WXII-TV

WXII-TV is a commercial television station licensed to Winston-Salem, North Carolina, and serving the Piedmont Triad, including Winston-Salem, Greensboro, High Point, and surrounding communities. The station broadcasts on channel 12 and is affiliated with NBC. It is owned by Hearst Television and operates alongside Hearst-owned WCWG, a CW affiliate licensed to Lexington. Both stations share studios on Coliseum Drive in Winston-Salem and use a transmitter facility on Sauratown Mountain in Stokes County. The station began broadcasting on September 30, 1953, as WSJS-TV. Its original licensee, Triangle Broadcasting Corporation, was formed by the Piedmont Publishing Company, publisher of the Winston-Salem Journal and Twin City Sentinel and owner of WSJS radio, together with actress Mary Pickford. WSJS-TV was the second television station to begin service in Winston-Salem and joined NBC at launch. Its early schedule combined network programming with locally produced news and entertainment. The station initially operated from cramped quarters connected with the WSJS radio facilities before moving into Broadcast House, a purpose-built studio complex, in 1966. Ownership and regulatory changes shaped the station's identity. Triangle Broadcasting expanded into cable television through its Tele-Cable operation, but a Federal Communications Commission rule adopted in 1971 restricted common ownership of a television station and a cable system in the same market. Triangle therefore agreed to sell the television operation to Multimedia, Inc. The transaction was approved in 1972, and the station was separated from WSJS radio and renamed WXII-TV, using the Roman numeral associated with channel 12. The new call sign marked the beginning of the station's modern brand identity. During the late 1970s and early 1980s, WXII faced substantial competition in local news, particularly from WFMY-TV and WGHP, while NBC itself was experiencing weaker national performance. The station was especially strong in Forsyth County but less competitive in other parts of its market. In 1983, after a regulatory review, WXII became part of a station trade that transferred it from Multimedia to Pulitzer Publishing Company. Pulitzer invested in equipment, staffing, and local-news operations, but the station's ratings improvement was gradual. WXII's news position began to strengthen in the mid-1990s. In preparation for NBC's coverage of the 1996 Summer Olympics, the station relaunched its news operation as NewsChannel 12 and emphasized reporting from Winston-Salem and communities west of the city under the Western Piedmont concept. The strategy developed a distinctive regional identity and helped WXII become highly competitive in late news and other local-news time periods. In 2000, after Hearst acquired the station, WXII broadened its editorial focus to include Guilford County, where Greensboro and High Point are located. This change reflected population growth and the increasing importance of the wider Triad market. Pulitzer sold its broadcasting division to Hearst-Argyle Television in 1998, and WXII subsequently became part of Hearst Television. Under Hearst, the station expanded its digital and multicast presence, including a weather-oriented subchannel, later replaced by This TV and then MeTV. WXII also developed additional local-news programming for a secondary digital channel. Hearst acquired WCWG in 2017, enabling the two stations to share resources and allowing WXII-produced newscasts to reach additional viewers. Today, WXII-TV's principal offerings are NBC network programming, locally produced newscasts, weather and emergency information, investigative and community reporting, syndicated programming, and digital content distributed through its website and related platforms. Its brand competes across the full Piedmont Triad rather than focusing solely on Winston-Salem. The station's long-term positioning combines network affiliation with locally oriented c…

