WNOL-TV
WNOL-TV, virtual channel 38 (UHF digital channel 15), is a television station licensed to New Orleans, Louisiana, United States, serving as an owned-and-operated station of The CW network.[1][2] The station is owned by Nexstar Media Group alongside ABC affiliate WGNO (channel 26), with both sharing studios at The Galleria in Metairie and a transmitter located in Chalmette.[3] WNOL-TV first signed on the air in 1984 as an independent station and became a charter affiliate of the Fox Broadcasting Company in 1986.[4] In 1996, it switched affiliations to The WB Television Network amid a broader realignment of network partnerships in the market.[4] Following The WB's merger with UPN to form The CW in 2006, WNOL-TV joined the new network and has remained its affiliate since, operating as an O&O due to Nexstar's majority ownership stake in The CW.[4][2] Branded on-air as NOLA 38, the station's primary channel (38.1) airs The CW's primetime lineup, syndicated daytime programs, and classic sitcoms including Seinfeld and The Big Bang Theory in evenings.[5] It also broadcasts an 11 p.m. newscast titled "News with a Twist", produced by sister station WGNO, along with local content like high school sports coverage and music playlists.[4] WNOL-TV's digital subchannels include Grit (38.2) for Westerns, Charge! (38.3) for action and crime dramas, and Comet (38.4) for science fiction series.[2] The station has been involved in community initiatives, including the annual Coats for Kids drive and partnerships with local charities through events like Give Nola Day.[3] On cable providers in the market, WNOL-TV is available on Cox Communications and AT&T U-verse channel 11.[3]History
Establishment
Channel 38 Associates, a consortium led by Harold E. Protter as president, was awarded a construction permit by the Federal Communications Commission (FCC) in 1983 to establish an independent UHF television station on channel 38 in New Orleans, Louisiana.[6] The group, formed specifically for this purpose, aimed to serve the growing demand for non-network programming in a market long dominated by VHF affiliates.[7] WNOL-TV signed on the air on March 25, 1984, becoming the second independent station in the New Orleans market after WGNO (channel 26). Initial operations were based out of studios at 1661 Canal Street in downtown New Orleans, with the transmitter located in Chalmette, Louisiana. The station's early programming lineup emphasized syndicated off-network sitcoms and dramas, classic movies, cartoons, and limited local interest shows, such as community events and regional sports highlights, to attract a broad audience underserved by the major networks.[8][4] Launching into a competitive landscape posed significant challenges for WNOL-TV, as the New Orleans market featured three established VHF network affiliates—WDSU (NBC), WWL-TV (CBS), and WVUE (ABC)—which commanded the majority of viewership and prime syndicated content, alongside the existing UHF independent WGNO (channel 26). As a UHF station, WNOL faced technical hurdles like weaker signal propagation compared to VHF competitors, requiring viewers to adjust antennas for optimal reception, and financial pressures from bidding against WGNO for popular programming packages. Despite these obstacles, the station quickly gained traction by targeting younger demographics with energetic promotions and diverse fare.[9]TVX ownership
In December 1985, TVX Broadcast Group, a Virginia Beach-based company specializing in UHF independent stations, acquired WNOL-TV from Channel 38 Associates for $13.7 million, with the transaction filed at the Federal Communications Commission on December 13.[7] The purchase exemplified TVX's aggressive expansion strategy during the 1980s, when the independent television sector was burgeoning amid deregulation and rising competition from cable; the company targeted underperforming mid-sized market outlets like WNOL, which had launched only two years earlier but faced financial losses, to build a portfolio of cost-efficient properties primarily in the southern United States.[10] Under TVX ownership, WNOL-TV underwent operational adjustments to enhance viability, including renegotiations to reallocate resources toward revenue-generating activities. This supported increased focus on local advertising sales, capitalizing on the station's growing audience in New Orleans' competitive market. TVX also emphasized syndicated programming acquisitions suited to the prime access hour (typically 7:00–8:00 p.m.), such as off-network sitcoms and talk shows, to fill schedules and attract advertisers seeking alternatives to network dominance. A pivotal development came in August 1986, when TVX secured a group affiliation agreement with the newly formed Fox Broadcasting Company, positioning its stations—including WNOL-TV—as charter affiliates.