WIS
Encyclopedia
WIS, channel 10, is an NBC
-affiliated television station
in Columbia, South Carolina
, USA
. Owned by Raycom Media
, WIS has studios on Bull Street in downtown Columbia, and transmitter located in Lugoff, South Carolina
.
in 1977). WIS is the third-longest continuously operating station in the state, behind WCSC-TV
in Charleston
and WNOK/WLTX.
WIS radio received the last new three-letter call sign in the U.S. on January 23, 1930, and the call sign was later shared with its television sibling. WIS was chosen to stand for "Wonderful Iodine State" because of the abundance of iodine
in the South Carolina soil. It has always been an NBC affiliate, owing to its radio sister's long affiliation with NBC Radio. However, until 1961, when channel 25 returned to the air as WCCA-TV (now WOLO-TV
), WIS and WNOK were both secondary ABC
affiliates.
WIS-TV was a major beneficiary of an exception to the Federal Communications Commission
's "2½ + 1" plan for allocating VHF
television bandwidth. In the early days of broadcast television, there were twelve VHF channels available, and 69 UHF
channels (later reduced). The VHF bands were more desirable because they carried a longer distance. Because there were only twelve VHF channels available, there were limitations as to how closely the stations could be spaced. With the release of the FCC's Sixth Report and Order in 1952, the Commission outlined a new allocation table for VHF licenses and opened up the UHF band. Through these initiatives, almost all of the country would be able to receive two commercial VHF channels plus one noncommercial channel. Most of the rest of the country ("1/2") would be able to receive a third VHF channel. Other areas of the country would be designated as "UHF islands," since they were too close to larger cities for VHF service. The "2" networks became CBS and NBC, "+1" represented noncommercial educational (public) stations, and "1/2" became ABC, which, as the weakest network, usually wound up with the UHF allocation where no VHF was available.
However, Columbia was sandwiched between Greenville
-Spartanburg
-Asheville
(respectively awarded VHF channels 4
, 7
, and 13
) to the northwest; Charlotte
(channels 3
and 9
) to the north; Florence
(channel 8, later 13
) to the east; Charleston (channels 2
, 4
, 5
, and 7
) to the southeast; Savannah
(channels 3
, 9
, and 11
) to the south; and Augusta
(channels 6
and 12
) to the southwest. This created a huge "doughnut" in central South Carolina where there could be only one VHF license. WIS-TV was fortunate to gain that license, providing many people in that part of South Carolina with their first clear television reception. One of the country's most dominant television stations, it has been the far-and-away market leader for most of its history.
Channel 10 originally broadcast from a self-supporting tower atop its studios on Bull Street. In 1959, WIS-TV activated its tall tower in Lugoff. The tallest structure east of the Mississippi River
at the time, it more than doubled the station's coverage area and provided at least secondary coverage of all but five of the state's 46 counties. It would remain the tallest structure in South Carolina until Florence
's WPDE-TV
activated its tower in 1981. The station's original tower is still used as a backup; it is a longtime fixture of Columbia's skyline and is turned into a "Christmas
tree of lights" during the holiday season.
For many years, WIS was one of two NBC affiliates that served the Florence/Myrtle Beach market, since that market was one of the few areas on the East Coast without its own NBC affiliate. It was the NBC affiliate of record for the Pee Dee
(Florence) side of the market while Wilmington
's WECT
was the affiliate of record for Myrtle Beach and the Grand Strand
. However, most cable systems on the Myrtle Beach side of the market began carrying both stations in the mid-1980s. After the SyndEx rules came into force in the early 1990s, WIS set up a "virtual station" for the Florence/Myrtle Beach market that aired separate syndicated programming for the area. It also began selling advertising specific to the market as well, mostly on the Pee Dee side. This ended when the market got its own NBC affiliate, WMBF-TV
, also owned by Raycom.
In 1963, the station's long running children's program, "Mr. Knozit," made its debut, hosted by weatherman Joe Pinner, who had joined the station a few months before. Four years later, the show would receive the Peabody Award
for excellence in public service by way of children's programming. The show ran for 37 years, airing its final episode in 2000. Pinner, the station's best-known on-air staff member, remains at the station today; now semi-retired, he provides weather reports and feature segments on Friday's midday newscast.
The Broadcasting Company of the South acquired several other television stations over the years. It was renamed Cosmos Broadcasting Corporation in 1965, with WIS radio and television as the flagship stations. Later in the decade, Liberty Life reorganized itself as The Liberty Corporation, with Liberty Life and Cosmos as subsidiaries. Cosmos sold WIS radio in 1986, but kept the WIS calls for channel 10. Liberty sold off its insurance businesses in 2000, bringing channel 10 directly under the Liberty Corporation banner.
In 1970, WIS-TV premiered Awareness, a weekly public affairs program aimed towards the issues that concern the minority population of the Midlands, both socially and politically. The program is currently hosted by reporter Brandi Cummings.
In 1991, after being known on-air as "WIS-TV 10" for most of its history, the station began branding itself as simply "WIS" (though it was another year before it officially dropped the -TV suffix from its callsign). This is because it is located on channel 3, rather than 10, on most cable systems in the Midlands, and station management felt it would be a better way to brand the station. This lasted until 2003.
WIS-DT went on the air in February 2003 as the last of the "Big Three" commercial stations to go digital in the Columbia market. WLTX-DT was first, going on less than a year earlier in May 2002, and WOLO-DT went on later on in 2002.
On August 25, 2005, Liberty agreed to merge with Raycom Media
of Montgomery, Alabama
. One of Raycom's stations at the time was Columbia's Fox
affiliate, WACH
(channel 57). WIS had produced WACH's 10:00 p.m. newscast since its launch in 1996. Raycom could not keep both stations due to FCC rules which forbid common ownership of two of the four largest stations in the market. Raycom opted to keep WIS and sold WACH to Barrington Broadcasting
. The news agreement between the two stations ended in March 2007; WACH now produces its own newscast independent of WIS.
In 2006, WIS built a new studio set in preparation to air its newscasts in High Definition, debuting the new set in January 2007.
