WDBJ
WDBJ-TV, virtual channel 7 (UHF digital channel 18), is a CBS-affiliated television station licensed to Roanoke, Virginia, United States, serving as the CBS outlet for the Roanoke–Lynchburg designated market area (DMA).[1] The station signed on the air on October 3, 1955, as a sister to WDBJ radio and has maintained its CBS affiliation continuously since inception, originally under ownership of the Times-World Corporation, publishers of the Roanoke Times.[2] Now owned by Gray Television, WDBJ operates studios on Hershberger Road in northwest Roanoke and broadcasts from a transmitter atop Poor Mountain in Roanoke County, delivering news, weather, and sports programming to southwestern Virginia.[3] Within three years of launch, it became the highest-rated station in the market—a dominance it has retained amid competition from ABC affiliate WSLS-TV and NBC affiliate WSET-TV.[2] Gray Television acquired WDBJ in 2014 from Schurz Communications as part of a larger portfolio expansion, integrating it with low-power sister station WZBJ (channel 24, MyNetworkTV affiliate) under shared operations to enhance local content delivery across multiple subchannels, including CBS on 7.1, Grit on 7.2, and Heroes & Icons on 7.3.[3] The station's early growth reflected the post-World War II boom in television adoption, transitioning from radio synergies to visual broadcasting with initial studios in downtown Roanoke before relocating.[2] Defining its legacy are consistent high ratings driven by regional focus on Appalachian coverage, though it faced national scrutiny in 2015 following the on-air murder of reporter Alison Parker and cameraman Adam Ward by a former station colleague during a live segment in Moneta, Virginia—an incident that underscored vulnerabilities in broadcast journalism without altering its operational primacy.[2][4]History
Founding and early operations (1955–1969)
WDBJ-TV, channel 7, signed on the air as Roanoke, Virginia's second television station on October 3, 1955, extending the legacy of its AM radio predecessor, WDBJ, which had been broadcasting since 1924.[2] The station was founded and initially owned by the Times-World Corporation, publisher of the Roanoke Times and Roanoke World-News, which leveraged its radio affiliation with CBS to secure a primary affiliation for the new television outlet from launch.[2] Operations began with studios in the Mountain Trust Bank Building in downtown Roanoke and a transmitter on Mill Mountain, serving the Roanoke-Lynchburg market with a focus on network feeds supplemented by local content.[5] As a CBS affiliate, WDBJ-TV aired national programming while developing local productions typical of mid-1950s broadcast stations, including early news segments and community specials; notably, in 1955, it produced "Virginia's Dilemma," one of the first Virginia television programs addressing school desegregation amid the post-Brown v. Board of Education landscape.[6] The station's facilities supported basic live and filmed local content, with growth prompting plans for expanded studios by the late 1950s at the corner of Brandon Avenue and Colonial Avenue in southwest Roanoke to accommodate increasing programming demands.[7] Through the 1960s, WDBJ-TV maintained its CBS exclusivity in the market, broadcasting a mix of network shows, local news, weather, and public service announcements, while sharing resources with co-owned radio stations WFIR and WDBJ-FM.[2] Transmitter upgrades and coverage expansions improved signal reach across western Virginia, solidifying its role as a key information source during events like the civil rights era transitions. Operations remained under Times-World ownership until 1969, when the corporation sold its broadcast properties, including WDBJ-TV, to Landmark Communications.[8]Ownership transitions and expansions (1969–2000)