[11] WNOL-TV joined the Fox lineup on October 9, 1986, debuting with the network's initial late-night offering, The Late Show Starring Joan Rivers, aired weeknights at 11:30 p.m.; this was followed in April 1987 by Fox's expansion into prime time with Saturday-night programming like Married... with Children and The Tracey Ullman Show, integrated into WNOL's existing independent format of movies, cartoons, and syndication.[4] These additions displaced some older syndicated fare but aligned with Fox's strategy of lighter scheduling, enabling WNOL to maintain a robust local ad inventory while gradually closing the ratings gap with established independents in the market.Quincy Jones ownership
In 1989, Quincy Jones Broadcasting Inc. acquired WNOL-TV from TVX Broadcast Group for $7.1 million, marking Jones' entry into television station ownership and one of the notable instances of minority-led control in local broadcasting at the time.[12] The purchase was financed through a partnership with Time Warner Inc., which held a significant stake in the venture, reflecting Jones' broader ties to the entertainment industry.[13] This acquisition positioned WNOL as a key asset in Jones' expanding media portfolio, emphasizing opportunities for African American entrepreneurs in a historically white-dominated field.[14] Under Jones' ownership, WNOL continued its affiliation with the Fox network, which it had held since the network's 1986 launch, while focusing on diverse programming to appeal to New Orleans' multicultural audience.[15] The station aired a mix of Fox primetime shows alongside syndicated cartoons, sitcoms, movies, and dramas, with an increased emphasis on content reflecting urban and minority perspectives, aligning with Jones' background as a renowned music producer.[16] Community engagement was prioritized through sponsorships of outreach programs and public-service announcements that highlighted local youth achievements and cultural events, fostering stronger ties to the city's vibrant music and arts scene—areas close to Jones' personal interests, given his historical connections to New Orleans jazz heritage.[17] A pivotal initiative came in 1994 when Jones co-founded Qwest Broadcasting LLC with partners including Geraldo Rivera, Willie Davis, and Don Cornelius, backed by a 45% stake from Tribune Broadcasting.[18] Qwest acquired full control of WNOL from the Time Warner partnership for $17 million, integrating it into a portfolio that included Atlanta's WATL-TV and aimed to develop 12 stations over several years with up to $500 million in investments.[17] This joint venture enhanced WNOL's operations by positioning it as a testing ground for innovative local programming, including expanded news segments designed to mirror community diversity and potentially feed into national syndication.[17] Jones' broader media endeavors, such as producing films and records through affiliated entities, influenced WNOL's role as a platform for culturally resonant content until Qwest sold the station to Tribune in 1999 for approximately $90–100 million amid the FCC's duopoly rule changes.[19][14]Loss of Fox affiliation and switch to The WB
In 1994, as part of a broader national television realignment driven by Fox's acquisition of National Football Conference broadcast rights, the network sought to affiliate with stronger VHF stations to enhance signal reach and viewership for high-profile sports programming.[20] In New Orleans, this strategy led Fox to shift its affiliation from UHF station WNOL-TV (channel 38) to the established VHF outlet WVUE-TV (channel 8), which had previously carried ABC programming.[21] The change was announced in August 1994, reflecting Fox's preference for VHF channels in key markets like the 36th-largest U.S. television market to better compete with the Big Three networks.[20][22] The affiliation loss took effect on January 1, 1996, concluding WNOL-TV's decade-long partnership with Fox that had begun at the network's 1986 launch under TVX ownership and continued under Quincy Jones.[21] Immediately, WNOL-TV transitioned to The WB Television Network, becoming New Orleans' charter affiliate for the upstart service that had debuted nationally in January 1995.[4] This switch was part of a three-way shuffle in the market: WVUE-TV picked up Fox, displacing ABC to WGNO-TV (channel 26), which in turn ceded its WB affiliation to WNOL-TV.