WIS has won numerous awards for station quality and its news productions, including the Southeast Emmy Award for Best Newscast, the Edward R. Murrow award, and the South Carolina Broadcaster Association's "Best Station of the Year" designation several times. In August 2007, Craig Melvin was named "Anchor of the Year" by SCBA. The station is popular among Columbia viewers, as its on-air staff are named in the Best of the Media awards by the Columbia Free Times, and the station has been voted the "Best" by readers of "The State" newspaper several times.
Over the years, WIS has pre-empted NBC network programming (notably Search for Tomorrow
during its NBC years from 1982 to 1986). Usually WIS operates 24/7 and sign-off once a year on Christmas Eve/Day morning.
WIS is also the Columbia home of the Sunday morning football highlights shows for the South Carolina State University
Bulldogs and had held the University of South Carolina
Gamecocks until the decision by the Gamecocks to go cable-only for the coach's shows. From the arrival of the Gamecocks in the SEC until 2010-11, WIS held Southeastern Conference football and basketball (which, in some cases, makes the station the home of the South Carolina Gamecocks).
On November 4, 2010, WIS became the second television station in Columbia to air its newscast in High Definition. This included a set upgrade from 2007, along with HD versions of its graphics. The station featured a new "First Alert Weather" moniker for its new weather center.
. Until late 2009/early 2010, it used to be carried in the city of Augusta, Georgia
. To the northeast, it is carried as far as Wadesboro, North Carolina
. Despite the WIS carriage in Wadesboro, the Charlotte NBC affiliate, WCNC-TV
has a translator (W24AY) in nearby Lilesville that covers the Wadesboro area. WIS analog signal tended to be more reliable along the U.S. Highway 74 corridor between Wadesboro and Rockingham than the Lilesville translator. Until August 8, 2008, WIS-TV was carried on cable in Rowland, North Carolina
and Laurinburg, North Carolina
(via Digital Cable) until WMBF-TV
signed on the air. WMBF-TV
is the new Florence-Myrtle Beach-Lumberton NBC affiliate. DirecTV
customers in Scotland and Robeson counties in North Carolina
received WIS as the default NBC station instead of nearby WECT-TV, the NBC affiliate in Wilmington. For a long time, WECT has served this area, especially Lumberton, North Carolina
. This will change on October 1, 2008 when WMBF-TV
is on the DirecTV system. Bennettsville is one of the few towns in the Florence/Myrtle Beach/Lumberton market that did not drop WIS on Metrocast Cable (formerly Northland Cable). Just outside of the Florence-Myrtle Beach-Lumberton market, WIS is still on cable in many areas around South Carolina
such as Georgetown and Williamsburg counties.
When CATV first came in the 1970s, WIS was once carried in many border counties in North Carolina such as Mecklenburg, Richmond, (southern) Moore
, Scotland, Robeson and Columbus counties. Gaston and Union counties never carried WIS. These counties no longer carry WIS except in Wadesboro, Anson County. In Georgia, it was once carried in Sylvania, Screven County
.
Digital channels>
Channel
Video
Aspect
Programming
10.1
1080i
16:9
Main WIS programming / NBC
10.2
480i
4:3
This TV
10.3
Bounce TV
In 2009, WIS remained on channel 10 when the analog to digital conversion completed. However, some viewers could not pick up the signal for a week, because the station used its backup transmitter, which was not at full power. The new transmitter went online June 19.
stations serving the area). Furthermore, from the mid-1980's until the mid-1990's, it was the only station in the market that offered a full newscast in mornings, noon, evening, and late-night.
Cosmos/Liberty made it a point to invest a large amount into its stations' news departments from the 1950s onward. This resulted in a higher-quality product than conventional wisdom would suggest for Columbia, which has always been a medium-sized market. The station took full advantage of its near-statewide coverage to establish a tradition for strong local news coverage that continues today.
Another factor behind WIS' long dominance has been talent continuity. Many of its on-air staff stayed at the station for 10 years or more. These staffers included news anchors Ed Carter and Susan Audé
, who gained notoriety for her accomplishments as a reporter and anchor. She uses a wheelchair because she was paralyzed as a result of an automobile accident. Carter became the station's main anchor in 1972, and Audé joined him on the anchor desk in 1982. The two remained together until Carter's retirement in 1998; Audé later retired in 2006.
Channel 10 continues to enjoy a staff with remarkably long tenures, including Joe Pinner, Jack Kuenzie, Judi Gatson, Dawndy Mercer Plank, Hannah Horne, Ben Tanner and Rick Henry, some of whom have been figures at the station for decades.
In 1963, WIS moved its main newscast from 6 p.m. to 7 p.m., in hopes of taking advantage of The Huntley-Brinkley Report as a lead-in. It was one of only a few stations in the Eastern Time Zone
to air a local newscast at 7 p.m. It added a 6 p.m. newscast in 1991 as part of increased Persian Gulf War
coverage.
While WIS continues to dominate the television news scene, its dominance is not as absolute as it once was. In recent years, it has consistently lost the noon newscast to WLTX (mainly because of lead-in programming), and the early morning ratings crown has switched between the two stations multiple times.
, a system designed to rapidly share information among Raycom's widespread group of television stations and websites. A regional network has developed among WIS, Myrtle Beach/Florence's WMBF-TV
, Charleston's WCSC-TV
, and Charlotte's WBTV
in which stations share information, equipment such as satellite trucks or even reporters' stories. Between them, these four stations cover most of the eastern two-thirds of South Carolina. Wilmington's WECT and Savannah
's WTOC-TV
also play a small part in the regional network.
Weather Team
Sports Team
Reporters
NBC
The National Broadcasting Company is an American commercial broadcasting television network and former radio network headquartered in the GE Building in New York City's Rockefeller Center with additional major offices near Los Angeles and in Chicago...
-affiliated television station
Television station
A television station is a business, organisation or other such as an amateur television operator that transmits content over terrestrial television. A television transmission can be by analog television signals or, more recently, by digital television. Broadcast television systems standards are...
in Columbia, South Carolina
Columbia, South Carolina
Columbia is the state capital and largest city in the U.S. state of South Carolina. The population was 129,272 according to the 2010 census. Columbia is the county seat of Richland County, but a portion of the city extends into neighboring Lexington County. The city is the center of a metropolitan...
, USA
United States
The United States of America is a federal constitutional republic comprising fifty states and a federal district...
