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WYOU (channel 22) is a television station licensed to Scranton, Pennsylvania, United States, serving as the CBS affiliate for Northeastern Pennsylvania. It is owned by Mission Broadcasting, which maintains a shared services agreement (SSA) with Nexstar Media Group, owner of Wilkes-Barre–licensed NBC affiliate WBRE-TV (channel 28), for the provision of certain services. The two stations share studios on South Franklin Street in downtown Wilkes-Barre, with a news bureau and sales office in the Ritz Theater in downtown Scranton. WYOU's transmitter is located at the Penobscot Knob antenna farm near Mountain Top.

Key Information

Channel 22 was the second television station built in Northeastern Pennsylvania and the first on air in Scranton, beginning broadcasting as WGBI-TV on June 7, 1953. A CBS affiliate from the start, the station was owned by the Megargee family alongside WGBI radio and shared its facilities on Wyoming Avenue. The station changed its call letters to WDAU-TV in 1957, after the Philadelphia Bulletin—owner of WCAU radio and television in Philadelphia—purchased a controlling stake which was later repurchased by the Megargees. In the 1970s, ratings began to slide for the station's newscasts as WNEP-TV catapulted into a dominant first-place position. The station's problems were compounded by a lack of investment during a three-year period in the early 1980s in which the station was forced to relocate to downtown Scranton.

Southeastern Capital Corporation acquired WDAU-TV in 1984 after another acquisition attempt failed. The new owners immediately set out to upgrade the station's outdated equipment and news department, as well as to establish a more regional image for the station. Two years later, Southeastern Capital sold channel 22 to Diversified Communications, which renamed the station WYOU in October 1986. Under Diversified, the news product improved and expanded with new equipment and a news helicopter, and at times the station eclipsed WBRE-TV for second place in local news ratings. In 1996, WYOU was the first station acquired by Nexstar Broadcasting Group, which cut costs by firing several on-air personnel. When WBRE-TV came up for sale shortly after, Nexstar acquired it and sold WYOU to Mission Broadcasting with a shared services agreement. Some of WYOU's operation, including news production, was integrated with WBRE over the course of 1998, while sales and programming remained separate. Over the 2000s, despite several attempts to change the format and an investment of nearly $1 million a year, WYOU's share of news viewership declined from 7% to 4%. In April 2009, WYOU discontinued its newscasts completely, and the combined operation laid off 14 employees; it aired no news programs for three years until the station began simulcasting newscasts from WBRE in 2012.

WGBI-TV and WDAU-TV: The Megargee years

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Construction and early operation

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When the Federal Communications Commission (FCC) ended a multi-year freeze on television channel allocations in 1952, it assigned three channels in the ultra high frequency (UHF) band for use in Scranton: 16, 22, and 73.[2] Scranton Broadcasters, the parent of radio station WGBI (910 AM), had already applied for channel 22 on September 7, 1951, and amended its proposal on June 27, 1952.[3] With no opposition, the construction permit for WGBI-TV was one of the first two awarded for Scranton on August 14, 1952. WGBI announced that the TV station studios would be co-located with the radio station in the basement of what was then the Prudential Life Insurance Building (previously the International Correspondence School) on Wyoming Avenue, with a tower on Bald Mountain.[4] Construction on the Bald Mountain tower began in early November, at which time the owning Megargee family announced the station would be the CBS television affiliate for the Scranton–Wilkes-Barre area.[5][a]

WGBI-TV began broadcasting on June 7, 1953. Network programs were received directly from WCBS-TV in New York City by means of a large rhombic antenna at the Bald Mountain transmitter, while the station boasted a large studio for most programs and a secondary news studio in its Wyoming Avenue facility. In addition to newscasts hosted by news director Tom Powell, a newscaster for WGBI radio and the first face seen on the new station,[11] WGBI-TV produced a daily cartoon show and a western performer program in the early evening.[12][13][14] It originally broadcast with an effective radiated power of 178,000 watts,[3] which was approved to be increased in 1955. At the time, the Megargees planned to construct satellite stations in Williamsport and Sunbury.[15] Eventually, the link to New York was changed to a private microwave system after reception of the over-the-air signal from WCBS-TV degraded; still later, the station began taking a proper feed from AT&T to broadcast network shows in color.[10]

In July 1956, Scranton Broadcasters began entering into negotiations with WCAU radio and television—the broadcasting stations of the Philadelphia Bulletin newspaper in that city—which sought to purchase the WGBI stations.[16] This resulted in a $650,000 deal for a 50-percent interest and voting control in WGBI-TV, while the Megargees retained full ownership of the radio stations.[17] The deal was approved that October,[18] and channel 22 changed its call sign to WDAU-TV on April 1, 1957, coinciding with the activation of a higher-power, 892,300-watt[3] transmitter facility expected to double the station's service area.[19] The Bulletin's ownership of channel 22 was short-lived. The next year, it sold the WCAU stations in Philadelphia to CBS, retaining its interests in WDAU-TV and a Muzak background music service.[20][21] The Megargees bought back the newspaper's stake in 1959.[22][23] Again, the family pursued the possibility of constructing satellite stations of channel 22; in 1960, it proposed to reactivate the silent WBPZ-TV in Lock Haven for the purpose of rebroadcasting channel 22 for the Williamsport area.[24]

