WMTV

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Not to be confused with KMTV-TV or MTV. For the college television station, see WMTV (College of William & Mary).

WMTV
HAAT414.8 m (1,361 ft)
Transmitter coordinates43°3′3″N 89°29′13″W / 43.05083°N 89.48694°W / 43.05083; -89.48694
Links
Public license information
Websitewww.wmtv15news.com

WMTV (channel 15) is a television station in Madison, Wisconsin, United States, affiliated with NBC and The CW. The station is owned by Gray Media and maintains studios and transmitter facilities on Forward Drive in the Greentree neighborhood on Madison's southwest side.

WMTV was the second television station to air in Madison, beginning in July 1953 just days after

WBUW
.

History

Early years on channel 33

After the Federal Communications Commission lifted its four-year freeze on new television station grants and opened the ultra high frequency (UHF) band for television use, applications were received to start new stations in Madison. The first came from the Bartell Group, owned by Madison radio announcer Gerry Bartell and owner of Milwaukee station WOKY, for channel 33, one of two UHF channels allocated for commercial use in the city.[2] Another application for channel 33 was made by Earl W. Fessler, owner of Madison FM radio outlet WMFM.[3] In late December, Fessler and Bartell combined their applications as the Bartell Television Corporation. With no other bids left to consider, Bartell Television was granted a construction permit on January 23, 1953.[4][5]

WMTV signed on the air with a test pattern on July 8, 1953,

WKOW-TV (channel 27) began broadcasting on July 8.[8] It was an affiliate of NBC, ABC, and DuMont.[9] The WMTV facility along the Beltline contained a main studio complete with a revolving stage, an element the station claimed to be the only one in existence east of California, as well as a permanently installed kitchen for cooking shows.[10] One such cooking program was hosted by Carson Gulley, the supervising chef for the residence halls at the University of Wisconsin–Madison, who hosted a program with his wife Beatrice from 1953 to 1962.[11] ABC programs moved to WKOW-TV in September 1956 when WISC-TV began as a CBS affiliate on channel 3.[12]

In March 1956, it was announced that the Badger Broadcasting Company, owner of radio station WIBA and a joint venture of The Capital Times and Wisconsin State Journal newspapers, could soon own WMTV, with Gerry Bartell staying as the station's general manager.[13] Bartell proposed to sell the newspapers a two-thirds interest in the station.[14] However, the parties were unable to reach final agreement on matters related to the sale, and the proposed transaction was abandoned in August.[15] With WMTV as Bartell's only television property, Wometco Enterprises filed in 1957 to buy WMTV for $350,000.[16][17]

Move to channel 15; Forward ownership

A modern two-story building with WMTV and Madison CW's logos, along with the station's transmitter behind the building along a freeway.
WMTV's transmitter, studio, and broadcast center along the Madison Beltline.

Wometco owned the station less than a year before Forward Television, a subsidiary of Lee Enterprises of Mason City, Iowa, acquired WMTV in 1958; the Forward name came from the Wisconsin state motto.[18][19] During Forward Television's ownership, in April 1961, the FCC inserted channel 15 at Madison; WMTV applied to move from channel 33 to channel 15, which would increase its reception range.[20] After postponements caused by weather and delays in fabricating the antenna needed to broadcast the channel 15 signal, the move took effect on October 25, 1961.[21]

Lee accepted an offer from Wisconsin Valley Television Corporation to acquire WMTV in December 1962. Wisconsin Valley was a consortium of newspaper interests that owned WSAU radio and television in Wausau.[22] The FCC only narrowly approved the transaction on a 4–3 vote in May 1963. The sale's opposition was largely due to an investigation underway as to whether Wisconsin Valley was associating with an educational TV group in Wausau so as to prevent a second commercial station from being built there. As a result, a condition was attached to sale approval that allowed the FCC to force a divestiture of the station were the commission to rule against Wisconsin Valley in the Wausau proceeding.[23] That September, the FCC voted 5–0 to allow the sale to stand after Midcontinent Broadcasting, owner of WKOW-TV, asked it to reconsider its earlier ruling.[24]

Wisconsin Valley gave channel 15 a significant technical overhaul, including an upgraded transmitter facility which increased the effective radiated power to 950,000 watts in 1965.[25][a] Wisconsin Valley renamed itself Forward Communications Corporation at the start of 1967 in the wake of acquiring its first broadcast property outside the state of Wisconsin, KVTV in Sioux City, Iowa.[27][b] Despite an improved product and Forward's ability to pull WMTV out of its status as a "financial loser", the Madison station continued to face an inherent disadvantage because of its UHF signal against WISC-TV, the only local very high frequency (VHF) station.[30]

Forward was sold in late 1984 to

Dane County itself.[32][33] However, the station was hit by cutbacks in the newsroom and in the production of non-news local programming,[34] as well as declining news ratings.[35] The departures of sports director Jack Eich, who was fired, and Paula Dilworth, who was passed over for a promotion and departed the station for a job Las Vegas, made headlines and put general manager Leslie Leonard in the spotlight.[36][37]

Since 1988

Wesray sold its TV stations to Adams Communications in 1988,

Doppler weather radar.[45]

Financial problems developed at Benedek at the start of the new millennium. The

Chapter 11 bankruptcy.[46] Most of the Benedek stations, including WMTV, were sold to Gray Television in 2002.[47] The station discontinued analog broadcasting on February 17, 2009.[48] In 2011, the station was second-rated in early and late evening news, in a virtual tie with WKOW, but won mornings and had revenue comparable to WISC.[49]

In 2016, Gray built new studios for WMTV adjacent to the original facility. The new building features twice the square footage as the old studios, which were demolished for parking.