. Owned by Raycom Media
Raycom Media
- History :Although Raycom Media dates its birth to 1996, the core of the company was formed in 1992 when Atlanta native Bert Ellis formed Ellis Communications. He eventually controlled 13 television stations and two radio stations....
, WIS has studios on Bull Street in downtown Columbia, and transmitter located in Lugoff, South Carolina
Lugoff, South Carolina
Lugoff is a small census-designated place in Kershaw County, South Carolina, United States. The population was 6,278 at the 2000 census. The population was nearly 85% rural in 2000...
.
History
WIS-TV started broadcasting on November 7, 1953. Charles Batson, the station founder, signed on the broadcast of a University of South Carolina football game. The station was originally owned by the Broadcasting Company of the South, a subsidiary of the Liberty Life Insurance Company, and was a sister station to WIS radio (560 AM, now WVOC). It was South Carolina's fourth television station and Columbia's third, signing on just four months after WCOS-TV, channel 25 (which left the air in 1956) and two months after WNOK-TV, channel 67 (which moved to channel 19 in 1961 and became WLTXWLTX
WLTX, is the CBS-affiliated television station in Columbia, South Carolina. It broadcasts a high definition digital signal on UHF channel 17 from a transmitter located in Lugoff, South Carolina. Syndicated programming on the station includes: The Andy Griffith Show, The Doctors, The Ellen DeGeneres...
in 1977). WIS is the third-longest continuously operating station in the state, behind WCSC-TV
WCSC-TV
WCSC-TV is the CBS-affiliated television station for South Carolina's Lowcountry area licensed to Charleston. Its broadcasts a high definition digital signal on UHF channel 47 from a transmitter in Awendaw. The station can also be seen on Time Warner channel 5 as well as Comcast and Knology...
in Charleston
Charleston, South Carolina
Charleston is the second largest city in the U.S. state of South Carolina. It was made the county seat of Charleston County in 1901 when Charleston County was founded. The city's original name was Charles Towne in 1670, and it moved to its present location from a location on the west bank of the...
and WNOK/WLTX.
WIS radio received the last new three-letter call sign in the U.S. on January 23, 1930, and the call sign was later shared with its television sibling. WIS was chosen to stand for "Wonderful Iodine State" because of the abundance of iodine
Iodine
Iodine is a chemical element with the symbol I and atomic number 53. The name is pronounced , , or . The name is from the , meaning violet or purple, due to the color of elemental iodine vapor....
in the South Carolina soil. It has always been an NBC affiliate, owing to its radio sister's long affiliation with NBC Radio. However, until 1961, when channel 25 returned to the air as WCCA-TV (now WOLO-TV
WOLO-TV
WOLO-TV is the ABC-affiliated television station for South Carolina's Midlands licensed to Columbia. It broadcasts a high definition digital signal on VHF channel 8 from a transmitter on Rush Road in unincorporated Southwestern Kershaw County. The station can also be seen on Time Warner Cable...
), WIS and WNOK were both secondary ABC
American Broadcasting Company
The American Broadcasting Company is an American commercial broadcasting television network. Created in 1943 from the former NBC Blue radio network, ABC is owned by The Walt Disney Company and is part of Disney-ABC Television Group. Its first broadcast on television was in 1948...
affiliates.
WIS-TV was a major beneficiary of an exception to the Federal Communications Commission
Federal Communications Commission
The Federal Communications Commission is an independent agency of the United States government, created, Congressional statute , and with the majority of its commissioners appointed by the current President. The FCC works towards six goals in the areas of broadband, competition, the spectrum, the...
's "2½ + 1" plan for allocating VHF
Very high frequency
Very high frequency is the radio frequency range from 30 MHz to 300 MHz. Frequencies immediately below VHF are denoted High frequency , and the next higher frequencies are known as Ultra high frequency...
television bandwidth. In the early days of broadcast television, there were twelve VHF channels available, and 69 UHF
Ultra high frequency
Ultra-High Frequency designates the ITU Radio frequency range of electromagnetic waves between 300 MHz and 3 GHz , also known as the decimetre band or decimetre wave as the wavelengths range from one to ten decimetres...
channels (later reduced). The VHF bands were more desirable because they carried a longer distance. Because there were only twelve VHF channels available, there were limitations as to how closely the stations could be spaced. With the release of the FCC's Sixth Report and Order in 1952, the Commission outlined a new allocation table for VHF licenses and opened up the UHF band. Through these initiatives, almost all of the country would be able to receive two commercial VHF channels plus one noncommercial channel. Most of the rest of the country ("1/2") would be able to receive a third VHF channel. Other areas of the country would be designated as "UHF islands," since they were too close to larger cities for VHF service. The "2" networks became CBS and NBC, "+1" represented noncommercial educational (public) stations, and "1/2" became ABC, which, as the weakest network, usually wound up with the UHF allocation where no VHF was available.
However, Columbia was sandwiched between Greenville
Greenville, South Carolina
-Law and government:The city of Greenville adopted the Council-Manager form of municipal government in 1976.-History:The area was part of the Cherokee Nation's protected grounds after the Treaty of 1763, which ended the French and Indian War. No White man was allowed to enter, though some families...
-Spartanburg
Spartanburg, South Carolina
thgSpartanburg is the largest city in and the county seat of Spartanburg County, South Carolina, United States. It is the second-largest city of the three primary cities in the Upstate region of South Carolina, and is located northwest of Columbia, west of Charlotte, and about northeast of...
-Asheville
Asheville, North Carolina
Asheville is a city in and the county seat of Buncombe County, North Carolina, United States. It is the largest city in Western North Carolina, and the 11th largest city in North Carolina. The City is home to the United States National Climatic Data Center , which is the world's largest active...
(respectively awarded VHF channels 4
WYFF
WYFF is the NBC-affiliate television station based in Greenville, South Carolina. It serves a media market which includes Greenville/Spartanburg and Anderson in South Carolina and Asheville/Hendersonville, North Carolina. The market covers large portions of western North Carolina and upstate South...
, 7
WSPA-TV
WSPA-TV channel 7 is the CBS-affiliated television station for western North Carolina and South Carolina. It is licensed to Spartanburg, South Carolina with its transmitter is located on Hogback Mountain southwest of Tryon, North Carolina. Owned by Media General, the station is sister to CW...