From dominance to third place

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For more than two decades, WDAU-TV's news department, headed by Powell, led news ratings in the Scranton area, while WBRE was the most-watched station in and around Wilkes-Barre. Under Powell, the station provided extensive coverage of local politics and coverage of local and national events including 1957 U.S. Senate hearings into racketeering and the 1959 Knox Mine disaster.[11] Most of the surviving aerial footage of the flooding brought by Hurricane Agnes was shot by channel 22; Powell arranged for the use of a helicopter owned by a coal businessman.[25] WDAU-TV news commanded as much as 48 percent of news viewers in the market in the late 1960s and early 1970s.[26]

This changed when the third-rated station, WNEP-TV (channel 16), began a top-to-bottom overhaul of its news department in the mid-1970s in the mold of the successful Eyewitness News format as used by WABC-TV in New York City. As a result, over a period of several years, channel 16 climbed to the top while channel 22 fell to the bottom in the Northeastern Pennsylvania market.[27] Though only slightly behind WBRE-TV, both stations combined had fewer viewers than channel 16's early evening news, which by 1981 commanded nearly half the audience[28] and in 1984 was the highest-rated early evening newscast in a three-station TV market in the country.[29]

A downtown shopping street. Visible at left-center is a two-story building with modernist design and a sign reading "S. S. Kresge Co."
From 1982 to 1999, WDAU-TV/WYOU operated from a downtown Scranton building previously home to an S. S. Kresge Co. department store, as seen in this 1978 image.

Compounding the station's fall was a protracted series of circumstances involving the Megargees' attempts to sell WDAU-TV between 1981 and 1984. That February, the Scranton Preparatory School—which had moved into the Wyoming Avenue building in 1963—gave WGBI and WDAU-TV a year to leave their basement studio so that it could alleviate overcrowding on its campus.[30] Three months later, channel 22 officially went on the market.[31] On September 17, Scranton Broadcasters agreed to sell the station for $12 million to a consortium of Robert Dudley, Charles Woods, and A. Richard Benedek. Under the deal, the new owners would construct a new studio facility for WDAU-TV so it could move out of the Scranton Prep building.[32] The transaction bogged down over the course of 1982 as the Dudley–Woods–Benedek group struggled to raise the cash necessary to make the purchase,[33] requiring extensions of time from the FCC.[34] In the meantime, as a result of the delays,[35] Scranton Broadcasters acquired a former S. S. Kresge department store in the 400 block of Lackawanna Avenue downtown and began refitting it to serve as channel 22's new home.[36] The Dudley–Woods–Benedek transaction hit another snag in November, despite an amended payment plan and FCC approval, due to hesitancy from a bank to put up the money the buyers owed at closing.[37] At the end of 1982, the buyers presented a last-ditch proposal to modify the deal accordingly,[38] which was rejected; the Megargees sued for breach of contract.[39] Litigation involving the buyers, the Bank of New York, and a law firm stretched into 1985, when a judge ruled in favor of the Megargee family.[40]

Philip Lombardo came close to buying the station and engaged in talks throughout 1982 and 1983,[41][42] but the Megargees instead agreed to sell WDAU-TV to an affiliate of the Atlanta-based Southeastern Capital Corporation, a diversified holding company.[43] The $10.2 million deal, approved in 1984, included a 15-year lease of the studio facility from Scranton Broadcasters.[44][45]

We stood stagnant, while Channel 16 went crazy.

Jack Scannella, longtime WDAU-TV/WYOU cameraman, on how the station fell to third place as WNEP-TV surged[46]

The lengthy sale process further deferred investment and attention in the station as its ratings continued to decline. Vacancies were left unfilled so that new managers could make hires; as a result, WDAU-TV had only three full-time reporters on its news staff by February 1984 compared to seven at WBRE-TV and nine at WNEP-TV, and its total news staff had shrunk by a third.[47] The station's equipment was outdated, another matter expected to be handled by new owners.[48] Alarmed by slumping ratings for the CBS Evening News and fearing that WDAU-TV's poor image weighed down its entire lineup of shows, CBS made two overtures to WNEP-TV within 18 months, in 1981 and again in 1983, in hopes of inducing an affiliation switch; channel 16 refused, remaining with ABC.[49]

Southeastern Capital ownership

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Southeastern Capital Corporation took control of WDAU-TV on July 26, 1984, and began implementing a series of changes to update the station under general manager Gene Bohi, who arrived in Scranton from WGHP in High Point, North Carolina. These included improvements to the station's picture quality,[50] as well as a new set for the newscasts.[51]