[21] To align with the new network, WNOL-TV rebranded as "WB 38," incorporating The WB's logo and promotional elements into its on-air identity and station vehicles.[4] WNOL-TV's inaugural WB lineup featured the network's primetime slate targeted at younger audiences, including sitcoms such as The Wayans Bros., Unhappily Ever After, Kirk, and Sister, Sister, airing weeknights from 8:00 to 10:00 p.m.[23] Weekends introduced the Kids' WB! block, a youth-oriented programming segment with animated series like Animaniacs, Freakazoid!, and Superman: The Animated Series, designed to attract teens and children during morning hours.[23] The station supplemented this with syndicated fare absorbed from WGNO-TV, such as talk shows and off-network reruns, to fill daytime and late-fringe slots.[21] The affiliation change had mixed impacts on WNOL-TV's operations and audience. While losing Fox's NFL broadcasts and primetime hits like The Simpsons reduced its sports viewership, the WB's focus on edgy, demographic-specific content helped WNOL-TV maintain relevance as an upstart UHF station in a market dominated by VHF Big Three affiliates WDSU (NBC), WWL (CBS), and the newly Fox-aligned WVUE.[22] In New Orleans, where independent and secondary outlets like WNOL-TV and WGNO-TV had long vied for shares against entrenched networks, the switch stabilized WNOL-TV's programming pipeline, fostering competition through youth-targeted fare amid the post-realignment landscape.[21] Overall, it positioned the station to capture emerging cable-era audiences, though initial viewership dipped as the market adjusted to the redistributed affiliations.[22]Tribune Broadcasting ownership
In November 1999, Tribune Broadcasting agreed to purchase the remaining 67 percent stake in Qwest Broadcasting that it did not already own, acquiring full control of WNOL-TV in New Orleans and WATL-TV in Atlanta for $95 million.[24] The transaction, completed in February 2000, capitalized on recent FCC rule changes legalizing television duopolies and positioned Tribune to operate WNOL-TV alongside its existing ABC affiliate WGNO-TV, creating the first such ownership cluster in the New Orleans market.[25] WNOL-TV maintained its affiliation with The WB under Tribune ownership, drawing on the company's 25 percent equity interest in the network to deliver a robust lineup of youth-oriented programming.[26] This stability facilitated a smooth transition when The WB merged with UPN to form The CW in January 2006, a 50-50 joint venture between Warner Bros. and CBS Corporation in which Tribune held a key ownership role.[27] As a charter CW affiliate, WNOL-TV continued emphasizing network-supplied series targeted at younger demographics, supplemented by syndicated fare to broaden its appeal within Tribune's growing portfolio of CW stations. Tribune enhanced WNOL-TV's operations through strategic investments, including the consolidation of studio facilities with WGNO-TV in July 2005 at a new shared location atop the New Orleans Centre on Canal Street, which optimized resource allocation and supported duopoly efficiencies.[28] From 1999 to 2019, Tribune's management focused on integrating WNOL-TV into its national broadcasting framework, leveraging the duopoly for cross-promotional opportunities between ABC and CW content while prioritizing syndicated acquisitions and operational streamlining to maintain competitive positioning in the market.[19]Operations during and after Hurricane Katrina
As Hurricane Katrina approached New Orleans in late August 2005, Tribune Broadcasting, owner of WNOL-TV and sister station WGNO, implemented a comprehensive contingency plan to sustain operations, including pre-positioning satellite trucks in Houston and other cities and coordinating with equipment vendors like Harris Corporation to prepare transmitters.[29] On August 29, 2005, the day the storm made landfall, severe flooding inundated the stations' shared studios at the New Orleans Centre shopping mall and their transmitter building, forcing a complete shutdown of local operations.[29][30] In the immediate aftermath, WNOL-TV's news staff evacuated to Baton Rouge, Louisiana, where they partnered with local ABC affiliate WBRZ-TV to produce and air 10 consecutive days of round-the-clock coverage of the disaster, distributed via Cox Cable systems.[29] Master control functions were remotely shifted to Tribune facilities in Chicago (WGN-TV) and Indianapolis (WXIN-TV), while programming feeds were limited to satellite distribution to providers like DirecTV and EchoStar, as well as surviving cable operators in the region.[29] Additional support came from staging satellite trucks in Houston for remote contributions, enabling limited live reports amid the chaos.