WXII-TV traces its history to a 1949 application by the Piedmont Publishing Company for a Winston-Salem television channel. The company owned the Winston-Salem Journal, the Twin City Sentinel, and WSJS radio. Actress Mary Pickford also sought television licenses in North Carolina, and the two interests eventually combined their applications in 1953. Following changes to the FCC's channel allocations and the withdrawal of a competing application, the FCC awarded the channel 12 construction permit in July 1953. The station signed on September 30, 1953, as WSJS-TV. It was affiliated with NBC from its first day and carried the 1953 World Series as part of its inaugural programming. WSJS-TV initially operated in facilities associated with WSJS radio, where space was limited and employees often performed several production and on-air roles. The station moved its transmitter to Sauratown Mountain in 1955, increasing its power and improving service across the region. In 1966 it moved into Broadcast House on Coliseum Drive, a larger facility with multiple television studios and color-production equipment. The station's early ownership included Mary Pickford's minority interest in Triangle Broadcasting. Piedmont Publishing exercised an option to purchase that interest, but a dispute over the valuation and payment terms resulted in litigation. The dispute was ultimately resolved in 1966 when Pickford and her husband sold their stake back to Piedmont Publishing. The newspapers were later separated from the broadcasting interests, and the company also expanded into cable television. A major structural change occurred after the FCC adopted a rule in 1971 restricting common ownership of a television station and a cable system in the same community. Triangle Broadcasting chose to retain its Tele-Cable operation and agreed to sell WSJS-TV to Multimedia, Inc. The FCC approved the transaction in 1972. As part of the separation from WSJS radio, the television station changed its call sign to WXII-TV on October 3, 1972. The call letters referenced the station's channel number through the Roman numeral XII. WXII struggled in the late 1970s and early 1980s. Its local news performance was strongest in Forsyth County but weaker in surrounding parts of the market, and NBC's national ratings also affected the affiliate. Management changes and cost reductions during this period included staff dismissals, the closure of a Raleigh bureau, and reassignment of personnel. In 1981, Multimedia announced a trade that included WXII and WFBC-TV, now WYFF, transferring to Pulitzer Publishing in exchange for KSDK in St. Louis. The transaction was approved and completed in 1983 after the required regulatory adjustments. Pulitzer invested in WXII's equipment and news staff. The station introduced a morning newscast in 1990 after earlier local morning programs had failed to establish a durable audience. Its competitive position improved more decisively in the mid-1990s. In 1996, ahead of NBC's Summer Olympics coverage, WXII relaunched its news operation as NewsChannel 12 and promoted a Western Piedmont editorial focus centered on Winston-Salem and communities to the west. The approach differentiated the station from competitors and helped it become particularly strong in late news and in communities outside the traditional Greensboro-centered news focus. Pulitzer also acquired an AM radio station in 1997 and relaunched it in 1998 as WXII AM, carrying local and NBC news simulcasts, Associated Press all-news programming, and Wake Forest athletics. The radio operation was later sold by Hearst and adopted a different format. In 1998, Pulitzer sold its broadcasting division to Hearst-Argyle Television, placing WXII within the Hearst television group. Hearst changed the station's geographic strategy in 2000. With Greensboro and High Point growing in importance, WXII expanded its reporting into Guilford County and ended the formal Western Piedmont orientation. The station subsequently became a leading local-news provider in total households across much of the market. Its digital strategy evolved through several multicast formats: NBC Weather Plus was introduced in 2005, the secondary channel later carried This TV, and it subsequently switched to MeTV. Hearst's acquisition of WCWG in 2017 created a common ownership structure for the two stations and supported additional WXII-produced newscasts on the CW affiliate. WXII-TV remains an active NBC affiliate serving the Piedmont Triad. Its current identity rests on local news, weather and emergency coverage, regional reporting, digital distribution, and the reach of NBC network programming.

1. 2017WCWG joins the Hearst station group

   Hearst acquires WCWG, creating a common ownership relationship with WXII-TV.

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2. 2005NBC Weather Plus launches

   The station adds a weather-focused digital multicast service.

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3. 2000Guilford County coverage expands

   WXII adds Greensboro, High Point, and wider Guilford County coverage to its news strategy.

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4. 1998Hearst ownership begins

   Hearst-Argyle Television acquires Pulitzer's broadcasting division, including WXII.

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5. 1996NewsChannel 12 relaunch

   The station refreshes its news identity and introduces the Western Piedmont coverage strategy.

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6. 1983Pulitzer ownership begins

   A regulated multi-station trade transfers WXII from Multimedia to Pulitzer Publishing.

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7. 1972WXII-TV name adopted

   Following Multimedia's acquisition, the television station separates from WSJS radio and adopts the WXII call sign.

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8. 1966Broadcast House opens

   WSJS-TV moves into a new Coliseum Drive facility with expanded studios and color-production capability.

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9. 1955Transmitter moves to Sauratown Mountain

   The transmitter relocation and power increase improve the station's regional signal.

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10. 1953WSJS-TV launches

    The station begins broadcasting on September 30 as Winston-Salem's second television station and an NBC affiliate.

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A regional NBC television station combining local news, weather, and public-service coverage with network entertainment and news programming for the Piedmont Triad.

• WXII 12 local newsLocal television news1953

  WXII's locally produced news programming covers Winston-Salem, Greensboro, High Point, and surrounding Piedmont Triad communities. The service includes scheduled newscasts, breaking-news reports, investigative journalism, political coverage, community stories, and regional reporting. Its editorial emphasis has evolved from a Winston-Salem and Western Piedmont focus into a broader Triad-wide operation.

• WXII weatherWeather and emergency information

  Weather reporting is a central part of WXII's service to North Carolina viewers, including forecasts, severe-weather alerts, storm tracking, and related digital information. The station has also used multicast television to extend its weather-oriented programming beyond the main NBC channel.

• NBC network serviceNetwork television1953

  WXII has been an NBC affiliate since signing on in 1953. Its network offering includes NBC news, entertainment, sports, and special-event programming, complemented by WXII-produced local news and public-service content.

