WMTV

WMTV, virtual channel 15 (UHF digital channel 19), is an NBC-affiliated television station licensed to Madison, Wisconsin, United States.^[1][2] The station signed on the air on July 19, 1953, originally broadcasting on UHF channel 33 as an affiliate of ABC, DuMont, and NBC before becoming a full-time NBC affiliate.^[1][3] Owned by Gray Media, WMTV maintains studios and a transmitter on Forward Drive in Madison.^[2][4] It serves south-central Wisconsin, including Dane County and surrounding areas, with a focus on local breaking news, weather forecasts, sports coverage, and investigative reporting through its WMTV 15 News branding.^[5][6] The station also operates subchannels for The CW (via CW+), MeTV, Outlaw, Start TV, and The365, expanding its programming to include syndicated entertainment and classic television.^[6][2][1] Gray Media has owned WMTV since 2002. In 2021, as part of its acquisition of Quincy Media's assets, Gray temporarily gained ownership of competing ABC affiliate WKOW but divested it to Allen Media Group to comply with FCC ownership regulations in the Madison market, solidifying WMTV's position as a leading broadcast outlet.^[7] Alongside sister station WMSN-TV (channel 47, a Fox affiliate), WMTV shares resources and facilities, contributing to Gray Media's portfolio of over 180 stations nationwide.^[4][3]

Overview

Facilities and technical specifications

WMTV's studios are located at 615 Forward Drive in Madison, Wisconsin, in the Greentree neighborhood on the city's southwest side.^[8] The station operates from a modern facility constructed in 2016, which doubled the previous square footage and incorporates state-of-the-art production equipment designed for efficient digital workflows, including multiple studios for news and creative services.^[9][10] This setup enables advanced video production capabilities, such as integrated control rooms and high-definition broadcasting tools.^[11] The transmitter is co-located with the studios at the same Forward Drive site, with precise coordinates of 43°3′3″N 89°29′13″W.^[1] It operates with an effective radiated power (ERP) of 155 kW in the vertical polarization and 56 kW in the horizontal, achieving a height above average terrain (HAAT) of approximately 414.8 meters for the vertical antenna.^[1] The facility's FCC identifier is 6870, and post-digital transition, WMTV broadcasts on virtual channel 15 and physical RF channel 19 (UHF) at a frequency of 500.0 MHz.^[1][12] The antenna system features an Electronics Research Inc. (ERI) ATW20H3-ETO-19H for vertical polarization and a Dielectric TUA-O4-10/40H-1-S-R for horizontal, equipped with 0.75° electrical beam tilt and a full-service filter to optimize signal distribution.^[1] In late 2023, WMTV underwent a rebranding to emphasize its call letters, adopting the on-air identity "WMTV 15" across its broadcasts.^[13] This update included refreshed graphics packages and design elements in the studio to align with the new branding, reflecting a corporate initiative by owner Gray Media to prioritize station-specific identities over network affiliations.^[14]