, and 13
WLOS
WLOS is the ABC-affiliated television station for Western North Carolina and Upstate South Carolina licensed to Asheville, North Carolina. It broadcasts a high definition digital signal on VHF channel 13 from a transmitter on Mount Pisgah in North Carolina. The station can also be seen on Charter...
) to the northwest; Charlotte
Charlotte, North Carolina
Charlotte is the largest city in the U.S. state of North Carolina and the seat of Mecklenburg County. In 2010, Charlotte's population according to the US Census Bureau was 731,424, making it the 17th largest city in the United States based on population. The Charlotte metropolitan area had a 2009...
(channels 3
WBTV
WBTV, channel 3 , is the CBS affiliate in Charlotte, North Carolina. It is one of two flagship stations of Raycom Media. WBTV's studios are located off Morehead Street just west of Uptown Charlotte, and its transmitter is located in north-central Gaston County, North Carolina...
and 9
WSOC-TV
WSOC-TV is the ABC-affiliated television station in Charlotte, North Carolina. It is owned by Cox Enterprises. The station's studio is located at North Tryon and 23rd Streets, just north of Uptown Charlotte, and is shared with sister station WAXN-TV . The transmitter is located just outside...
) to the north; Florence
Florence, South Carolina
-Municipal government and politics:The City of Florence has a council-manager form of government. The mayor and city council are elected every four years, with no term limits...
(channel 8, later 13
WBTW
WBTW is the CBS-affiliated television station for the Pee Dee and Grand Strand areas of South Carolina that is licensed to Florence. It broadcasts a high definition digital signal on VHF channel 13 from a transmitter southeast of Dillon on Pee Dee Church Road. Owned by Media General, the station...
) to the east; Charleston (channels 2
WCBD-TV
WCBD-TV is the NBC-affiliated television station for the Lowcountry area of South Carolina licensed to Charleston. It broadcasts a high definition digital signal on UHF channel 50 from a transmitter in Awendaw. The station can also be seen on Time Warner channel 2 as well as Knology and Comcast...
, 4
WCIV
WCIV is the ABC-affiliated television station for the Lowcountry area of South Carolina licensed to Charleston. It broadcasts a high definition digital signal on UHF channel 34 from a transmitter in Awendaw. The station can also be seen on Time Warner channel 4 as well as Comcast and Knology...
, 5
WCSC-TV
WCSC-TV is the CBS-affiliated television station for South Carolina's Lowcountry area licensed to Charleston. Its broadcasts a high definition digital signal on UHF channel 47 from a transmitter in Awendaw. The station can also be seen on Time Warner channel 5 as well as Comcast and Knology...
, and 7
South Carolina Educational Television
South Carolina Educational Television is the statewide public television and public radio network in the U.S. state of South Carolina. It consists of all the Public Broadcasting Service member [television stations and National Public Radio member radio stations in the state...
) to the southeast; Savannah
Savannah, Georgia
Savannah is the largest city and the county seat of Chatham County, in the U.S. state of Georgia. Established in 1733, the city of Savannah was the colonial capital of the Province of Georgia and later the first state capital of Georgia. Today Savannah is an industrial center and an important...
(channels 3
WSAV-TV
WSAV-TV is the NBC-affiliated television station for the Coastal Empire of Southeastern Georgia and the Lowcountry of Southern South Carolina. Licensed to Savannah, it broadcasts a high definition digital signal on UHF channel 39 from a transmitter in Pooler, Georgia...
, 9
WVAN-TV
WVAN-TV channel 9 is a non-commercial educational television station located in Savannah, Georgia, USA. WVAN-TV is part of the Georgia Public Broadcasting public television network and carries programming from PBS, GPB and other sources...
, and 11
WTOC-TV
WTOC-TV is the CBS-affiliated television station for Southeastern Georgia's Coastal Empire and Southern South Carolina's Lowcountry. Licensed to Savannah, Georgia, it broadcasts a high definition digital signal on VHF channel 11 from a transmitter along Fort Argyle Road/SR 204 in unincorporated...
) to the south; and Augusta
Augusta, Georgia
Augusta is a consolidated city in the U.S. state of Georgia, located along the Savannah River. As of the 2010 census, the Augusta–Richmond County population was 195,844 not counting the unconsolidated cities of Hephzibah and Blythe.Augusta is the principal city of the Augusta-Richmond County...
(channels 6
WJBF
WJBF, News Channel 6, is an ABC-affiliated television station in Augusta, Georgia, USA. WJBF is owned by the broadcast division of Media General, and formerly had its studios on Reynolds Street in downtown Augusta for over 50 years before moving to a new location near the Augusta Mall in October...
and 12
WRDW-TV
WRDW-TV, channel 12, is a CBS-affiliated television station located in Augusta, Georgia, USA. WRDW-TV is owned by Atlanta-based Gray Television, and also provides digital subchannels for MyNetworkTV on channel 12.2 and The Country Network on channel 12.3...
) to the southwest. This created a huge "doughnut" in central South Carolina where there could be only one VHF license. WIS-TV was fortunate to gain that license, providing many people in that part of South Carolina with their first clear television reception. One of the country's most dominant television stations, it has been the far-and-away market leader for most of its history.
Channel 10 originally broadcast from a self-supporting tower atop its studios on Bull Street. In 1959, WIS-TV activated its tall tower in Lugoff. The tallest structure east of the Mississippi River
Mississippi River
The Mississippi River is the largest river system in North America. Flowing entirely in the United States, this river rises in western Minnesota and meanders slowly southwards for to the Mississippi River Delta at the Gulf of Mexico. With its many tributaries, the Mississippi's watershed drains...
at the time, it more than doubled the station's coverage area and provided at least secondary coverage of all but five of the state's 46 counties. It would remain the tallest structure in South Carolina until Florence
Florence, South Carolina
-Municipal government and politics:The City of Florence has a council-manager form of government. The mayor and city council are elected every four years, with no term limits...