The new ownership led to changes in personnel. Kent Westling, the sportscaster, was fired the day before the new set debuted.[52] In January 1985, Powell—by this time a news director and editorialist—was fired after more than 31 years[53] and replaced with Larry Stirewalt, who had been WGHP's news director.[54] Debbie Dunleavy, the station's main female anchor, was briefly suspended at the same time for having her hair done without station permission;[54] she published a statement in support of Powell.[55] Powell filed a complaint of age discrimination and reached a settlement with WDAU-TV in April 1986.[56]

WDAU-TV hired Gary Essex, who had been one of the anchormen behind WNEP-TV's rise to number one in the 1970s,[27] away from KUSA in Denver to anchor its newscasts in 1985.[57] The local sales staff was expanded. That fall, the station began drafting plans to move its transmitter from Bald Mountain to Mountain Top to join the other area stations and give WDAU-TV much-needed signal parity with its competitors.[58] Seeking to shed an image as Scranton-centric, it opened a news bureau in Wilkes-Barre, changed its corporate name from Scranton Broadcasters to Keystone Broadcasters, and rolled out an image campaign titled "The Pride of Pennsylvania".[59] News ratings edged up slightly; the Arbitron survey showed WDAU-TV tying WBRE-TV for second place at 6 p.m.[60][61] Between November 1984 and November 1986, the station increased its audience share for the 6 p.m. news from 10 to 15 percent, tying WBRE-TV but far from the 51-percent share of viewers watching WNEP-TV.[62]

WYOU: Diversified Communications ownership

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In June 1986, Southeastern Capital Corporation agreed to sell WDAU-TV to Diversified Communications of Portland, Maine, for $22.5 million.[63] Coinciding with the activation of the new Mountain Top transmitter on Penobscot Knob, the call letters were changed to the current WYOU on October 9.[64] In 1986 and 1987, the station debuted a news helicopter, "Chopper 22"; a satellite newsgathering truck, "SpaceLink 22"; a new news set;[62] a 5:30 p.m. newscast, 1st News;[65] and a 6:30 a.m. newscast, News 22 Daybreak.[66] During this time, WYOU began moving ahead of WBRE-TV in early evening news ratings, though channel 28 continued to bounce back at 11 p.m. owing to the strength of NBC's prime time lineup.[67]

Diversified explored selling WYOU and most of its other television stations as early as 1993[68] and reached a deal with Vision Communications, a firm consisting of Scranton-area investors including channel 22's general manager, to purchase WYOU as well as WPDE-TV in South Carolina and WABI-TV in Maine.[69] When the economic outlook for the television industry improved and revenues rose, Diversified instead opted to retain control of the three stations.[70]

After carrying Star Trek: Voyager, the station added UPN as a secondary affiliation in June 1995. UPN programming ran primarily on weekends.[71] UPN programs moved to the new WQPX-TV (channel 64) in 1998.[72]

Nexstar ownership and operation

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He was like a kid at Christmas when he came up to tell me he had the money to buy this station.

Preston Padden, former Fox and ABC executive, recalling how Perry Sook felt when he bought WYOU[73]

The market for TV stations grew so hot that, by January 1996, Diversified was regularly receiving unsolicited offers of interest in WYOU from other companies. As a result, the company began exploring a potential sale of the station.[74] In June, Diversified announced the sale of WYOU to a new company, Nexstar Broadcasting Group, which would be headquartered in Scranton and led by Pennsylvania native Perry Sook. Sook founded Nexstar with ABRY Partners to buy major network affiliates in midsize markets.[75] It marked his return to broadcast station ownership; he formed Nexstar just days after closing on the sale of two TV stations in Oklahoma and Kentucky to Sinclair Broadcast Group.[76]

Nexstar assumed immediate operational control of WYOU upon the announcement of the sale and instituted a staff shake-up. Three top managers were fired and a fourth departed.[77] In August, citing a cash shortage and overstaffing, Nexstar dismissed three anchors, including Debbie Dunleavy, who had spent nearly 20 years with channel 22; Sook moved the husband-and-wife team of Kevin Daniels and Valerie Amsterdam to anchor the 6 and 11 p.m. newscasts.[78][79] WYOU unveiled a new logo and graphics and expanded its local morning newscast.[80] The license transfer received FCC approval in late September.[81]

In response to her dismissal, Dunleavy sued Diversified Communications for unjust termination in 1998.[82] The case was settled out of court in 2001.[83]