Ownership and affiliations

WMTV is currently owned by Gray Television Licensee, LLC, a subsidiary of Gray Media, which acquired the station in 2002 as part of a $500 million purchase of 21 stations from the bankrupt Benedek Broadcasting Corporation.^[15] The acquisition, approved by the FCC and completed in the fourth quarter of that year, integrated WMTV into Gray's growing portfolio of NBC affiliates in mid-sized markets.^[15] The station has maintained a primary affiliation with NBC since its launch on July 19, 1953, initially sharing secondary affiliations with ABC and the DuMont Television Network before focusing exclusively on NBC programming. In September 2016, WMTV added a secondary affiliation with The CW on its 15.2 digital subchannel, relocating the network's Madison-area coverage from former affiliate WBUW; this move allowed Gray to consolidate operations while retaining local news production for the subchannel.^[16] WMTV's ownership history reflects the consolidation trends in U.S. broadcasting during the late 20th century. It was founded by Bartell Television Corporation, part of the Bartell Group, and began operations on UHF channel 33 under that ownership.^[17] In 1963, the station was sold to Wisconsin Valley Television Company, which later rebranded as Forward Communications Corporation in the 1970s and expanded its holdings across the Midwest. Forward was acquired by Wesray Capital Corporation in a tentative agreement announced in October 1984 for an undisclosed amount, marking Wesray's entry into media assets.^[18] Wesray sold its television properties, including WMTV, to Adams Communications Corporation in 1988 for $126.5 million as part of a five-station deal.^[19] Financial pressures led Adams to divest the assets in 1991 to Paul Brissette, who formed Brissette Broadcasting Corporation to manage the group.^[20] Brissette sold WMTV to Benedek Broadcasting in 1996 amid ongoing industry mergers.^[21] Within Gray Media's portfolio, which spans 113 markets and reaches about 37% of U.S. television households, WMTV serves as the flagship NBC affiliate for the Madison market (DMA rank 77 as of 2024–2025), providing comprehensive local news, weather, and sports coverage from its studios on Forward Drive in Madison's southwest side.^[22][23]

History

Launch and early operations (1953–1961)

WMTV signed on the air on July 19, 1953, as Madison, Wisconsin's second commercial television station, broadcasting on ultra high frequency (UHF) channel 33. The station was established by the Bartell Television Corporation, a subsidiary of the Bartell Group owned by local radio broadcaster Gerry Bartell, who had secured a construction permit for the channel earlier that year. From its inception, WMTV served as the primary affiliate for the National Broadcasting Company (NBC), with secondary affiliations to the American Broadcasting Company (ABC) and the DuMont Television Network, reflecting the common practice among early UHF stations to carry multiple networks to fill programming schedules.^[1][24][25] In its initial years, WMTV's programming consisted of a blend of network-supplied content from NBC, ABC, and DuMont—such as popular shows like Your Show of Shows and early news bulletins—supplemented by local productions and live broadcasts originating from modest temporary studios on Madison's west side. These local efforts included community events, weather reports, and variety programs aimed at building audience familiarity in a market still adapting to television. Operations were based at a transmitter site along the West Beltline Highway, where a 47-foot UHF antenna was installed in early July 1953 to enable coverage across southern Wisconsin. However, the station faced significant challenges due to the limitations of UHF technology in the 1950s; most television sets lacked built-in UHF tuners, requiring viewers to purchase converters, which resulted in lower viewership compared to the competing VHF station WKOW-TV on channel 27.^[26][27] By the mid-1950s, WMTV adjusted its affiliations amid network shifts in the Madison market: DuMont programming was phased out around 1955 as the network wound down operations nationwide, while ABC affiliation ended in 1956 when WKOW-TV assumed it after relinquishing CBS to the newly launched VHF station WISC-TV on channel 3. This solidified WMTV's focus on NBC as its sole network partner, allowing for a more streamlined schedule of prime-time dramas, comedies, and sports broadcasts. Despite these adaptations, persistent UHF reception issues continued to hinder audience growth, with signal propagation limited to about 40 miles without external antennas, contributing to financial pressures under Bartell ownership. On October 25, 1961, WMTV relocated to VHF channel 15 to improve coverage, marking the end of its UHF era. Bartell sold the station to Wometco Enterprises in June 1957, which resold it to Forward Television Inc. in 1958; Wisconsin Valley Television Company (parent entity) later reorganized into Forward Communications Corporation in the early 1970s, though early operations through 1961 emphasized building a local presence amid these technical constraints.^[25][28][29]

Channel relocation and Forward era (1961–1988)