's WPDE-TV
WPDE-TV
WPDE-TV is the ABC-affiliated television station for South Carolina's Pee Dee and Grand Strand areas licensed to Florence. It broadcasts a high definition digital signal on UHF channel 16 from a transmitter on Pee Dee Church Road in Dillon...
activated its tower in 1981. The station's original tower is still used as a backup; it is a longtime fixture of Columbia's skyline and is turned into a "Christmas
Christmas
Christmas or Christmas Day is an annual holiday generally celebrated on December 25 by billions of people around the world. It is a Christian feast that commemorates the birth of Jesus Christ, liturgically closing the Advent season and initiating the season of Christmastide, which lasts twelve days...
tree of lights" during the holiday season.
For many years, WIS was one of two NBC affiliates that served the Florence/Myrtle Beach market, since that market was one of the few areas on the East Coast without its own NBC affiliate. It was the NBC affiliate of record for the Pee Dee
Pee Dee
The Pee Dee region of South Carolina is the northeastern corner of the state. It is the area of the lower watershed of the Pee Dee River, named after the Pee Dee Native American tribe. Its center is Florence...
(Florence) side of the market while Wilmington
Wilmington, North Carolina
Wilmington is a port city in and is the county seat of New Hanover County, North Carolina, United States. The population is 106,476 according to the 2010 Census, making it the eighth most populous city in the state of North Carolina...
's WECT
WECT
WECT is the NBC-affiliated television station for the Cape Fear and Sandhills areas of North Carolina that is licensed to Wilmington. It broadcasts a high definition digital signal on UHF channel 44 from a transmitter southwest of Winnabow. The station can also be seen on Time Warner and Charter...
was the affiliate of record for Myrtle Beach and the Grand Strand
Grand Strand
The Grand Strand refers to a large stretch of beaches on the East Coast of the United States extending from Little River to Georgetown in the U.S. State of South Carolina. It consists of 60+ miles along an essentially uninterrupted arc of beach land, beginning around the Little River and...
. However, most cable systems on the Myrtle Beach side of the market began carrying both stations in the mid-1980s. After the SyndEx rules came into force in the early 1990s, WIS set up a "virtual station" for the Florence/Myrtle Beach market that aired separate syndicated programming for the area. It also began selling advertising specific to the market as well, mostly on the Pee Dee side. This ended when the market got its own NBC affiliate, WMBF-TV
WMBF-TV
WMBF-TV is the NBC-affiliated television station for the Grand Strand and Pee Dee areas of South Carolina that is licensed to Myrtle Beach. It broadcasts a high definition digital signal on UHF channel 32 from a transmitter in Bucksville. It can also be seen on Time Warner Cable channel 10 , 120 ,...
, also owned by Raycom.
In 1963, the station's long running children's program, "Mr. Knozit," made its debut, hosted by weatherman Joe Pinner, who had joined the station a few months before. Four years later, the show would receive the Peabody Award
Peabody Award
The George Foster Peabody Awards recognize distinguished and meritorious public service by radio and television stations, networks, producing organizations and individuals. In 1939, the National Association of Broadcasters formed a committee to recognize outstanding achievement in radio broadcasting...
for excellence in public service by way of children's programming. The show ran for 37 years, airing its final episode in 2000. Pinner, the station's best-known on-air staff member, remains at the station today; now semi-retired, he provides weather reports and feature segments on Friday's midday newscast.
The Broadcasting Company of the South acquired several other television stations over the years. It was renamed Cosmos Broadcasting Corporation in 1965, with WIS radio and television as the flagship stations. Later in the decade, Liberty Life reorganized itself as The Liberty Corporation, with Liberty Life and Cosmos as subsidiaries. Cosmos sold WIS radio in 1986, but kept the WIS calls for channel 10. Liberty sold off its insurance businesses in 2000, bringing channel 10 directly under the Liberty Corporation banner.
In 1970, WIS-TV premiered Awareness, a weekly public affairs program aimed towards the issues that concern the minority population of the Midlands, both socially and politically. The program is currently hosted by reporter Brandi Cummings.
In 1991, after being known on-air as "WIS-TV 10" for most of its history, the station began branding itself as simply "WIS" (though it was another year before it officially dropped the -TV suffix from its callsign). This is because it is located on channel 3, rather than 10, on most cable systems in the Midlands, and station management felt it would be a better way to brand the station. This lasted until 2003.
WIS-DT went on the air in February 2003 as the last of the "Big Three" commercial stations to go digital in the Columbia market. WLTX-DT was first, going on less than a year earlier in May 2002, and WOLO-DT went on later on in 2002.
On August 25, 2005, Liberty agreed to merge with Raycom Media
Raycom Media
- History :Although Raycom Media dates its birth to 1996, the core of the company was formed in 1992 when Atlanta native Bert Ellis formed Ellis Communications. He eventually controlled 13 television stations and two radio stations....
of Montgomery, Alabama
Montgomery, Alabama
Montgomery is the capital of the U.S. state of Alabama, and is the county seat of Montgomery County. It is located on the Alabama River southeast of the center of the state, in the Gulf Coastal Plain. As of the 2010 census, Montgomery had a population of 205,764 making it the second-largest city...
. One of Raycom's stations at the time was Columbia's Fox
Fox Broadcasting Company
Fox Broadcasting Company, commonly referred to as Fox Network or simply Fox , is an American commercial broadcasting television network owned by Fox Entertainment Group, part of Rupert Murdoch's News Corporation. Launched on October 9, 1986, Fox was the highest-rated broadcast network in the...
affiliate, WACH
WACH
WACH is the Fox-affiliated television station for the Midlands of South Carolina. It is licensed to Columbia. It broadcasts a high definition digital signal on UHF channel 48 from a transmitter along SC 12 in Southwestern Kershaw County. Owned by Barrington Broadcasting, the station has studios on...
(channel 57). WIS had produced WACH's 10:00 p.m. newscast since its launch in 1996. Raycom could not keep both stations due to FCC rules which forbid common ownership of two of the four largest stations in the market. Raycom opted to keep WIS and sold WACH to Barrington Broadcasting
Barrington Broadcasting
Barrington Broadcasting Company, LLC , headquartered in Hoffman Estates, Illinois is an entity wholly focused on broadcast television. The company's assets mainly consist of television stations in middle and small sized markets...
