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WVLA-TV
WVLA-TV (channel 33) is a television station in Baton Rouge, Louisiana, United States, affiliated with NBC. It is owned by White Knight Broadcasting, which maintains joint sales and shared services agreements (JSA/SSA) with Nexstar Media Group, owner of Fox affiliate WGMB-TV (channel 44), CW owned-and-operated station WBRL-CD (channel 21) and independent station KZUP-CD (channel 19), for the provision of certain services. The four stations share studios on Perkins Road in Baton Rouge; WVLA-TV's transmitter is located near Addis, Louisiana.
The station first signed on the air on October 16, 1971, as WRBT, an ABC affiliate. The station was founded by Romac Baton Rouge Corporation, a consortium of Southern Educators Life Insurance Company and local businessmen Richard O. Rush and Ramon V. Jarrell, with its call letters standing for "Romac Broadcasting Television". The station temporarily operated from Florida Boulevard before moving to studios on Essen Lane, where it stayed until 2000. Before WRBT began, ABC was limited to off-hours clearances on then-NBC affiliate WBRZ-TV (channel 2) and CBS affiliate WAFB-TV (channel 9).
On paper, Baton Rouge had been large enough to support three full network affiliates since at least the 1950s. However, the Federal Communications Commission (FCC) only assigned two VHF allocations to Baton Rouge, channels 2 and 9–occupied by WBRZ and WAFB. With Baton Rouge sandwiched between New Orleans to the east, Lafayette to the west, and south, Jackson to the north, and Alexandria to the north, it is not likely there would have been enough room to drop in a third VHF allocation for Baton Rouge. There was an effort to move the transmitter of proposed Houma television station KHMA to the Greater Baton Rouge area in 1964 to serve as the city's ABC affiliate, with that management of that station going as far as to establish an advertising office in Baton Rouge; however, the owners of WAFB and WBRZ successfully petitioned the FCC to block the transfer, citing the urge of UHF development in the area. The FCC did not mandate all-channel tuning until 1964. Before then, UHF stations could only viewable with an expensive converter, and picture quality was marginal at best even with one. By the late 1960s, however, all-channel sets had gained enough penetration to make a commercial UHF station in Baton Rouge viable.
WRBT originally broadcast from 10:30 a.m. until midnight on Mondays thru Fridays; 7 a.m. until midnight on Saturdays; and 9 a.m. until midnight on Sundays.
In March 1976, Rush Broadcasting Corporation, owned by Jules B. LeBlanc and Cyril Vetter, purchased the station. In the late 1970s, ABC became the most-watched network and was seeking out stronger stations, while NBC fell to third and last place in ratings. While WRBT was still trying to find its feet, WBRZ was the top-rated station in Baton Rouge. WBRZ approached ABC for an affiliation, and ABC readily accepted. More or less by default, WRBT joined NBC. WRBT swapped affiliations with WBRZ on September 5, 1977, and became an NBC affiliate with NBC Nightly News as its first aired program. In 1979, Vetter purchased LeBlanc's stake to become sole owner. In 1980, Vetter considered selling the station to United Television when it was partially owned by 20th Century Fox, but when BHC/Chris-Craft traded its interest in 20th Century Fox to Marvin Davis and Marc Rich for a 19% interest in United, the sale fell through.
On May 2, 1986, WRBT was the first local station in Baton Rouge and the first NBC affiliate in Louisiana to broadcast in stereo, after WYES and WNOL in New Orleans and KMSS-TV in Shreveport. It changed its calls to WVLA on November 26, 1987, after building a higher and more powerful tower that boosted its signal to a full five million watts. From April 1990 until February 1991, the station took a secondary affiliation with Fox by airing week-delayed episodes of The Simpsons, In Living Color, and Married... with Children.
Vetter owned the station until 1996, when he sold it to Lafayette-based White Knight Broadcasting, owned by Sheldon Galloway. This move created a partnership, as Communications Corporation of America, a company controlled by Galloway's father, Thomas, owned Fox affiliate WGMB. Around this time, WVLA began branding itself as "NBC 33", which, with the exception of a brief period in the early 2000s, would remain the station's branding until 2015. Since then, WGMB, WVLA, WBRL, and KZUP have shared the same studios, moving to its current studios on Perkins Road in 1999.
On April 24, 2013, ComCorp announced the sale of its entire group to Nexstar Broadcasting Group. WVLA and KZUP were to be sold to Mission Broadcasting, but on August 13, 2014, Mission withdrew its application. The sale was completed on January 1, 2015. Nexstar would continue to operate WVLA and KZUP under a shared services agreement, with sister stations WGMB and WBRL.