In April 1961, the Federal Communications Commission (FCC) approved the reassignment of channel 15 from Richland Center to Madison, Wisconsin, to address the economic disadvantages faced by ultra high frequency (UHF) stations like WMTV competing against very high frequency (VHF) outlets in the market.^[30] The modification allowed Forward Television, Inc., the station's licensee at the time, to shift operations from channel 33 to channel 15, while channel 33 remained allocated to Madison and channel 76 was assigned to Richland Center.^[30] Forward Television was required to submit technical data and confirm acceptance of the change by May 5, 1961, with full operations on the new channel pending FCC authorization.^[30] The relocation aimed to improve signal coverage and reception on older television sets, where higher UHF channels often performed poorly. The switch became effective on October 25, 1961, following delays due to weather and antenna fabrication issues. Under Forward Television's ownership, which began in 1958 following acquisition from Wometco Enterprises, WMTV solidified its role as Madison's primary NBC affiliate, focusing on network programming supplemented by local content. Forward Television, Inc., prompted the naming of Forward Drive in 1963, where the station's studios and transmitter were located on Madison's west side. By the mid-1960s, the company had established permanent facilities at 615 Forward Drive, marking a shift from temporary setups during the early UHF years to more robust infrastructure supporting expanded operations. Wisconsin Valley Television Company reorganized into Forward Communications Corporation and assumed full control of WMTV by the 1970s, integrating it into a portfolio that included other Midwest television and radio properties. During the 1970s, Forward Communications invested in local programming enhancements at WMTV, including growth in news production to better serve the Madison area amid rising competition from VHF rivals. The station introduced elements that foreshadowed modern early-morning newscasts, such as extended local segments tied to NBC's national morning fare, helping to build audience loyalty in south-central Wisconsin. These developments reinforced WMTV's NBC exclusivity, minimizing shared affiliations common in smaller markets during the era. The Forward era concluded in late 1984 when Wesray Capital Corporation, a New Jersey investment firm, acquired Forward Communications in a management-led buyout, retaining the Forward name for its media assets initially.^[31] This transaction marked the end of independent Forward control over WMTV, paving the way for subsequent divestitures of the group's stations.

Post-1988 ownership changes and expansions

In 1988, Forward Communications, under Wesray ownership, sold WMTV along with four other television stations to Adams Communications for $126.5 million, marking the end of the Forward era and introducing a period of financial strain for the new owner due to high leverage amid declining broadcast values.^[19][32] In 1991, Adams divested its television assets, including WMTV through subsidiaries Forward Television Corp. I and II, to Paul Brissette, president of Adams' TV division, in a management-led buyout that aimed to stabilize operations but faced challenges in further expansion.^[20] Brissette Broadcasting acquired WMTV as part of its portfolio of eight network affiliates, but by 1996, unable to add more stations amid regulatory hurdles, it merged with Benedek Broadcasting in a $270 million deal that integrated WMTV into Benedek's growing group of 13 stations.^[33] Benedek's aggressive acquisitions, however, led to mounting debt, culminating in the parent company Stations Holding filing for Chapter 11 bankruptcy in March 2002 after revenues declined amid economic pressures.^[34] Gray Communications Systems (later Gray Television) acquired 21 of Benedek's stations, including WMTV, for approximately $500 million in April 2002, providing long-term stability under Gray's portfolio of regional broadcasters.^[15] Under Gray ownership, WMTV underwent significant expansions starting in 2016, including the addition of a CW affiliation on digital subchannel 15.2 in September, relocating the network from former affiliate WBUW and enabling local programming like a 9 p.m. newscast.^[16] That same year, the station moved into a new state-of-the-art facility on Forward Drive in Madison's Greentree neighborhood in October, designed for efficient workflow with integrated control rooms supporting both NBC and CW operations.^[10] In December 2023, WMTV rebranded from NBC 15 to WMTV 15 News, aligning with Gray's corporate strategy to emphasize station call letters over network branding while marking the station's 70th anniversary. Post-2020, WMTV integrated into Gray Media's digital initiatives, including enhanced streaming via the Local News Live platform—a 24/7 national news service featuring local inserts from Gray stations—and the launch of a standalone app in October 2024 for connected TVs and mobile devices to broaden access to WMTV content.^[35] By 2025, these efforts extended to AI-driven personalization in Gray's video streaming strategy, using Google Cloud to tailor content delivery for viewers across platforms like Roku and Apple TV, boosting engagement for WMTV's local news and weather.^[36]