In 1969, the Times-World Corporation, which had owned WDBJ since its founding, merged with Norfolk-based Landmark Communications, retaining control of the associated Roanoke newspapers but divesting the television station to comply with Federal Communications Commission rules prohibiting common ownership of a newspaper and broadcast outlet in the same market.[9] The FCC approved the transfer of WDBJ to Schurz Communications, Inc., a South Bend, Indiana-based media company, on October 29, 1969.[10] This marked the end of local newspaper-broadcast cross-ownership for the station and initiated a period of stable stewardship under Schurz, which expanded its broadcast holdings beyond its Midwestern radio roots.[10] Under Schurz ownership, WDBJ focused on operational enhancements rather than further ownership changes through 2000. The station maintained its CBS affiliation while investing in infrastructure to serve the Roanoke–Lynchburg market more effectively, including maintenance of its transmitter facilities on Poor Mountain to ensure signal coverage across southwestern Virginia. In 2000, Schurz announced plans for a major expansion: construction of a new studio facility on the site of the former Best Products warehouse in northwest Roanoke, following the building's demolition, to modernize production capabilities amid growing demands for local news and programming.[11] This project reflected Schurz's strategy of bolstering key market assets without altering corporate control, positioning WDBJ for digital-era transitions in the early 21st century.Schurz Communications era (2000–2018)
Schurz Communications, which had owned WDBJ since its acquisition in 1969, oversaw the station's transition to digital broadcasting during this period. The station signed on its digital signal on UHF channel 30 on April 30, 2002, ahead of the federal mandate for full-power stations to cease analog transmissions.[1] This upgrade enabled expanded programming options, including the launch of digital subchannel 7.2 in 2004, branded as "7 Too," which initially featured rebroadcasts of WDBJ newscasts and select syndicated content.[12] Under Schurz ownership, WDBJ maintained its position as the market leader in local news, supported by investments in four regional news bureaus serving the Roanoke-Lynchburg area.[13] The station updated its longtime logo in late July 2012, incorporating elements of its classic "7" design while modernizing for digital platforms. Schurz emphasized community-focused journalism, contributing to WDBJ's reputation for stability amid competitive shifts in the market.[14] A tragic on-air shooting on August 26, 2015, resulted in the deaths of WDBJ reporter Alison Parker and cameraman Adam Ward during a live broadcast in Moneta, Virginia.[13] The perpetrator, a former station employee, died by suicide after a manhunt.[15] This event drew national attention to workplace safety in broadcasting and prompted Schurz to reassess its portfolio. In response, Schurz announced on September 14, 2015, its exit from broadcasting, agreeing to sell its television and radio assets, including WDBJ, to Gray Television for $442.5 million.[16] The deal, which positioned WDBJ as Gray's third Virginia property, faced regulatory scrutiny but closed on February 16, 2016, after divestitures to address overlap concerns.[17] Operations transitioned smoothly, with WDBJ retaining its CBS affiliation and news dominance post-acquisition.[18]Gray Television acquisition and recent developments (2018–present)
In August 2018, Gray Television, which had owned WDBJ since acquiring it from Schurz Communications in February 2016, announced an agreement to purchase low-power station WFFP-TV (channel 24) in Danville, Virginia, from Liberty University for an undisclosed amount, along with translator WLHG-CD in Lynchburg.[19][20] The deal enabled Gray to convert WFFP to a full-power facility and relaunch it as WZBJ on September 1, 2018, as a MyNetworkTV affiliate, establishing a duopoly with WDBJ in the Roanoke–Lynchburg market.[21] This expansion allowed WDBJ to extend its weekday morning, noon, and evening newscasts to WZBJ, increasing local news availability across the region.[22] Under Gray's ownership, WDBJ maintained its CBS affiliation, which was renewed in November 2021 as part of a broader multi-year agreement covering Gray's stations.[23] The station adopted ATSC 3.0 (NextGen TV) broadcasting standards, enhancing over-the-air picture quality, sound, and interactivity for compatible receivers in the market.[24] Gray Television, rebranded as Gray Media effective in 2025, continued to integrate WDBJ into its portfolio of over 180 stations, focusing on local content production without major structural changes to the Roanoke operations reported through October 2025.[25] In April 2024, Gray renewed its syndicated InvestigateTV+ program, which airs investigative segments potentially contributing to WDBJ's schedule, reflecting the company's emphasis on expanded news programming across affiliates.[26]Ownership and facilities
Corporate ownership structure
