy

  After CBS returned to WTVR-TV and WRVA-TV spent several years as an ABC affiliate, the station sought a stronger network position.

  What changed. The station changed its primary affiliation to NBC.

  Aftermath. The move helped establish WWBT's long-term network identity and preceded its rise to the top of the Richmond ratings.

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• 2023WWBT adds afternoon and evening newscasts

  The station introduced First Look at 3 and 12 On Your Side Tonight on weekdays, increasing its locally produced schedule.

  Product launch
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• 2019Gray Television completes Raycom merger

  Gray completed its merger with Raycom, bringing WWBT and WUPV into Gray's station portfolio.

  M&A
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• 2008Raycom completes acquisition of WWBT

  The FCC approved the transaction in March 2008 and Raycom assumed control on April 1, while resolving the ownership issue involving Richmond competitor WTVR-TV.

  M&ARegulation
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• 2008WWBT launches high-definition local newscasts

  WWBT became the first Richmond station to broadcast local newscasts in high definition.

  Product launch
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• 2008WWBT reduces staff during difficult economic conditions

  The station eliminated twelve positions, including roles held by its sports director, a news anchor, and a regional reporter.

  Other
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• 2007Lincoln Financial sells WWBT to Raycom Media

  Lincoln Financial Media announced the sale of WWBT and related television assets to Raycom Media in a transaction reported at $583 million.

  M&A
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• 1968Station adopts the WWBT call sign

  After Jefferson Standard acquired the television station, WRVA-TV changed its call sign to WWBT on November 28.

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• 1956WWBT signs on as WRVA-TV

  The Richmond station began broadcasting on April 29, 1956, as WRVA-TV and initially carried CBS programming.

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1. WWBT
2. NBC 12 official website
3. 12 On Your Side