Consolidation with WBRE-TV

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As Nexstar was making staff changes at WYOU, WBRE-TV—the second-rated station in Northeastern Pennsylvania—was reluctantly put on the market. A group of limited partners successfully forced the managing partner in WBRE-TV's owner, Northeastern Television Limited Partners, to offer channel 28 for sale so they could receive a return on their investment.[84] Officials from ABRY Partners—Nexstar's capital backer—as well as Sook toured WBRE-TV.[85] In April 1997, Northeastern Television announced the $47 million[86] sale of WBRE-TV to Nexstar. At the time, duopolies were not permitted, so Nexstar opted to sell WYOU to Bastet Broadcasting of Columbus, Ohio. Bastet, in turn, would enter into a shared services agreement (SSA) with Nexstar.[87] Under the SSA, the stations could pool many operating functions and save on costs. Bastet was a sister company to Mission Broadcasting, which owned UPN affiliates in Greensboro, North Carolina, and Nashville, Tennessee;[86] both stations were run by other local broadcasters through local marketing agreements.[88][89][90]

The sale closed in December 1997 and became effective on January 5, 1998, leading the way for work to begin on the shared services plan between the two stations. The only departments that would not be shared were sales, programming, and accounting.[91] Eight WYOU employees lost their jobs in May 1998 as the news operation moved from Scranton to Wilkes-Barre, where both stations would be overseen by the WBRE-TV news director.[92][93] Shortly after the move, in July, the WYOU newscasts were rebranded as ActioNews, with a faster-paced format and emphasis on stories over reporters.[94] Frank Andrews, a former WNEP-TV anchor, was hired to anchor WYOU's evening newscasts in January 1999.[95]

Nexstar and Bastet considered consolidating WBRE and WYOU's advertising sales operations by way of a joint sales agreement in 1999. In May, the U.S. Department of Justice initiated an investigation of the stations' operations and those of other local media in response to the proposal[96] and to a similar plan by the companies to consolidate the ad sales of two TV stations in Wichita Falls, Texas.[97] Citing the resources needed to respond to the Department of Justice, the companies abandoned the plan in July.[98] At the end of 1999, WYOU vacated 415 Lackawanna Avenue and moved its sales and programming offices, as well as a Scranton news bureau for the WBRE–WYOU news operation, next door to smaller space on the third floor of the Oppenheim Building at 409 Lackawanna.[99][b]

The arrangement failed to create the improvements that were sought. In May 2000, WBRE-TV had 18 percent of the early evening news audience and WYOU another 7 percent; WNEP-TV commanded 42 percent.[101] In 2000, Nexstar shifted to differentiating WBRE and WYOU by their regional focus; the former emphasized Luzerne County and Wilkes-Barre, while the latter emphasized Lackawanna County and Scranton.[102] Two years later, the stations debuted combined morning and midday newscasts, Pennsylvania Morning and Pennsylvania Midday, presented by a mix of WBRE and WYOU personnel; evening newscasts remained separate.[103][104] In 2003, Nexstar split oversight of news for the two stations and elevated Andrews to the role of news director for WYOU;[105] Andrews left WYOU in March 2006 while preparing a run for the Pennsylvania House of Representatives. He won election that November, using his on-air and real last names as Frank Andrews Shimkus.[106][107]

In 2006, WYOU revamped its evening newscasts again, this time adopting an interactive format incorporating viewer emails and phone calls, as well as contributions from local weather spotters. Candice Grossklaus, previously the weekend anchor for WBRE, was teamed with Eric Scheiner, who came from a similar nontraditional newscast at WNDS-TV in Derry, New Hampshire.[108] The new newscasts eschewed regular sports coverage on weeknights.[109] The shared Pennsylvania Morning and Pennsylvania Midday shows were discontinued in January 2008; on WYOU, this resulted in its replacement with syndicated morning show The Daily Buzz.[110] The WYOU early evening news lineup was revamped again in June 2008 to consist of First at Four, a 4 p.m. early evening newscast; WYOU Interactive at 6 p.m.; and a new WYOU News at 7.[111]

End of separate newscasts on WYOU

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Nexstar and Mission announced on April 3, 2009, that WYOU would cease airing newscasts, with the final newscasts airing that night; they would be replaced by syndicated programs. This resulted in the layoffs of 14 personnel. The station saved nearly $900,000 a year from closing down its news department.[112][113] Dennis Thatcher, the chief operating officer of Mission Broadcasting, noted that many efforts to attract viewers with new formats, talent, or sets had failed despite the investment.[114] In the last Nielsen ratings prior to the closure, WYOU's weeknight 11 p.m. newscast only garnered a 4% share,[115] and sitcoms on WOLF-TV had better ratings than the 6 p.m. report.[114] Even with the ending of its separate news department, WYOU struggled to receive even a 3% share of the ratings for the syndicated programming that replaced the newscasts.[116]

Local news programs returned to WYOU on April 2, 2012, coinciding with a switch to high-definition news production for WBRE-TV. On that date, dedicated Eyewitness News newscasts at noon and 7 p.m. were added to WYOU's schedule, and the station began to simulcast WBRE's weekday morning and nightly 6 and 11 p.m. newscasts.[117]