• MeTV multicast programmingDigital multicast television2012

  WXII's secondary digital channel has carried several formats over time, including NBC Weather Plus and This TV, before switching to MeTV. The multicast service expands the station's programming footprint beyond its primary NBC service.

• 2000Triad-wide news expansion

  Greensboro · High Point · Guilford County · Piedmont Triad

  Hearst redirected WXII's local-news strategy toward the growing Guilford County portion of the market, adding coverage of Greensboro and High Point.

  Outcome. The broader geographic approach supported WXII's rise to a leading position in total-household local-news viewing across much of the market.

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• 1996Western Piedmont news strategy

  Winston-Salem · Western Piedmont · North Carolina

  WXII relaunched its news operation as NewsChannel 12 and promoted a reporting strategy focused on Winston-Salem and communities west of the city. The initiative coincided with NBC's Summer Olympics coverage and gave the station a more distinct regional identity.

  Outcome. The strategy improved WXII's competitiveness, especially in late news, and helped it build strong audience shares in the areas it emphasized.

  Source

• 2000Broaden the news footprint to Guilford CountyStrategy

  Population growth in Greensboro, High Point, and surrounding Guilford County made the area increasingly important to the Piedmont Triad television market.

  What changed. Hearst ended the station's narrower Western Piedmont orientation and expanded WXII reporting into Guilford County.

  Aftermath. WXII improved its regional market standing and became a leading station in total-household news viewing.

  Source
• 1998Pulitzer sells broadcasting division to HearstM&A

  Pulitzer decided to exit broadcasting and sell its television holdings.

  What changed. Hearst-Argyle Television acquired Pulitzer's broadcasting division, including WXII.

  Aftermath. WXII became part of Hearst Television and later operated alongside Hearst-owned WCWG.

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• 1983Transfer WXII to Pulitzer PublishingM&A

  Multimedia arranged a multi-station trade involving WXII, WFBC-TV, and KSDK, with regulatory divestitures required before completion.

  What changed. Pulitzer Publishing acquired WXII as part of the approved station exchange.

  Aftermath. Pulitzer invested in WXII's equipment and local-news staffing as it sought to improve the station's competitive position.

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• 1972Sell the television station to MultimediaM&A

  FCC restrictions on common ownership of a television station and a cable system affected Triangle Broadcasting, which operated Winston-Salem's Tele-Cable system.

  What changed. Triangle retained the cable operation and sold WSJS-TV to Multimedia, Inc. The station was separated from WSJS radio and renamed WXII-TV.

  Aftermath. The transaction established the WXII identity and ended the station's direct corporate connection with WSJS radio.

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• 2017WXII acquires WCWG

  Hearst acquired WCWG, a CW affiliate licensed to Lexington, bringing the station under common ownership with WXII-TV.

  M&A
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• 2005WXII introduces NBC Weather Plus on a digital subchannel

  WXII launched an NBC Weather Plus digital multicast service, expanding its weather offering beyond the primary channel.

  Product launch
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• 2000WXII expands coverage into Guilford County

  The station broadened its news footprint to include Guilford County, Greensboro, and High Point, replacing its narrower Western Piedmont emphasis.

  Other
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• 1998Hearst acquires Pulitzer's broadcasting division

  Pulitzer sold its broadcasting division, including WXII, to Hearst-Argyle Television, now known as Hearst Television.

  M&A
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• 1996NewsChannel 12 and Western Piedmont news strategy launch

  WXII relaunched its news operation as NewsChannel 12 and emphasized reporting from Winston-Salem and communities west of the city.

  Campaign
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• 1983WXII transfers to Pulitzer Publishing

  WXII became part of Pulitzer Publishing through a multi-station trade approved by the FCC.

  M&A
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• 1972Multimedia acquires the television station and WXII branding begins

  After a regulatory conflict involving television and cable ownership, Multimedia acquired the station. It was separated from WSJS radio and adopted the WXII-TV call sign.

  M&A
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• 1966WSJS-TV moves into Broadcast House

  The station moved into a purpose-built facility on Coliseum Drive, gaining additional studios and equipment capable of producing local programming in color.

  Other
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• 1955Station transmitter moves to Sauratown Mountain

  The station relocated its transmitter facility to Sauratown Mountain and increased its effective radiated power, improving regional coverage.

  Other
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• 1953WSJS-TV begins broadcasting as Winston-Salem's second television station

  The station began service on September 30, 1953, as WSJS-TV, broadcasting NBC network programming and local content.

  Other
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1. WXII-TV
2. WXII-TV official website