WBUW.[53] In late 2023, the station rebranded from NBC 15 to WMTV 15.[54]

Subchannels

The station's signal is

multiplexed
:

Subchannels of WMTV[55]
Channel Res. Aspect Short name Programming
15.1 1080i
16:9
 WMTVNBC NBC
15.2 720p WMTV-CW The CW
15.3 480i OUTLAW
Outlaw
15.4 MeTV MeTV
15.5 STARTTV Start TV
15.6 THE365
The365

Notes

  1. ^ Promoted as one million watts, but it was not.[26]
  2. ^ The Forward Television name was retained under Wisconsin Valley when WMTV was acquired. In 1963, Bartell Road, on which WMTV's studios were located, was renamed Forward Drive.[28][29]

References

  1. ^ "Facility Technical Data for WMTV". Licensing and Management System. Federal Communications Commission.
  2. ^ "File Application for UHF Channel Here". The Capital Times. Madison, Wisconsin. July 24, 1952. p. 1. Archived from the original on December 23, 2022. Retrieved December 23, 2022 – via Newspapers.com.
  3. ^ "Two More Ask TV Licenses In Madison". The Capital Times. August 22, 1952. pp. 1, 2. Archived from the original on December 23, 2022. Retrieved December 23, 2022 – via Newspapers.com.
  4. ^ "Merge 2 Bids for TV Channel 33". The Capital Times. December 29, 1952. pp. 1, 2. Archived from the original on December 23, 2022. Retrieved December 23, 2022 – via Newspapers.com.
  5. ^ "FCC Grants WMFM Television Channel 33". Wisconsin State Journal. January 24, 1953. p. 1. Archived from the original on December 23, 2022. Retrieved December 23, 2022 – via Newspapers.com.
  6. ^ "Station WMTV Begins Testing at 5 P.M. Today". Wisconsin State Journal. Madison, Wisconsin. July 8, 1953. p. 1. Archived from the original on December 23, 2022. Retrieved December 23, 2022 – via Newspapers.com.
  7. ^ "WMTV Dedication Program Telecast Tonight at 7 P. M." Wisconsin State Journal. July 19, 1953. p. 5:4. Archived from the original on January 10, 2023. Retrieved December 23, 2022 – via Newspapers.com.
  8. ^ "WKOW-TV Starts Telecasting". Wisconsin State Journal. July 9, 1953. p. 2:1. Archived from the original on December 23, 2022. Retrieved December 23, 2022 – via Newspapers.com.
  9. ^ "WMTV to Carry Shows of 3 Major Networks". Wisconsin State Journal. April 9, 1953. p. 2:5. Archived from the original on December 23, 2022. Retrieved December 23, 2022 – via Newspapers.com.
  10. ^ "WMTV Creates New Landmark". Wisconsin State Journal. July 12, 1953. p. 2:5. Archived from the original on December 23, 2022. Retrieved December 23, 2022 – via Newspapers.com.
  11. ^ Wineke, William R. (February 3, 1998). "Shaping a city: African Americans have played large role in Madison history". Wisconsin State Journal. Madison, Wisconsin. p. 1C. Retrieved April 19, 2024 – via Newspapers.com.
  12. ^ "WKOW-TV Joins ABC Network". Wisconsin State Journal. September 8, 1956. p. 11. Archived from the original on December 23, 2022. Retrieved December 23, 2022 – via Newspapers.com.
  13. ^ "Badger Broadcast Co. May Purchase Interest In WMTV". The Capital Times. March 7, 1956. p. 1. Archived from the original on January 10, 2023. Retrieved December 23, 2022 – via Newspapers.com.
  14. ^ "Madison TV Co. File Papers of Incorporation". Wisconsin State Journal. May 9, 1956. p. 2:4. Archived from the original on January 10, 2023. Retrieved December 23, 2022 – via Newspapers.com.
  15. ^ "Plan to Buy WMTV Is Discontinued". The Capital Times. August 21, 1956. p. 1. Archived from the original on December 23, 2022. Retrieved December 23, 2022 – via Newspapers.com.
  16. ^ "Miami Group Buys WMTV: FCC Approval of Sale Expected". Wisconsin State Journal. May 29, 1957. pp. 1, 2. Archived from the original on January 10, 2023. Retrieved December 23, 2022 – via Newspapers.com.
  17. ^ "WMTV Price Is $350,000". The Capital Times. June 29, 1957. p. 5. Archived from the original on December 23, 2022. Retrieved December 23, 2022 – via Newspapers.com.
  18. ^ "Pact Subject to FCC Consent: Group Agrees to Purchase WMTV". The Capital Times. March 5, 1958. pp. 1, 4. Archived from the original on January 10, 2023. Retrieved December 23, 2022 – via Newspapers.com.