In 2018, Nexstar announced it would acquire Tribune Media. Tribune had been the operator of WNEP-TV through a services agreement since 2014. Nexstar elected to retain WBRE, as well as its agreement to operate WYOU, and sold WNEP-TV to Tegna Inc. in 2019.[118][119]

WYOU's archive of newsfilm is the most extensive in the market. WBRE-TV lost all of its footage in 1972 because of Hurricane Agnes, which flooded the station's basement, while WNEP disposed of significant portions of its archive.[120]

Technical information

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Subchannels

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WYOU's transmitter is located at the Penobscot Knob antenna farm near Mountain Top.[1] The station's signal is multiplexed:

Subchannels of WYOU[121]
Channel Res. Aspect Short name Programming
22.1 1080i 16:9 WYOU-DT CBS
22.2 480i Mystery Ion Mystery
22.3 GetTV GET
22.4 Cozi Cozi TV

WBRE and WYOU began airing digital signals simultaneously in December 2002.[122] Both stations ceased analog broadcasts on the original digital transition date of February 17, 2009,[123] with WYOU continuing to broadcast on VHF channel 13.[124] It was repacked to channel 12 in March 2020 as a result of the 2016 United States wireless spectrum auction.[125]

Translator

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WYOU and the other major Scranton–Wilkes-Barre stations maintain secondary transmitters at Waymart, where the operation of the Waymart Wind Farm interferes with the reception of television signals from Mountain Top. In 2004, the FCC authorized the construction of a tower on Moosic Mountain.[126] FPL Energy (now NextEra Energy Resources), owner of the wind farm, built the facility to provide the signals of the major networks.[127]

Notes

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References

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[edit]
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WYOU

View on Grokipedia
from Grokipedia
WYOU (channel 22) is a licensed to , , serving as the affiliate for the Wilkes-Barre–Scranton media market, the 59th largest designated market area in the country with approximately 589,190 television households (2024–2025). Owned by , Inc., the station operates under a agreement with , which owns and manages co-located affiliate WBRE (channel 28); the two outlets share studios at 62 South Franklin Street in downtown Wilkes-Barre, while WYOU's transmitter is located on Knob near Mountain Top, . WYOU traces its roots to the 1950s, launching in 1953 as WGBI-TV (later WDAU-TV until 1986), the market's second television station and an early CBS affiliate. Nexstar Media Group acquired the station in 1996 as its inaugural property, later transferring ownership to Mission Broadcasting in 1998 while retaining operational control through the shared services agreement with WBRE, which Nexstar purchased in 1997. In 2009, WYOU discontinued its independent news programming amid industry consolidation, integrating fully with WBRE to produce unified local coverage under the 28/22 News banner, which airs on both stations and reaches over 1.3 million residents across Northeastern and Central Pennsylvania. Beyond network programming, WYOU features syndicated programming including and The Insider, while contributing to community initiatives including annual telethons for the Children's Miracle Network and broadcasts of the Scranton St. Patrick's Day Parade, one of the largest Irish parades in the United States.

Early history

Launch as WGBI-TV

WGBI-TV was founded by the Megargee family through their company, Scranton Broadcasters, and signed on the air on June 7, 1953, as channel 22, marking Scranton's inaugural television station and the second in after WBRE-TV's launch earlier that year. Operating as a affiliate from day one, it became the network's primary outlet in the Scranton/Wilkes-Barre market, a region where television was still a novel medium with low household penetration at the time. The station's debut broadcast aired at 4 p.m. with an hour-long dedication ceremony featuring speeches from the mayors of Scranton, Wilkes-Barre, Hazleton, and Pittston, along with representatives from Scranton Broadcasters, highlighting the community's excitement for local broadcasting. Construction of WGBI-TV involved months of preparation and substantial investment in facilities and equipment, including broadcasting gear supplied by for the station, its sister radio outlets, and future expansions. Studios were established in downtown Scranton, enabling production of content tailored to the local audience, while the transmitter was positioned on Knob near Mountain Top to deliver signals across the anthracite . This setup allowed the station to operate at 215,500 watts, providing clear reception to viewers in Scranton and surrounding communities despite the challenges of UHF transmission in an era dominated by VHF signals. Initial programming emphasized a blend of CBS network fare—such as popular shows and national news—and locally produced content, including weather updates and community-focused news segments to build viewer engagement in a market transitioning from radio dominance. Operated on a modest budget by a team led by the Megargee family, including several women in key roles, WGBI-TV quickly became a vital source of information and entertainment, fostering audience growth as television ownership rose from under 10% of U.S. households in 1950 to over 50% by mid-decade. Early milestones included the station's role in covering local events and providing emergency alerts, solidifying its place in the region's media landscape during the formative years of broadcast television.