Digital broadcasting

Analog-to-digital transition

WMTV initiated its participation in the digital television (DTV) transition by launching a digital signal on UHF channel 19 in April 2001, ahead of the FCC's requirement for full-power stations to begin digital operations.^[1] The station achieved full-power digital broadcasting by 2002, complying with the federal mandate that all commercial full-power TV stations construct and operate their DTV facilities by May 1, 2002. This early adoption positioned WMTV to test and refine its digital transmission, including signal coverage assessments in the Madison area to ensure reliable over-the-air reception. As part of the nationwide DTV transition, WMTV discontinued its analog signal on channel 15 at 12:01 a.m. on February 17, 2009, aligning with the FCC's congressionally mandated deadline for all full-power stations to cease analog broadcasts. In the lead-up to this date, the station engaged in viewer education efforts, such as public service announcements and on-air information segments, to guide households on acquiring digital tuners or converter boxes and rescanning antennas for the new signal.^[37] These initiatives were complemented by FCC-mandated signal testing phases, during which WMTV verified its digital coverage across southern Wisconsin. The shift to digital broadcasting significantly impacted WMTV's operations by enabling high-definition (HD) transmission of NBC network programming, improving picture and sound quality for viewers with compatible equipment. Additionally, the all-digital format laid the groundwork for future multicast capabilities, allowing the station to allocate bandwidth for multiple programming streams without the spectrum constraints of analog. Post-transition, WMTV's digital signal on RF channel 19 has remained stable through the 2017-2020 broadcast spectrum repack, with no change to its assigned frequency.^[1] By 2025, industry-wide discussions on transitioning to ATSC 3.0 (NextGen TV) standards have highlighted potential enhancements like improved mobile reception and interactive features, but WMTV has not implemented this upgrade, continuing to operate under ATSC 1.0 protocols.

Subchannels and multicast programming

WMTV broadcasts six digital subchannels as part of its multicast programming, utilizing its ATSC 1.0 signal on virtual channel 15. The primary channel carries NBC network programming, while the additional subchannels feature a mix of national networks focused on entertainment, classic television, and targeted demographics. All subchannels operate in the 16:9 aspect ratio, with varying resolutions and audio formats to optimize bandwidth allocation within the 19.39 Mbit/s ATSC multiplex; the main NBC feed receives the highest bitrate priority (approximately 15-18 Mbit/s for video), while lower-resolution subchannels share the remaining capacity at reduced rates (typically 2-3 Mbit/s each for 480i content).^[38] The CW affiliation on 15.2 began on September 12, 2016, when it moved from independent station WBUW (channel 57) to WMTV's second subchannel, allowing for integrated local news production tailored to the network's younger audience.^[16] Outlaw, a Western-themed network launched by Free TV Networks in partnership with Gray Television (WMTV's owner), replaced Antenna TV on 15.3 effective January 1, 2024, expanding access to classic Western films and series like those featuring John Wayne.^[39] Similarly, The365—a lifestyle and entertainment network targeting African American viewers—was added to 15.6 on the same date, replacing WeatherNation TV to diversify the multicast offerings with urban-focused programming.^[39] MeTV and Start TV, both owned by Weigel Broadcasting and emphasizing classic TV dramas and crime procedurals respectively, have been staples on 15.4 and 15.5 since their introduction in the early 2020s, providing viewers with rerun-heavy schedules of shows such as MASH* and CSI.^[38] Prior to these changes, 15.3 carried Antenna TV from 2017 until its discontinuation in late 2023, focusing on sitcoms and dramas from the 1970s and 1980s. Temporary subchannel configurations have occasionally been used during national events or spectrum reallocations, but WMTV has maintained a stable six-subchannel setup since the post-2009 digital transition era.^[38]