[29] Recovery efforts accelerated in early September 2005, with replacement Harris Sigma transmitters shipped from other markets and pre-fabricated concrete buildings installed at the transmitter site, restoring over-the-air broadcasting by mid-month despite lingering wind damage to the tower from 135+ mph gusts.[29] Temporary double-wide trailers were erected near the New Orleans Arena (adjacent to the Superdome) by late 2005 to house a basic newsroom and control room, allowing WNOL-TV to resume local content production while the flooded downtown facilities remained unusable.[29][28] By August 29, 2007—coinciding with the storm's second anniversary—WNOL-TV and WGNO relocated permanently to new state-of-the-art studios on the eighth floor of The Galleria office building in Metairie, Louisiana, providing a stable, elevated facility for over 100 staff members after two years of nomadic operations including Baton Rouge, trailer setups, and a brief stint at the World Trade Center.[28] This move, funded by Tribune, marked a key phase in infrastructural resilience, with the studios positioned above sea level and along an evacuation route for future storms.[31] Long-term, the hurricane prompted reinforced infrastructure, including a joint transmission facility with WDSU-TV elevated 20 feet and built to withstand Category 3–5 hurricanes, enhancing reliability for community service.[31] Under Tribune's oversight, these adaptations supported ongoing evacuee outreach through Baton Rouge uplinks and cable partnerships, aiding recovery for displaced viewers across the Gulf Coast.[31][29]Launch and evolution of local newscasts
WNOL-TV initially operated without any local newscast programming following its sign-on in 1984 and throughout its early years under various ownerships, focusing instead on syndicated entertainment and network affiliations. This changed in 2006 when sister station WGNO, under Tribune Broadcasting ownership, began producing a half-hour prime time newscast at 9 p.m. for WNOL, debuting on May 1 as the station's first foray into local news. The program featured a mix of general news, sports, and weather segments tailored to the 9 p.m. slot, drawing on WGNO's established news team to fill the niche between network primetime and late-night syndication.[32] The 9 p.m. newscast quickly established itself as a modest success in the competitive New Orleans market, where established players like WVUE, WWL-TV, and WDSU dominated evening viewership. Early ratings positioned it as a viable alternative in its time slot, averaging competitive shares against rivals such as WUPL's offerings, though it generally ranked fourth overall in the market. Over the next few years, the format evolved to emphasize engaging storytelling with key WGNO anchors leading segments; sports coverage highlighted local teams like the New Orleans Saints and LSU Tigers, while weather reports incorporated post-Hurricane Katrina recovery themes. By 2009, format tweaks included more lifestyle elements to boost appeal, but viewership began to decline amid broader economic pressures on Tribune Broadcasting.[33][34] In June 2010, after four years on air, WNOL discontinued the 9 p.m. newscast amid falling ratings—down over 50% from its peak to a 0.6 household rating in the May sweeps—allowing the station to refocus on comedy syndication like reruns of The Simpsons. This marked a hiatus in dedicated local news production for WNOL during the remainder of the 2010s under Tribune, though occasional cross-promotions with WGNO continued. The absence highlighted WNOL's secondary role to WGNO in the duopoly's news operations, with competition intensifying from rivals' expanded digital and multi-platform efforts.[33] Following Nexstar Media Group's acquisition of Tribune's stations in September 2019, WNOL continued to air an 11 p.m. edition of News with a Twist, a community-oriented newsmagazine format produced by WGNO that emphasizes positive stories, local successes, and uplifting features from the New Orleans area. This expansion integrated digital elements, including live streaming on WGNO.com and social media tie-ins for broader reach, aligning with Nexstar's emphasis on hyper-local content. The program has positioned WNOL as a complementary voice in the market, focusing on feel-good reporting amid ongoing competition from traditional evening newscasts on ABC, NBC, CBS, and Fox affiliates, while achieving steady viewership in its late-night slot through community engagement initiatives.[4]Sale to Nexstar Media Group