Transition to WDAU-TV and Megargee repurchase

In August 1956, the Philadelphia Bulletin acquired a 75% controlling interest in WGBI-TV (channel 22) from the Megargee family for $650,000, forming a limited partnership that provided the station with access to the newspaper's extensive media resources. As part of the agreement, the Bulletin committed to upgrading the station's transmitter power to 1 megawatt visual effective radiated power to enhance coverage across northeastern Pennsylvania. The Federal Communications Commission approved the deal in October 1956 despite initial concerns over signal overlap between channel 22 and the Bulletin's WCAU-TV (channel 10) in Philadelphia, which ultimately led the Bulletin to divest WCAU-TV to CBS to resolve the issue. Following the approval, the station adopted the WDAU-TV call sign in 1957, aligning it with the Bulletin's branding. The partnership enabled operational enhancements, including facility improvements tied to the mandated power increase, which bolstered WDAU-TV's signal strength and market reach. These changes occurred amid growing competition from new UHF entrants in the Scranton–Wilkes-Barre market, notably WVUE-TV, an ABC affiliate that signed on in March 1957 but shut down after just nine months due to financial difficulties; WDAU-TV subsequently acquired WVUE-TV's construction permit and channel allocation in 1958, strengthening its market position in the area. In April 1959, the Megargee family repurchased the Bulletin's 75% stake for $700,000, restoring full ownership to Scranton Broadcasters Inc. and ending the short-lived partnership after three years. This transaction, approved by the FCC without noted controversies, returned decision-making to local hands and emphasized the station's roots in , building on its original establishment under Megargee control in 1953.

Dominance and challenges under Megargee ownership

Under the sustained control of the Megargee family, WDAU-TV emerged as a market leader in the Scranton–Wilkes-Barre area during the 1960s and 1970s, leveraging its role as the affiliate to capture significant viewership, especially in Scranton where it outperformed competitors. The station's and public affairs programs, such as in-depth coverage of regional issues in the anthracite coal communities, contributed to its strong performance and reflected the era's emphasis on community-oriented . The news department expanded notably under Megargee management, which was uniquely overseen by a group of five women from the family, fostering a reputation for reliable local through programs like Newscene 22. This growth included hiring dedicated staff for expanded evening newscasts and public affairs segments that engaged viewers on topics like labor disputes and regional development, enhancing the station's ties to communities. By the late 1970s, however, WDAU-TV's position began to erode as ABC affiliate surged ahead to claim market dominance, relegating WDAU to second place in overall ratings while held firm in Wilkes-Barre. In the early 1980s, these competitive pressures intensified with the proliferation of , which by 1989 reached over 50% of U.S. households and fragmented audiences away from traditional over-the-air signals, particularly affecting smaller-market stations like WDAU. Economic stagnation in the anthracite region further compounded these challenges, as the decline of —exemplified by widespread mine closures and job losses—reduced local advertising budgets and viewer disposable income, indirectly pressuring broadcast revenues. To address slipping viewership, the station implemented key changes in the late , including a shift from rebroadcasting WCBS-TV's signal to a direct feed from , which improved programming quality and timeliness for local audiences. Despite such adaptations, UHF rival WNEP's aggressive news expansions and the broader rise of cable options continued to test WDAU-TV's standing, leading to a gradual erosion of its once-commanding presence in the market.

Ownership transitions in the 1980s and 1990s

Southeastern Capital acquisition

In 1984, the Megargee family, facing mounting financial pressures from declining dominance in the market, sold WDAU-TV to Southeastern Capital Corporation for $12 million. The approved the transfer of control on July 24, 1984. Southeastern Capital Corporation, a Denver-based group with interests in , focused on small-market stations like WDAU-TV as part of its strategy to acquire undervalued assets and implement operational efficiencies. During its two-year ownership, the company maintained the station's CBS affiliation amid competition from ABC affiliate in the all-UHF Wilkes-Barre-Scranton market.

Diversified Communications era and renaming to WYOU

In June 1986, Southeastern Capital Corporation agreed to sell WDAU-TV, the affiliate in the Wilkes-Barre–Scranton market, to Diversified Communications of , for $22.8 million. The approved the assignment of authorization on July 18, 1986, and the sale closed later that year, coinciding with the station's rebranding to WYOU on October 9, 1986, adopting call letters intended to emphasize a viewer-centric approach with "You" in the name. Under Diversified's ownership, which lasted until 1996, the company prioritized bolstering and infrastructure to strengthen the station's position in a competitive market. This included expansions in coverage, such as extended newscasts and the introduction of specialized local shows focusing on community events and regional issues, alongside technical enhancements like upgraded equipment to improve broadcast quality. Diversified also invested in facility improvements, maintaining and modernizing the downtown Scranton studios on Lackawanna Avenue to support these initiatives. By the early , WYOU adapted to evolving syndication trends, incorporating popular off-network programs and talk shows to broaden its appeal beyond core network fare. Despite these efforts, the station faced ongoing challenges, including intense ratings competition from established rivals WBRE-TV (NBC) and WNEP-TV (ABC), as well as broader economic pressures in northeastern Pennsylvania. The region experienced sluggish job growth and industrial decline in the late 1980s and early 1990s, with manufacturing losses exceeding 21 percent across the Northeast from 1980 to 1990, impacting advertising revenues and viewer engagement in a Rust Belt market still recovering from the coal industry's downturn.