News and local programming

News department operations

WMTV's news department is based in Madison, Wisconsin, and focuses on delivering local coverage of news, weather, and sports across Madison and southern Wisconsin, including areas like Janesville and Beloit. The operation includes a team of reporters who cover breaking stories and community events, meteorologists who provide First Alert Weather forecasts, and a digital team that produces online content and manages social media updates. This structure supports multiple daily newscasts, including morning, evening, and late-night editions, with an emphasis on timely reporting for the region's diverse audience.^[13][40] In December 2023, the station rebranded its news identity from NBC 15 News to 15 News, aligning with a broader shift to WMTV 15 News to mark 70 years of broadcasting while emphasizing local focus. This change was part of a corporate initiative by owner Gray Television to de-emphasize network affiliations in branding across its stations. The rebrand included updated graphics and music packages for newscasts, maintaining continuity in content delivery.^[41][14] Significant milestones in the news department's evolution include the launch of its first morning newscast, Wisconsin Today, on August 5, 1991, which aired from 6:30 to 7:00 a.m. and served as a precursor to the current expanded morning programming. Over the 2000s, the morning show grew to include earlier slots, extending to 5:30 a.m. and eventually starting at 4:30 a.m. by the 2020s to capture more viewers during commute hours. Additionally, the department established an investigative unit known as 15 News Investigates, which produces in-depth reports on local issues such as public safety and government accountability.^[42][43][44] In recent years, WMTV has integrated streaming capabilities through its mobile app, launched in the early 2020s and updated for broader access by 2025, enabling viewers to watch live newscasts, weather updates, and on-demand investigative stories on devices like smartphones, Roku, and smart TVs. This digital expansion complements traditional broadcasts and enhances accessibility for southern Wisconsin audiences. The department's work has earned recognition, including designation as News Operation of the Year at the 2025 Wisconsin Broadcasters Association Awards for outstanding 2024 coverage, as well as two national Edward R. Murrow Awards from the Radio Television Digital News Association for excellence in reporting and overall achievement.^{[45][46][47][48]}

Syndicated and local content

WMTV's syndicated programming has historically included popular daytime talk shows and game shows, with "The Ellen DeGeneres Show" airing in early afternoon slots until its conclusion in 2022. Current staples feature extensions of NBC's "Today" franchise, such as the third hour hosted by Jenna Bush Hager and guest co-hosts, which airs weekdays following the main "Today" broadcast to provide lifestyle and entertainment content. Evening lineup includes syndicated game shows like "Jeopardy!" and "Wheel of Fortune," broadcast in high definition since 2010, serving as lead-ins to NBC primetime programming.^[28] Local content on WMTV emphasizes community engagement and regional interests, including the "Morning Show" segment that highlights local events, birthdays, and features like "Pet of the Week" and "Ready for School."^[49] Sports coverage focuses on Wisconsin teams, with highlights and analysis for the Green Bay Packers and University of Wisconsin Badgers, integrated into daily broadcasts and dedicated segments on WMTV 15 Sports.^[50] Public service announcements and community affairs programming, such as the "Community Calendar" promoting local events and the "Crystal Apple Awards" recognizing educators, underscore the station's commitment to southern Wisconsin audiences.^[51] Weekday schedules typically allocate mornings to "Today" and its extensions from 7:00 a.m. to 11:00 a.m., followed by local lifestyle segments and syndicated talk or game shows in the early afternoon, transitioning to NBC network fare in primetime.^[52] Weekends vary with extended sports highlights, movies, and community-focused specials, often filling slots outside network obligations with local public service content.^[53] Following the addition of The CW affiliation to a subchannel in September 2016, WMTV shifted toward incorporating more lifestyle-oriented programming across its offerings, complementing traditional syndicated fare with targeted local productions.^[4] Digital exclusives have expanded this evolution, including the "Making Wisconsin" podcast series, which explores regional history topics like the Edmund Fitzgerald shipwreck and UW-Madison traditions such as Bucky Badger.^[54]