In September 2019, Nexstar Media Group completed its acquisition of Tribune Media Company for approximately $6.4 billion in an all-cash transaction, which included WNOL-TV among Tribune's portfolio of 42 owned or operated stations.[35] The deal followed the termination of Tribune's prior proposed merger with Sinclair Broadcast Group and positioned Nexstar as the largest owner of local television stations in the United States, reaching about 39% of U.S. television households.[36] Although Tribune Media had emerged from a 2008 Chapter 11 bankruptcy reorganization in 2012, the 2019 sale was driven by strategic consolidation in the broadcasting industry amid shifting regulatory and competitive landscapes.[37] The acquisition received regulatory approval from the Federal Communications Commission on September 16, 2019, after the U.S. Department of Justice's Antitrust Division consented to the merger on July 31, 2019, subject to divestitures of stations in three markets (New York, Chicago, and Los Angeles) to address competitive concerns.[38][39] No divestitures were required for WNOL-TV, enabling Nexstar to retain the station as part of its expanded holdings. In the New Orleans market, the transaction created a duopoly pairing WNOL-TV with Nexstar's existing ABC affiliate WGNO (channel 26), allowing for operational efficiencies while complying with FCC ownership limits.[38] This structure enhanced Nexstar's market position, combining The CW affiliation of WNOL-TV with WGNO's established ABC programming to serve diverse viewer interests in a key DMA ranked 43rd nationally.[40] Following the sale, WNOL-TV and WGNO integrated operations under Nexstar's management, sharing studios and resources at The Galleria office complex on Galleria Drive in Metairie, Louisiana, to streamline production and administrative functions.[3] This duopoly facilitated programming synergies, such as cross-promotion of local content and shared non-news programming, contributing to cost efficiencies and improved service to the New Orleans community as approved by the FCC in the public interest review.[38] By 2025, Nexstar had further bolstered the stations' digital presence through investments in online platforms, including wgno.com and integrated social media, which expanded audience engagement with streaming news, on-demand video, and local event coverage amid growing digital ad revenue streams.[40] The market impact included strengthened local media coverage in New Orleans, where the combined reach supported robust advertising options and community-focused initiatives without reducing competition, as affirmed by regulatory bodies.[39]Technical information
Signal and transmitter details
WNOL-TV operates on virtual channel 38 and physical digital channel 15 in the ultra high frequency (UHF) band. Its digital signal has an effective radiated power (ERP) of 775 kilowatts and a height above average terrain (HAAT) of 286 meters (938 feet).[1] The station's transmitter is situated in Chalmette, Louisiana, at coordinates 29°57′0″N 89°57′28″W on East Josephine Street.[1][41] WNOL-TV's studios are shared with sister station WGNO and located at The Galleria on Galleria Drive in Metairie, a site established following the station's post-Hurricane Katrina relocation.[3] The Federal Communications Commission (FCC) assigns facility ID 54280 to WNOL-TV, under licensee Tribune Television New Orleans, Inc., a subsidiary of Nexstar Media Group, with licensing records reflecting full-power digital operations since the completion of the analog-to-digital transition. WNOL-TV discontinued analog transmissions on UHF channel 38 on June 12, 2009, aligning with the nationwide digital television transition mandated by the FCC, after which the station continued solely with full-power digital broadcasting on its assigned channel.[42]Subchannels
WNOL-TV broadcasts its primary programming on digital subchannel 38.1, which has carried The CW affiliation in high definition since the network's launch in September 2006.[4] The station's multiplexed signal includes several digital subchannels featuring syndicated networks targeted at specific audiences, such as action movies and classic television. These subchannels operate in standard definition to accommodate multiple streams within the available bandwidth. As of 2025, the subchannels are as follows:| Virtual Channel | Resolution | Aspect Ratio | Audio | Affiliation | Notes |
|---|---|---|---|---|---|
| 38.1 | 720p | 16:9 | 5.1 | The CW | Primary channel, branded as NOLA 38 |
| 38.2 | 480i | 16:9 | 2.0 | Grit | Westerns and action programming |
| 38.3 | 480i | 16:9 | 2.0 | Charge! | Action and crime dramas |
| 38.4 | 480i | 16:9 | 2.0 | Comet | Sci-fi and classic films |