Modern ownership and operations

Mission Broadcasting acquisition and Nexstar shared services

Nexstar Broadcasting Group acquired WYOU, a affiliate serving the Scranton–Wilkes-Barre market, in June 1996 as its inaugural property. This purchase marked the founding of Nexstar under Chairman and CEO Perry A. Sook and positioned the station as a key asset in a mid-sized designated market area (DMA). In 1998, Nexstar purchased , the market's affiliate, but (FCC) rules at the time prohibited common ownership of two top-rated stations in the same market, effectively banning duopolies until regulatory changes in 1999. To comply with these limits while maintaining operational control, Nexstar sold WYOU to Mission Broadcasting, Inc., and simultaneously established a shared services agreement (SSA) under which Nexstar would provide sales, programming, and administrative services to WYOU. The SSA, initially formalized on January 5, 1998, between Nexstar and Mission's predecessor entity, enabled Nexstar to manage WYOU's non-news operations while directly owning . This arrangement exemplified the use of SSAs as a regulatory workaround to achieve de facto duopoly control in local markets, allowing for coordinated sales and programming decisions without violating ownership caps. By the early 2000s, the SSA facilitated significant operational integrations, including the relocation of WYOU's sales and business offices to WBRE's studios at 62 S. in Wilkes-Barre in November 2004, which streamlined administration and reduced overhead costs. These efficiencies unified non-news functions such as commercial production and audience promotion across both stations, enhancing cost-sharing and market competitiveness in the 59th-ranked DMA.

Consolidation of news with WBRE-TV

Prior to 2009, WYOU maintained a separate news department that produced local programming under the format, a style emphasizing community-focused reporting and on-scene coverage similar to that popularized by stations in larger markets. Key anchors during this period included Frank Andrews, who led the evening newscasts starting in January 1999 after joining from rival , alongside reporters covering events from the station's studios. This independent operation allowed WYOU to deliver tailored CBS-affiliated news, though viewership challenges persisted amid competition from . In April 2009, Nexstar Broadcasting Group announced the closure of WYOU's standalone department effective , resulting in the of 14 full-time employees and the integration of remaining staff into WBRE's operations. Following the shutdown, WYOU ceased producing original newscasts but began simulcasting select WBRE programs at 6:00 p.m. and 11:00 p.m. weekdays, providing continued local coverage without dedicated WYOU branding during this interim period. This partial integration marked the initial step in aligning resources under the agreement, reducing duplication while maintaining evening news availability for viewers. By early , the consolidation advanced to a full model, with WBRE launching high-definition newscasts on April 2 that extended across both stations. WBRE's programming aired simultaneously on WYOU Monday through Friday from 5:00 to 7:00 a.m., and daily from 6:00 to 6:30 p.m. and 11:00 to 11:35 p.m., including weekend editions; WYOU also received exclusive weekday broadcasts of at Noon (12:00 to 12:30 p.m.) and at 7 (7:00 to 7:30 p.m.). The upgrade featured a new HD news set, cameras, and graphics at WBRE's facility, where WYOU's operations had already consolidated, enhancing production quality with sharper visuals and improved tools. The news integration had notable impacts on staffing and operations in the Wilkes-Barre/Scranton market, including the layoffs that streamlined resources but drew for reducing independent voices in local . By 2012, the full improved efficiency and visual standards, allowing for broader coverage of regional stories without separate crews, though it required viewers to adapt to unified branding across and affiliates. This model ensured sustained local news presence for audiences, balancing cost savings with consistent reporting on community issues.