  19. ^ "Purchase of WMTV Approved". The Capital Times. Madison, Wisconsin. April 3, 1958. p. 1, 4. Archived from the original on December 23, 2022. Retrieved December 23, 2022 – via Newspapers.com.
  20. ^ "WMTV Is Given Authority to File For Channel 15". The Capital Times. Madison, Wisconsin. April 6, 1961. p. 16. Retrieved March 30, 2025 – via Newspapers.com.
  21. ^ "WMTV Starts on Channel 15". Wisconsin State Journal. October 26, 1961. p. 2:5. Archived from the original on December 23, 2022. Retrieved December 23, 2022 – via Newspapers.com.
  22. ^ "Valley Corp. Buys Madison TV Station". The Daily Tribune. December 13, 1962. p. 1. Archived from the original on December 23, 2022. Retrieved December 23, 2022 – via Newspapers.com.
  23. ^ "WMTV's Sale by Lee Group Is Approved". Wisconsin State Journal. May 16, 1963. p. 16. Archived from the original on December 23, 2022. Retrieved December 23, 2022 – via Newspapers.com.
  24. ^ "Richard Dudley Is TV Firm Officer; Replaces Late George T. Frechette". The Daily Tribune. Wisconsin Rapids, Wisconsin. September 30, 1963. p. 1. Archived from the original on January 10, 2023. Retrieved December 23, 2022 – via Newspapers.com.
  25. ^ "WMTV Boosts Output Power". The Capital Times. September 11, 1965. p. 3. Archived from the original on December 23, 2022. Retrieved December 23, 2022 – via Newspapers.com.
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  27. ^ "TV Corporation Has New Name". Wausau Daily Herald. Wausau, Wisconsin. January 9, 1967. p. 7. Archived from the original on May 28, 2022. Retrieved May 28, 2022 – via Newspapers.com.
  28. ^ "An Ordinance, Ordinance No. 1533". Wisconsin State Journal. September 3, 1963. p. 2:5. Archived from the original on December 23, 2022. Retrieved December 23, 2022 – via Newspapers.com.
  29. ^ "Legal Notice". Wisconsin State Journal. October 13, 1965. p. 2:3. Archived from the original on December 23, 2022. Retrieved December 23, 2022 – via Newspapers.com.
  30. ^ Holsendolph, Ernest (January 1, 1979). "UHF's Broadcasting Struggles". The New York Times. pp. 29, 30. Archived from the original on December 24, 2022. Retrieved December 24, 2022.
  31. ^ Berger, Tom (January 3, 1985). "New Forward owner expanding: Wesray must sell WSAW or Marshfield paper". Wausau Daily Herald. Wausau, Wisconsin. p. 3. Archived from the original on May 27, 2022. Retrieved May 27, 2022 – via Newspapers.com.
  32. ^ Carr, Debra (December 26, 1980). "Nielsen Company surveys market: WMTV news ranked top in Dane County". The Capital Times. p. 79. Archived from the original on January 10, 2023. Retrieved December 24, 2022 – via Newspapers.com.
  33. ^ Carr, Debra (January 16, 1984). "Local TV news shows vie for lead in ratings". The Capital Times. p. 35. Archived from the original on January 10, 2023. Retrieved December 24, 2022 – via Newspapers.com.
  34. ^ Egerton, Brooks (December 20, 1986). "Tight budgets, low ratings ax local TV programming". The Capital Times. p. 16. Archived from the original on January 10, 2023. Retrieved December 24, 2022 – via Newspapers.com.
  35. ^ Egerton, Brooks (October 16, 1987). "Hanson takes Vegas job". The Capital Times. p. 35. Archived from the original on December 24, 2022. Retrieved December 24, 2022 – via Newspapers.com.
  36. ^ Egerton, Brooks (August 26, 1985). "WMTV's Paula Dilworth takes Vegas job". The Capital Times. pp. 21, 23. Archived from the original on December 24, 2022. Retrieved December 24, 2022 – via Newspapers.com.
  37. ^ Egerton, Brooks (September 7, 1985). "In swirl of changing faces: 15's Leonard takes the heat". The Capital Times. p. 7. Archived from the original on January 10, 2023. Retrieved December 24, 2022 – via Newspapers.com.
  38. ^ Storch, Charles (October 16, 1987). "Adams agrees to buy 5 Wesray TV stations". Chicago Tribune. Chicago, Illinois. p. 3:4. Archived from the original on May 27, 2022. Retrieved May 27, 2022 – via Newspapers.com.
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