. The news agreement between the two stations ended in March 2007; WACH now produces its own newscast independent of WIS.
In 2006, WIS built a new studio set in preparation to air its newscasts in High Definition, debuting the new set in January 2007.
WIS has won numerous awards for station quality and its news productions, including the Southeast Emmy Award for Best Newscast, the Edward R. Murrow award, and the South Carolina Broadcaster Association's "Best Station of the Year" designation several times. In August 2007, Craig Melvin was named "Anchor of the Year" by SCBA. The station is popular among Columbia viewers, as its on-air staff are named in the Best of the Media awards by the Columbia Free Times, and the station has been voted the "Best" by readers of "The State" newspaper several times.
Over the years, WIS has pre-empted NBC network programming (notably Search for Tomorrow
Search for Tomorrow
Search for Tomorrow is an American soap opera which premiered on September 3, 1951 on CBS. The show was moved from CBS to NBC on March 29, 1982. It continued on NBC until the final episode aired on December 26, 1986, a run of thirty-five years. At the time of its final broadcast it was the...
during its NBC years from 1982 to 1986). Usually WIS operates 24/7 and sign-off once a year on Christmas Eve/Day morning.
WIS is also the Columbia home of the Sunday morning football highlights shows for the South Carolina State University
South Carolina State University
South Carolina State University is a historically black university located in Orangeburg, South Carolina, United States. It is the only state funded, historically black land-grant institution in South Carolina and is a member school of the Thurgood Marshall Scholarship Fund.- Colleges, departments,...
Bulldogs and had held the University of South Carolina
University of South Carolina
The University of South Carolina is a public, co-educational research university located in Columbia, South Carolina, United States, with 7 surrounding satellite campuses. Its historic campus covers over in downtown Columbia not far from the South Carolina State House...
Gamecocks until the decision by the Gamecocks to go cable-only for the coach's shows. From the arrival of the Gamecocks in the SEC until 2010-11, WIS held Southeastern Conference football and basketball (which, in some cases, makes the station the home of the South Carolina Gamecocks).
On November 4, 2010, WIS became the second television station in Columbia to air its newscast in High Definition. This included a set upgrade from 2007, along with HD versions of its graphics. The station featured a new "First Alert Weather" moniker for its new weather center.
Cable and satellite carriage outside the Columbia market
To the southwest, WIS-TV is carried as far as AikenAiken
Aiken can refer to:*Aiken, Illinois*Aiken County, South Carolina** near Savannah River Plant *Aiken, South Carolina, Aiken County's county seat*The University of South Carolina Aiken*Aiken, Texas**Aiken, Bell County, Texas**Aiken, Floyd County, Texas...
. Until late 2009/early 2010, it used to be carried in the city of Augusta, Georgia
Augusta, Georgia
Augusta is a consolidated city in the U.S. state of Georgia, located along the Savannah River. As of the 2010 census, the Augusta–Richmond County population was 195,844 not counting the unconsolidated cities of Hephzibah and Blythe.Augusta is the principal city of the Augusta-Richmond County...
. To the northeast, it is carried as far as Wadesboro, North Carolina
Wadesboro, North Carolina
Wadesboro is a town in Anson County, North Carolina, United States. The population was 5,780 at the 2010 census. It is the county seat of Anson County.-Geography:Wadesboro is located at ....
. Despite the WIS carriage in Wadesboro, the Charlotte NBC affiliate, WCNC-TV
WCNC-TV
WCNC-TV is the NBC affiliate in Charlotte, North Carolina. It broadcasts its digital signal on UHF channel 22 and is carried on cable channel 6 on most area cable systems. It is owned by the Belo Corporation...
has a translator (W24AY) in nearby Lilesville that covers the Wadesboro area. WIS analog signal tended to be more reliable along the U.S. Highway 74 corridor between Wadesboro and Rockingham than the Lilesville translator. Until August 8, 2008, WIS-TV was carried on cable in Rowland, North Carolina
Rowland, North Carolina
Rowland is a town in Robeson County, North Carolina, United States. The population was 1,146 at the 2000 census.-Geography:Rowland is located at ....
and Laurinburg, North Carolina
Laurinburg, North Carolina
Laurinburg is a mid-sized city in Scotland County, North Carolina, United States. It is the county seat of Scotland County. Located in southern North Carolina near the South Carolina state border, Laurinburg is southwest of Fayetteville and is home to St. Andrews Presbyterian College...
(via Digital Cable) until WMBF-TV
WMBF-TV
WMBF-TV is the NBC-affiliated television station for the Grand Strand and Pee Dee areas of South Carolina that is licensed to Myrtle Beach. It broadcasts a high definition digital signal on UHF channel 32 from a transmitter in Bucksville. It can also be seen on Time Warner Cable channel 10 , 120 ,...
signed on the air. WMBF-TV
WMBF-TV
WMBF-TV is the NBC-affiliated television station for the Grand Strand and Pee Dee areas of South Carolina that is licensed to Myrtle Beach. It broadcasts a high definition digital signal on UHF channel 32 from a transmitter in Bucksville. It can also be seen on Time Warner Cable channel 10 , 120 ,...
is the new Florence-Myrtle Beach-Lumberton NBC affiliate. DirecTV
DirecTV
DirecTV is an American direct broadcast satellite service provider and broadcaster based in El Segundo, California. Its satellite service, launched on June 17, 1994, transmits digital satellite television and audio to households in the United States, Latin America, and the Anglophone Caribbean. ...
customers in Scotland and Robeson counties in North Carolina
North Carolina
North Carolina is a state located in the southeastern United States. The state borders South Carolina and Georgia to the south, Tennessee to the west and Virginia to the north. North Carolina contains 100 counties. Its capital is Raleigh, and its largest city is Charlotte...
received WIS as the default NBC station instead of nearby WECT-TV, the NBC affiliate in Wilmington. For a long time, WECT has served this area, especially Lumberton, North Carolina
Lumberton, North Carolina
Lumberton is a city in Robeson County, North Carolina, United States. The population was 20,795 at the 2000 census. It is the county seat of Robeson County. Lumberton, located in southern North Carolina's Inner Banks region, is located on the Lumber River...