Recent developments and market consolidation

Following the consolidation of news operations with WBRE-TV in the early 2010s, WYOU has focused on digital enhancements to broaden its reach. In June 2025, WYOU and WBRE rebranded their shared website to 2822news.com, improving access to local news, weather, and community content through a unified platform. The stations expanded their social media presence, with the 28/22 News Facebook page amassing over 100,000 likes and regularly posting video updates, live streams, and interactive polls to engage Northeastern Pennsylvania audiences. Additionally, WYOU introduced lifestyle programming such as syndicated shows like Entertainment Tonight and local initiatives including "NEPA’s Children First," which highlights community support for families, alongside annual broadcasts of the Children's Miracle Network telethon, through which the stations have helped raise more than $66 million for Geisinger Health System since 1984. In the 2020s, WYOU has navigated market dynamics through the stability of its shared services agreement (SSA) with , which has enabled efficient operations since 1998 without major disruptions. To address trends affecting traditional TV viewership, the station promoted streaming options, including integration with Paramount+ for access to network content beyond local broadcasts, allowing subscribers to view WYOU programming on mobile devices and smart TVs. Nexstar's broader strategy, including the 28/22 News updated on November 4, 2025, for live streaming, has helped mitigate subscriber losses by shifting focus to over-the-air and digital platforms. A significant development occurred in August 2025 when Nexstar announced a $6.2 billion acquisition of TEGNA Inc., pending FCC approval expected in the second half of 2026. On November 18, 2025, TEGNA shareholders approved the merger, and Nexstar filed applications with the FCC for approval. This deal would potentially add WNEP-TV, TEGNA's ABC affiliate in the Wilkes-Barre/Scranton market, to Nexstar's portfolio, creating operational synergies for WYOU through expanded resource sharing such as unified news crews and facilities, similar to its existing SSA with WBRE. However, the merger faces regulatory scrutiny over local media concentration, following a July 2025 federal court ruling that lifted FCC ownership limits, raising concerns about potential job reductions and diminished competition in Northeastern Pennsylvania. As of November 2025, WYOU remains owned by Mission Broadcasting with operations managed by Nexstar under the longstanding SSA, and no major changes have resulted from the pending merger. The station continues to prioritize local CBS programming and digital delivery to sustain its role in the 59th-largest designated market area.

Technical information

Subchannels and digital transition

WYOU launched its digital television signal in December 2002 on VHF channel 13, ahead of the mandated full-power transition. The station shut down its analog signal, previously broadcast on UHF channel 22, on February 17, 2009—the original national deadline before a delay to June 12—fully converting to digital operations. Post-transition, the primary CBS affiliation airs on virtual channel 22.1 in 1080i resolution, while the physical transmission shifted to VHF channel 12 following a 2020 spectrum repack. As of November 2025, WYOU's digital multiplex carries four subchannels to serve diverse viewer interests and optimize spectrum use. Subchannel 22.1 features the main network feed, including national news, primetime dramas, and sports. Subchannel 22.2 broadcasts , a 24-hour channel from E.W. Scripps offering true crime series, courtroom shows, and mystery dramas such as and . Subchannel 22.3 airs getTV, operated by , with classic black-and-white films, Westerns, and vintage TV like and . Subchannel 22.4 delivers , managed by , emphasizing nostalgic family programming including sitcoms such as , , and . These subchannels operate in standard definition and are governed by affiliation agreements that provide stations with programming at low cost in exchange for shares. Nexstar Media Group, through its shared services agreement with owner Mission Broadcasting, oversees WYOU's multicast operations to diversify revenue beyond core CBS affiliation fees. By filling subchannels with syndicated networks, the strategy targets underserved demographics—like older viewers for classic content—generating incremental income via national ad sales, reverse compensation from networks, and enhanced local inventory appeal to advertisers. This model has become a standard for U.S. broadcasters, allowing efficient use of unused digital capacity post-transition without additional spectrum costs. The station's digital rollout embraced ATSC 1.0 standards, supporting HD main programming and SD multicasting with improved audio via . In 2020, WYOU relocated to VHF channel 12 as part of the FCC's incentive auction to free up spectrum for , maintaining coverage from its transmitter at Penobscot Knob near Mountain Top, . As of 2025, WYOU has not implemented , the advanced standard offering 4K video, interactive features, and better mobile reception, which remains in voluntary deployment nationwide with limited .

Signal coverage and translators

WYOU's transmitter is located on Penobscot Knob near Mountain Top, , at coordinates 41°10′58″N 75°52′25″W. The facility broadcasts with an (ERP) of 30 kW on VHF channel 12 and a (HAAT) of 471 meters (1,545 feet). The station's primary signal covers the Scranton–Wilkes-Barre designated market area (DMA), the 59th-largest in the United States, serving a population of approximately 1.32 million people across 589,190 television households. Its noise-limited contour extends roughly 70.5 miles from the transmitter, encompassing about 15,625 square miles and an estimated population of 3.5 million, including fringe areas beyond the core DMA in . To extend service to rural , WYOU operates a digital replacement translator, W25EI-D (UHF channel 25), licensed to Waymart and transmitting from Forest City at coordinates 41°37′55″N 75°25′32″W. This low-power has an ERP of 0.3 kW and a coverage contour of about 19.5 miles, reaching an estimated 196,000 people in areas otherwise impaired by terrain and interference. The translator addresses signal disruptions caused by the nearby Waymart operated by , ensuring reliable over-the-air reception in Wayne County and surrounding rural communities. Historically, WYOU (formerly WDAU-TV) has utilized since the 1970s to bolster coverage in remote parts of the market, predating power upgrades that improved the main signal's reach. No additional low-power boosters or fiber-linked distribution facilities are currently authorized beyond the primary transmitter and this .

References

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