KCOY-TV
A television station licensed to Santa Maria, California, serving the Central Coast as an affiliate of Telemundo and The CW.
Last updated November 4, 2026
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Overview
KCOY-TV is a full-power television station licensed to Santa Maria, California, and serving the southern Central Coast, including the Santa Maria and San Luis Obispo areas. The station broadcasts on virtual channel 12 and transmits from Tepusquet Peak east of Santa Maria. Its current programming includes Telemundo on the main signal and The CW through the station's contemporary affiliation arrangement. KCOY-TV is owned by VistaWest Media, LLC and operated by the News-Press & Gazette Company (NPG) under a shared services agreement. Through that arrangement it is associated with Santa Barbara–licensed KEYT-TV, an ABC and CBS outlet, and KKFX-CD, a Fox station serving the San Luis Obispo area. KCOY-TV and KKFX-CD share facilities on West McCoy Lane in Santa Maria, while KEYT-TV operates from a separate site in Santa Barbara. The station originated from a Federal Communications Commission effort to reorganize television allocations in Fresno. In 1960, the FCC ordered Fresno's KFRE-TV to move from VHF channel 12 to UHF channel 30 as part of a deintermixture policy. The vacated channel was subsequently considered for communities on the southern Central Coast, including Lompoc, Santa Barbara, San Luis Obispo, and Santa Maria. After a comparative proceeding involving several applicants, the FCC selected Central Coast Television Corporation, a consortium with local ownership and civic ties, to construct the station. The call sign KCOY-TV reflected the connection of two of the consortium's partners to KCOY radio. KCOY-TV began broadcasting on March 16, 1964. It initially carried NBC programming while also showing selected CBS programs, becoming a regular NBC affiliate in 1965. Ownership and operating control changed during the station's early years, and a proposed transmitter move toward the Santa Barbara area was opposed by KEYT, which argued that the change would weaken KCOY-TV's commitment to Santa Maria and intrude on its coverage area. The FCC ultimately rejected the proposed move. KCOY-TV became a primary CBS affiliate on January 12, 1969, while continuing to carry some NBC programming during the transition in the regional affiliation pattern. Stauffer Communications purchased the station in 1980 for $7 million. During the Stauffer period, KCOY-TV remained an important local news outlet and was generally described as the second-rated local news operation on the southern Central Coast in the 1980s and 1990s. Stauffer developed a larger Santa Maria facility, completed in 1988, to accommodate expanded staffing and technical operations. The station also carried National Football League games through CBS and, after CBS lost NFL rights, temporarily carried NFL on Fox programming until a dedicated low-power Fox outlet launched in the market in 1997. The station passed through several owners after Stauffer was acquired by Morris Communications in 1995. Morris spun most of the television properties to Benedek Broadcasting; KCOY-TV then moved to the Ackerley Group in a 1998 station swap. Ackerley was acquired by Clear Channel Communications in 2002. Clear Channel later sold its television group to Newport Television, and KCOY-TV was acquired by The Cowles Company in 2008. Cowles introduced cost reductions in 2012 that affected sports coverage, morning programming, local staffing, and the presentation of evening newscasts. The Santa Maria newsroom had nevertheless been upgraded to high-definition the previous year. NPG began assuming operational responsibilities in 2013, including control of the news operation, and acquired other Central Coast media assets directly. The KCOY-TV license was transferred to VistaWest Media, a company associated with NPG's management, while NPG continued to operate the station. The station's programming identity changed substantially in the 2020s. On January 1, 2021, CBS programming moved to a subchannel of KEYT-TV, and KCOY-TV's main signal carried the Dabl digital network. On February 1, 2023, Telemundo replaced Dabl on the principal signal after NPG moved the affiliation from KTAS, and regional Spanish-language newscasts from NPG's Monterey–Salinas operation were extended to the southern Central Coast. In 2024, The CW moved to KCOY-TV after KSBY's owner declined to renew several CW affiliations. KCOY-TV therefore now operates as a locally licensed broadcast outlet with a multi-network, shared-services model rather than as the standalone CBS affiliate it was for much of its history.