. This will change on October 1, 2008 when WMBF-TV
WMBF-TV
WMBF-TV is the NBC-affiliated television station for the Grand Strand and Pee Dee areas of South Carolina that is licensed to Myrtle Beach. It broadcasts a high definition digital signal on UHF channel 32 from a transmitter in Bucksville. It can also be seen on Time Warner Cable channel 10 , 120 ,...
is on the DirecTV system. Bennettsville is one of the few towns in the Florence/Myrtle Beach/Lumberton market that did not drop WIS on Metrocast Cable (formerly Northland Cable). Just outside of the Florence-Myrtle Beach-Lumberton market, WIS is still on cable in many areas around South Carolina
South Carolina
South Carolina is a state in the Deep South of the United States that borders Georgia to the south, North Carolina to the north, and the Atlantic Ocean to the east. Originally part of the Province of Carolina, the Province of South Carolina was one of the 13 colonies that declared independence...
such as Georgetown and Williamsburg counties.
When CATV first came in the 1970s, WIS was once carried in many border counties in North Carolina such as Mecklenburg, Richmond, (southern) Moore
Moore County, North Carolina
Moore County is a county located in the U.S. state of North Carolina. As of 2000, the population was 74,769. Its county seat is Carthage.- History :The county was formed in 1784 from Cumberland County...
, Scotland, Robeson and Columbus counties. Gaston and Union counties never carried WIS. These counties no longer carry WIS except in Wadesboro, Anson County. In Georgia, it was once carried in Sylvania, Screven County
Sylvania, Georgia
Sylvania is a city in Screven County, Georgia, United States. The population was 2,675 at the 2000 census. The city is the county seat of Screven County.-Geography:Sylvania is located at ....
.
Digital programming
The station's digital channel, formerly UHF 41, is multiplexed:Aspect ratio
The aspect ratio of a shape is the ratio of its longer dimension to its shorter dimension. It may be applied to two characteristic dimensions of a three-dimensional shape, such as the ratio of the longest and shortest axis, or for symmetrical objects that are described by just two measurements,...
1080i
1080i is the shorthand name for a high-definition television mode. The i means interlaced video; 1080i differs from 1080p, in which the p stands for progressive scan. The term 1080i assumes a widescreen aspect ratio of 16:9, implying a frame size of 1920×1080 pixels...
16:9
16:9 is an aspect ratio with a width of 16 units and height of 9. Since 2009, it has become the most common aspect ratio for sold televisions and computer monitors and is also the international standard format of HDTV, Full HD, non-HD digital television and analog widescreen television ...
480i
480i is the shorthand name for a video mode, namely the US NTSC television system or digital television systems with the same characteristics. The i, which is sometimes uppercase, stands for interlaced, the 480 for a vertical frame resolution of 480 lines containing picture information; while NTSC...
Bounce TV
Bounce TV is a United States television network airing on digital terrestrial television stations. Promoted as "the first 24/7 digital multicast broadcast network created exclusively for African Americans," Bounce TV launched on September 26, 2011 and features programming geared toward blacks in...
In 2009, WIS remained on channel 10 when the analog to digital conversion completed. However, some viewers could not pick up the signal for a week, because the station used its backup transmitter, which was not at full power. The new transmitter went online June 19.
News operation
Channel 10 has led the news ratings in Columbia for as long as records have been kept. Its dominance was helped by the fact that it was the only VHF station in the market—in fact, until the arrival of cable television in the market in the late 1970s, channel 10 was one of only two stations that brought a clear picture to much of the outlying portions of the market (the other being one of the two South Carolina Educational TelevisionSouth Carolina Educational Television
South Carolina Educational Television is the statewide public television and public radio network in the U.S. state of South Carolina. It consists of all the Public Broadcasting Service member [television stations and National Public Radio member radio stations in the state...
stations serving the area). Furthermore, from the mid-1980's until the mid-1990's, it was the only station in the market that offered a full newscast in mornings, noon, evening, and late-night.
Cosmos/Liberty made it a point to invest a large amount into its stations' news departments from the 1950s onward. This resulted in a higher-quality product than conventional wisdom would suggest for Columbia, which has always been a medium-sized market. The station took full advantage of its near-statewide coverage to establish a tradition for strong local news coverage that continues today.
Another factor behind WIS' long dominance has been talent continuity. Many of its on-air staff stayed at the station for 10 years or more. These staffers included news anchors Ed Carter and Susan Audé
Susan Audé
Susan Audé is a retired American television news anchor in Columbia, South Carolina.-Personal life:Audé was born on Halloween 1952 in Fort Lee, Virginia into a military family....
, who gained notoriety for her accomplishments as a reporter and anchor. She uses a wheelchair because she was paralyzed as a result of an automobile accident. Carter became the station's main anchor in 1972, and Audé joined him on the anchor desk in 1982. The two remained together until Carter's retirement in 1998; Audé later retired in 2006.
Channel 10 continues to enjoy a staff with remarkably long tenures, including Joe Pinner, Jack Kuenzie, Judi Gatson, Dawndy Mercer Plank, Hannah Horne, Ben Tanner and Rick Henry, some of whom have been figures at the station for decades.
In 1963, WIS moved its main newscast from 6 p.m. to 7 p.m., in hopes of taking advantage of The Huntley-Brinkley Report as a lead-in. It was one of only a few stations in the Eastern Time Zone
Eastern Time Zone
The Eastern Time Zone of the United States and Canada is a time zone that falls mostly along the east coast of North America. Its UTC time offset is −5 hrs during standard time and −4 hrs during daylight saving time...
to air a local newscast at 7 p.m. It added a 6 p.m. newscast in 1991 as part of increased Persian Gulf War
Gulf War
The Persian Gulf War , commonly referred to as simply the Gulf War, was a war waged by a U.N.-authorized coalition force from 34 nations led by the United States, against Iraq in response to Iraq's invasion and annexation of Kuwait.The war is also known under other names, such as the First Gulf...
coverage.
While WIS continues to dominate the television news scene, its dominance is not as absolute as it once was. In recent years, it has consistently lost the noon newscast to WLTX (mainly because of lead-in programming), and the early morning ratings crown has switched between the two stations multiple times.