WDBJ's broadcast license is held by Gray Television Licensee, LLC, a wholly owned subsidiary responsible for operating the station under Federal Communications Commission regulations.[27] This entity reports to Gray Television, Inc., the ultimate parent company, which acquired WDBJ through its purchase of Schurz Communications' television assets on February 1, 2016, for approximately $442.5 million.[16] Gray Television, Inc., headquartered at 4370 Peachtree Road NE in Atlanta, Georgia, owns and operates around 180 local television stations in 113 markets, making it one of the largest broadcast station groups in the United States as of 2023.[28] The parent company is publicly traded on the New York Stock Exchange under the ticker symbol GTN, with institutional investors holding the majority of shares; as of October 2025, its market capitalization stands at roughly $600 million.[29] Leadership includes Chairman and CEO Hilton H. Howell Jr., who has guided the company since 2004, and President and Co-CEO Pat LaPlatney, overseeing operational expansions including duopolies like WDBJ's shared facilities with sister station WZBJ (channel 24).[28] This structure allows centralized management of content distribution, advertising, and digital assets while maintaining local operational control in Roanoke.[30] No significant changes to this ownership hierarchy have been reported since the 2016 acquisition, reflecting Gray's strategy of consolidating mid-sized markets for economies of scale in programming and news production.[31]Studio, transmitter, and operational infrastructure
WDBJ's primary studio facility is situated at 2807 Hershberger Road in northwest Roanoke, Virginia, serving as the hub for news production, programming, and administrative operations.[32] This location, operational since the early 2000s following a relocation from downtown Roanoke, accommodates master control rooms, editing suites, and broadcast equipment shared with co-owned stations including WZBJ.[5] The studios support both analog legacy systems and modern digital workflows, including automated playout systems integrated via BXF interfaces for traffic and automation coordination, implemented in 2011 to enhance operational efficiency.[7] The station's transmitter is positioned on Poor Mountain in Roanoke County, approximately 2,100 feet above sea level, providing extensive coverage across southwest Virginia.[33] Activated in 1956 after an initial broadcast from Mill Mountain, the site features a high-power UHF antenna with an effective radiated power exceeding 600 kW for digital signals.[5] In November 2019, maintenance crews replaced the transmission tower to ensure continued reliability amid aging infrastructure.[33] The facility includes backup power generators and remote monitoring capabilities to maintain 24/7 broadcast continuity. Operational infrastructure encompasses automated master control systems for scheduling and playback, overseen by a dedicated team handling signal distribution, satellite feeds, and microwave links for field reporting.[7] These elements integrate with Gray Television's broader network for content syndication and emergency alert dissemination, ensuring compliance with FCC requirements for public service broadcasting.[27] Redundant fiber optic connections link the studios to the transmitter, minimizing downtime during severe weather events common to the region.Programming
Network affiliation and syndicated content
WDBJ signed on as a CBS affiliate on December 11, 1955, and has maintained a primary affiliation with the network continuously since its inception, broadcasting the full CBS schedule of national news, primetime entertainment, daytime dramas, and sports programming.[2][34] Alongside CBS content, WDBJ carries first-run syndicated programming to fill daytime, early evening, and fringe time slots, prioritizing high-rated game shows and talk formats popular among affiliates. Key offerings include Wheel of Fortune, aired weekdays at 7:00 p.m. ET, and Jeopardy!, aired immediately following at 7:30 p.m. ET, both of which draw strong local viewership as lead-ins to the station's 6:00 p.m. newscast when preemptions occur.[35][36] The station has occasionally adjusted these slots for special events, such as sports overruns, but restores them promptly to capitalize on their established audience.[35] Additional syndicated content includes late-night game shows like 25 Words or Less and select infotainment segments, though the emphasis remains on proven performers to complement local news and network feeds without significant preemptions of CBS obligations.[37] This mix supports WDBJ's strategy in the Roanoke–Lynchburg market, where syndicated staples help retain advertisers amid declining traditional viewership trends.[14]Local non-news programming