History
KCOY-TV was created after the FCC reassigned VHF channel 12 away from Fresno. The agency's 1960 deintermixture order moved KFRE-TV from channel 12 to channel 30 and opened the channel for consideration in several southern Central Coast communities. Four applicants initially sought the construction permit. After withdrawals reduced the contest, the FCC favored Central Coast Television Corporation, citing its local ownership and civic involvement. The permit was granted in 1963, and the group selected the KCOY-TV call sign, partly reflecting the owners' connection to KCOY radio. The station signed on March 16, 1964, from Santa Maria, initially carrying NBC programming along with selected CBS shows. It became a regular NBC affiliate in 1965. Early ownership was unsettled, with partners entering and leaving the operating company. A proposed move of the transmitter from Tepusquet Peak to Broadcast Peak near Goleta generated opposition from KEYT, which argued that the proposal would extend KCOY-TV toward Santa Barbara at the expense of its intended Santa Maria service. FCC proceedings ultimately rejected the relocation request. The station also faced financial pressure during its early years. In 1968, the local owners sold half of the company to a group associated with Dale G. Moore of Missoula, Montana. On January 12, 1969, KCOY-TV became a primary CBS affiliate, although some NBC shows continued to air during the regional transition. Stauffer Communications acquired KCOY-TV in 1980 for $7 million. The station's local news operation performed strongly relative to other southern Central Coast outlets and was commonly regarded as the market's second-rated local news service during the 1980s and 1990s. Stauffer completed a larger Santa Maria studio in 1988. KCOY-TV carried CBS programming, including NFL broadcasts, and temporarily carried NFL on Fox after CBS lost the league's football package, until a new low-power Fox station began operating in the region in 1997. A succession of corporate owners followed. Morris Communications acquired Stauffer in 1995 and separated the television assets from the newspaper business, selling most of the stations to Benedek Broadcasting. Benedek exchanged KCOY-TV with the Ackerley Group in 1998. Ackerley was acquired by Clear Channel Communications in 2002. Clear Channel subsequently transferred its television portfolio to Newport Television, while KCOY-TV was sold to The Cowles Company in 2008 because of ownership considerations related to Newport's interests in California broadcasting. Cowles cut costs at its California stations in 2012. At KCOY-TV and related station KKFX, the changes included ending sports coverage, shortening the morning program, moving evening-news presentation to Salinas, and laying off thirteen employees. The station had converted its Santa Maria newsroom to high definition in 2011. Chief meteorologist Jim Byrne later sued Cowles, alleging breach of contract; the case was settled outside court. In 2013, News-Press & Gazette Company began taking over portions of KCOY-TV's operations under a shared services agreement and merged its newsroom with the operation serving NPG's Santa Barbara station, KEYT-TV. NPG acquired several related Central Coast and Monterey–Salinas assets directly, while the KCOY-TV license was sold to VistaWest Media, an entity associated with NPG management. The license sale closed in January 2015, with NPG continuing to operate the station. KCOY-TV's network role changed again in the 2020s. On January 1, 2021, CBS moved to KEYT-TV's second digital subchannel and KCOY-TV's primary signal began carrying Dabl. On February 1, 2023, NPG replaced Dabl with Telemundo after transferring the affiliation from KTAS. The station also began carrying regional Spanish-language newscasts produced or shared with KMUV-LD in the Monterey–Salinas market. On July 31, 2024, The CW announced a move to KCOY-TV from KSBY. KCOY-TV now combines network entertainment programming, Spanish-language service, regional news, and digital broadcasting within NPG's shared-services structure.
- 2024
The CW affiliation moves to KCOY-TV
[1]The CW moved from KSBY to KCOY-TV, expanding the station's current network portfolio.
- 2023
Telemundo affiliation begins
[1]KCOY-TV replaced Dabl with Telemundo after NPG transferred the network affiliation from KTAS.
- 2021
CBS leaves the main KCOY-TV signal
[1]CBS moved to a KEYT-TV subchannel and Dabl took over KCOY-TV's principal digital channel.
- 2015
VistaWest license acquisition closes
[1]VistaWest Media completed its acquisition of the KCOY-TV license, while NPG retained operational responsibility.