Raycom News Network
WIS is part of the Raycom News NetworkRaycom Media
- History :Although Raycom Media dates its birth to 1996, the core of the company was formed in 1992 when Atlanta native Bert Ellis formed Ellis Communications. He eventually controlled 13 television stations and two radio stations....
, a system designed to rapidly share information among Raycom's widespread group of television stations and websites. A regional network has developed among WIS, Myrtle Beach/Florence's WMBF-TV
WMBF-TV
WMBF-TV is the NBC-affiliated television station for the Grand Strand and Pee Dee areas of South Carolina that is licensed to Myrtle Beach. It broadcasts a high definition digital signal on UHF channel 32 from a transmitter in Bucksville. It can also be seen on Time Warner Cable channel 10 , 120 ,...
, Charleston's WCSC-TV
WCSC-TV
WCSC-TV is the CBS-affiliated television station for South Carolina's Lowcountry area licensed to Charleston. Its broadcasts a high definition digital signal on UHF channel 47 from a transmitter in Awendaw. The station can also be seen on Time Warner channel 5 as well as Comcast and Knology...
, and Charlotte's WBTV
WBTV
WBTV, channel 3 , is the CBS affiliate in Charlotte, North Carolina. It is one of two flagship stations of Raycom Media. WBTV's studios are located off Morehead Street just west of Uptown Charlotte, and its transmitter is located in north-central Gaston County, North Carolina...
in which stations share information, equipment such as satellite trucks or even reporters' stories. Between them, these four stations cover most of the eastern two-thirds of South Carolina. Wilmington's WECT and Savannah
Savannah
Savannah or savanna is a type of grassland.It can also mean:-People:* Savannah King, a Canadian freestyle swimmer* Savannah Outen, a singer who gained popularity on You Tube...
's WTOC-TV
WTOC-TV
WTOC-TV is the CBS-affiliated television station for Southeastern Georgia's Coastal Empire and Southern South Carolina's Lowcountry. Licensed to Savannah, Georgia, it broadcasts a high definition digital signal on VHF channel 11 from a transmitter along Fort Argyle Road/SR 204 in unincorporated...
also play a small part in the regional network.
Newscast titles
- WIS-TV News: The xx:00 Report (1970s-1991)
- WIS-TV 10 News (1970s-1980s)
- WIS News: The xx:00 Report (1991–2003)
- WIS News 10 (2003–present)
Station slogans
- TV 10, Proud as a Peacock! (1979–1981; localized version of NBC ad campaign)
- Come Home To The Best, on WIS-TV 10 (1988–1989; localized version of NBC ad campaign)
- The Spirit of Carolina (1991–2003)
- Count on WIS News 10 (2003–2010)
- Coverage You Can Count On (2010–present)
News music packages
- WIS 1984 News Theme (1984)
- Newschannel (1984–1991)
- WIS 1991 News Theme (1991–1995)
- WIS-TV News Music Package (1995–2003)
- The Tower (2003–2009)
- B Package (2009–present)
Current on-air staff
Anchors- Kelly Coakley - weekdays at noon; also general assignment reporter
- Judi Gatson - weeknights at 5, 6 and 11 p.m.; also "Troubleshooter" investigative reporter
- Ben Hoover - weeknights at 6, 7 and 11 p.m.; also reporter and host of NewsWatch
- Hannah Horne - weekdays mornings; also reporter and fill-in anchor
- Susan Elizabeth Littlefield - weekends at 6 and 11 p.m.; also weekday reporter
- Dawndy Mercer Plank - weeknights at 4, 5, and 7 p.m.; also reporter
Weather Team
- John Farley (AMSAmerican Meteorological SocietyThe American Meteorological Society promotes the development and dissemination of information and education on the atmospheric and related oceanic and hydrologic sciences and the advancement of their professional applications. Founded in 1919, the American Meteorological Society has a membership...
Certified Broadcast Meteorologist) - Chief Meteorologist; Weeknights at 4, 5, 6, 7, and 11 p.m. - Von Gaskin - Meteorologist; weekends
- Joe Pinner - Weather Anchor; Fridays at noon (also was host of "Mr. Knozit" from 1963 to 2000)
- Ben Tanner (AMSAmerican Meteorological SocietyThe American Meteorological Society promotes the development and dissemination of information and education on the atmospheric and related oceanic and hydrologic sciences and the advancement of their professional applications. Founded in 1919, the American Meteorological Society has a membership...
Certified Broadcast Meteorologist & NWANational Weather AssociationThe National Weather Association is an American professional association with a mission to support and promote excellence in operational meteorology and related activities...
Seal of Approval) - Meteorologist; weekday mornings and Monday-Thursdays at noon
Sports Team
- Rick Henry - weeknights at 6 and 11 p.m.
- Joe Gorchow - weekends at 6 and 11 p.m.
Reporters
- Jody Barr - multimedia journalist
- Steven Hooker - multimedia journalist
- Taylor Kearns - multimedia journalist
- Jack Kuenzie - Senior Reporter
- Tim Pulliam - multimedia journalist
- Mary King - multimedia journalist
- Meaghan Norman - multimedia journalist
- Chelsea Washington- multimedia journalist; Saturday Morning Anchor; also Awareness Host
Notable former staff
- Susan Audé (Fisher)Susan AudéSusan Audé is a retired American television news anchor in Columbia, South Carolina.-Personal life:Audé was born on Halloween 1952 in Fort Lee, Virginia into a military family....
(anchor, 1978–2006; retired) - Angie GoffAngie GoffAngie Goff is an American broadcast journalist. After spending several years at WUSA-TV in Washington, D.C., Goff joined WRC-TV as a weekend morning anchor in September 2011. Goff also writes the popular blog known for showcasing viewer generated content.Goff joined WUSA-TV in November 2007...
(now at WRC-TVWRC-TVWRC-TV, channel 4, is an owned and operated television station of the NBC television network, located in the American capital city of Washington, D.C...
in Washington, D.C.) - Craig MelvinCraig MelvinCraig Delano Melvin is an American journalist, who works for MSNBC currently as an anchor, and was formerly with WRC-TV in Washington DC.-Personal life:...
(now at MSNBCMSNBCMSNBC is a cable news channel based in the United States available in the US, Germany , South Africa, the Middle East and Canada...
in New York, NY; won Emmy in 2006)