WDBJ produces a modest slate of original local non-news programming, emphasizing community features, lifestyle segments, and seasonal specials rather than daily talk formats common at other affiliates. The station's 7@four airs weekday afternoons, showcasing human interest stories, local experts, and practical advice, such as profiles on regional culinary traditions and wellness initiatives led by community figures like Floyd County restaurateurs promoting nutritious eating habits.[38] Here at Home serves as another key outlet for non-news content, presenting themed episodes on holidays, cultural events, and resident achievements, including Halloween-themed explorations of local attractions and community traditions.[39] This program focuses on uplifting, apolitical narratives drawn from the Roanoke Valley and surrounding areas, often incorporating viewer-submitted content and partnerships with regional organizations. In sports entertainment, WDBJ originates Friday Football Extra, a weekly preview show dedicated to high school football since its debut on September 14, 1984, making it the first such specialized program in Virginia.[40] The half-hour format includes game analysis, player interviews, and highlights from southwest Virginia teams, airing Fridays during the fall season to engage local audiences without overlapping news operations. Beyond these, the station occasionally broadcasts community specials, such as anniversary tributes or event coverage, but relies heavily on CBS network and syndicated fare for the remainder of non-news slots.[41]News operations and public affairs
WDBJ's news department produces locally originated newscasts under the WDBJ7 News banner, providing coverage of the Roanoke–Lynchburg market with a focus on regional events, weather, and sports.[42] The station airs multiple daily broadcasts, including morning editions, evening slots at 5:00 p.m., 6:00 p.m., and 11:00 p.m. weekdays, as well as weekend programming such as WDBJ7 News Sunday Morning.[41] These newscasts emphasize investigative reporting, community issues, and breaking news, supported by a team of anchors, reporters, meteorologists, and producers operating from studios on Hershberger Road in Roanoke.[43] Key figures in the news operation include anchors like Melissa Gaona, who handles weekday 4:00 p.m. and 5:00 p.m. newscasts and hosts the recurring "Hometown Veterans: Honoring Our Heroes" series on the last Thursday of each month.[43] The department has earned recognition for journalistic excellence, including three regional Edward R. Murrow Awards in recent years for categories such as podcasting and overall news excellence, as well as multiple Virginias Associated Press Broadcasters (VAPB) honors.[44] In 2023, reporter Leanna Scachetti and editor Ben Riquelmy received a national Murrow Award for their Black History Month podcast series.[45] Additional accolades include 2024 Associated Press awards for broadcasters covering local stories.[46] Public affairs efforts at WDBJ include public service announcements produced in-house and aired at the station's discretion to promote community welfare, alongside special programming and digital content.[47] These encompass podcasts like Hometown Stories, which explores regional narratives in the Blue Ridge Mountains and central Virginia, and The Process Podcast, offering behind-the-scenes insights into news production with an emphasis on transparency and accountability.[48] Other series address health (Hometown Health), sports (Hometown Sports Extra), and community spotlights, fulfilling the station's commitment to local informational programming as required under FCC guidelines for public interest.[48]Digital and technical services
Multicast subchannels and WDBJ-DT2
WDBJ transmits four digital subchannels via its UHF digital channel 18 multiplex, providing additional programming options to viewers in the Roanoke–Lynchburg designated market area.[49]| Virtual channel | Video | Aspect | Call sign | Network/Programming |
|---|---|---|---|---|
| 7.1 | 1080i | 16:9 | WDBJ-HD | CBS |
| 7.2 | 480i | 16:9 | WDBJ365 | the365 |
| 7.3 | 480i | 4:3 | WDBJ-DT3 | Heroes & Icons |
| 7.4 | 480i | 16:9 | WDBJ-DT4 | True Crime Network |