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WVLA-TV
WVLA-TV (channel 33) is a television station in Baton Rouge, Louisiana, United States, affiliated with NBC. It is owned by White Knight Broadcasting, which maintains joint sales and shared services agreements (JSA/SSA) with Nexstar Media Group, owner of Fox affiliate WGMB-TV (channel 44), CW owned-and-operated station WBRL-CD (channel 21) and independent station KZUP-CD (channel 19), for the provision of certain services. The four stations share studios on Perkins Road in Baton Rouge; WVLA-TV's transmitter is located near Addis, Louisiana.
The station first signed on the air on October 16, 1971, as WRBT, an ABC affiliate. The station was founded by Romac Baton Rouge Corporation, a consortium of Southern Educators Life Insurance Company and local businessmen Richard O. Rush and Ramon V. Jarrell, with its call letters standing for "Romac Broadcasting Television". The station temporarily operated from Florida Boulevard before moving to studios on Essen Lane, where it stayed until 2000. Before WRBT began, ABC was limited to off-hours clearances on then-NBC affiliate WBRZ-TV (channel 2) and CBS affiliate WAFB-TV (channel 9).
On paper, Baton Rouge had been large enough to support three full network affiliates since at least the 1950s. However, the Federal Communications Commission (FCC) only assigned two VHF allocations to Baton Rouge, channels 2 and 9–occupied by WBRZ and WAFB. With Baton Rouge sandwiched between New Orleans to the east, Lafayette to the west, and south, Jackson to the north, and Alexandria to the north, it is not likely there would have been enough room to drop in a third VHF allocation for Baton Rouge. There was an effort to move the transmitter of proposed Houma television station KHMA to the Greater Baton Rouge area in 1964 to serve as the city's ABC affiliate, with that management of that station going as far as to establish an advertising office in Baton Rouge; however, the owners of WAFB and WBRZ successfully petitioned the FCC to block the transfer, citing the urge of UHF development in the area. The FCC did not mandate all-channel tuning until 1964. Before then, UHF stations could only viewable with an expensive converter, and picture quality was marginal at best even with one. By the late 1960s, however, all-channel sets had gained enough penetration to make a commercial UHF station in Baton Rouge viable.
WRBT originally broadcast from 10:30 a.m. until midnight on Mondays thru Fridays; 7 a.m. until midnight on Saturdays; and 9 a.m. until midnight on Sundays.
In March 1976, Rush Broadcasting Corporation, owned by Jules B. LeBlanc and Cyril Vetter, purchased the station. In the late 1970s, ABC became the most-watched network and was seeking out stronger stations, while NBC fell to third and last place in ratings. While WRBT was still trying to find its feet, WBRZ was the top-rated station in Baton Rouge. WBRZ approached ABC for an affiliation, and ABC readily accepted. More or less by default, WRBT joined NBC. WRBT swapped affiliations with WBRZ on September 5, 1977, and became an NBC affiliate with NBC Nightly News as its first aired program. In 1979, Vetter purchased LeBlanc's stake to become sole owner. In 1980, Vetter considered selling the station to United Television when it was partially owned by 20th Century Fox, but when BHC/Chris-Craft traded its interest in 20th Century Fox to Marvin Davis and Marc Rich for a 19% interest in United, the sale fell through.
On May 2, 1986, WRBT was the first local station in Baton Rouge and the first NBC affiliate in Louisiana to broadcast in stereo, after WYES and WNOL in New Orleans and KMSS-TV in Shreveport. It changed its calls to WVLA on November 26, 1987, after building a higher and more powerful tower that boosted its signal to a full five million watts. From April 1990 until February 1991, the station took a secondary affiliation with Fox by airing week-delayed episodes of The Simpsons, In Living Color, and Married... with Children.
Vetter owned the station until 1996, when he sold it to Lafayette-based White Knight Broadcasting, owned by Sheldon Galloway. This move created a partnership, as Communications Corporation of America, a company controlled by Galloway's father, Thomas, owned Fox affiliate WGMB. Around this time, WVLA began branding itself as "NBC 33", which, with the exception of a brief period in the early 2000s, would remain the station's branding until 2015. Since then, WGMB, WVLA, WBRL, and KZUP have shared the same studios, moving to its current studios on Perkins Road in 1999.
On April 24, 2013, ComCorp announced the sale of its entire group to Nexstar Broadcasting Group. WVLA and KZUP were to be sold to Mission Broadcasting, but on August 13, 2014, Mission withdrew its application. The sale was completed on January 1, 2015. Nexstar would continue to operate WVLA and KZUP under a shared services agreement, with sister stations WGMB and WBRL.
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