- 2013
Shared-services consolidation begins
[1]NPG assumed portions of KCOY-TV's operations and merged the station's news operation with its broader Central Coast structure.
- 2009
Analog transmission ends
[1]KCOY-TV ended its analog VHF transmission and continued digitally using virtual channel 12.
- 1988
New Santa Maria studio completed
[1]Stauffer completed a larger studio facility on the site that became the station's principal Santa Maria base.
- 1980
Stauffer acquisition
[1]Stauffer Communications purchased KCOY-TV.
- 1969
Primary affiliation changes to CBS
[1]The station changed its primary network relationship from NBC to CBS.
- 1964
KCOY-TV signs on
[1]KCOY-TV began broadcasting on March 16 as a new Santa Maria television station.
Products and positioning
A local broadcast outlet serving Santa Maria and the southern Central Coast through network television, regional news, and shared facilities operated by NPG.
Broadcast news · 1964
Local news
KCOY-TV has historically produced local news for Santa Maria and the southern Central Coast. Its newsroom was consolidated with NPG's wider Central Coast operation in the 2010s. Current regional programming also includes Spanish-language newscasts shared with NPG's Monterey–Salinas Telemundo operation.
Spanish-language network television · 2023
Telemundo programming
Telemundo programming occupies KCOY-TV's principal signal following NPG's transfer of the affiliation from KTAS in 2023. The service combines national Spanish-language network content with regional news intended for the Central Coast audience.
English-language network television · 2024
The CW programming
The CW became part of KCOY-TV's network offering in 2024 after the affiliation moved from KSBY. The affiliation adds English-language scripted, entertainment, and sports-related network programming to the station's schedule.
Digital multicast network · 2021
Dabl
Dabl temporarily occupied KCOY-TV's main digital signal after CBS moved to a KEYT-TV subchannel in 2021. It was replaced by Telemundo in 2023.
Brand decisions
2024
The CW affiliation moves from KSBYProduct launchBackground
KSBY's owner opted not to renew several CW affiliations.
Action taken
The CW selected KCOY-TV as its new Central Coast affiliate.
Aftermath
KCOY-TV added an English-language network offering alongside its Telemundo service.
2023
Telemundo replaces DablProduct launchBackground
NPG moved its Telemundo affiliation from KTAS to a station it operated in Santa Maria.
Action taken
KCOY-TV's principal signal began carrying Telemundo programming and regional Spanish-language newscasts.
Aftermath
The station gained a stronger Spanish-language identity while remaining part of NPG's shared regional news operation.
2021
CBS affiliation transferred to KEYT-TVStrategyBackground
NPG reorganized its network distribution across the Central Coast.
Action taken
CBS moved to a KEYT-TV digital subchannel, while KCOY-TV's main signal switched to Dabl.
Aftermath
KCOY-TV ceased to be the market's primary CBS station.
2013
Shared-services agreement with NPGM&ABackground
NPG already owned KEYT-TV and was expanding its Central Coast media operation.
Action taken
NPG assumed selected KCOY-TV operations, including the news operation, and later operated the station for VistaWest Media.
Aftermath
KCOY-TV's newsroom and operations became integrated into NPG's regional structure.
2012
Local-news cost reductionStrategyBackground
The Cowles Company introduced cost reductions across its California television stations.
Action taken
KCOY-TV and KKFX reduced sports coverage, shortened the morning show, shifted evening-news presentation toward Salinas, and eliminated thirteen positions.
Aftermath
The changes reduced the scope of locally produced programming. Former chief meteorologist Jim Byrne brought a contract dispute that was settled out of court.
1969
Primary affiliation switch from NBC to CBSStrategyBackground
The southern Central Coast market was undergoing a realignment of network affiliations.
Action taken
KCOY-TV became a primary CBS affiliate while continuing to carry selected NBC programming.
Aftermath
CBS remained the station's principal network affiliation until it moved to KEYT-TV in 2021.
1965
Proposed transmitter relocation to Broadcast PeakStrategyBackground
KCOY-TV sought to move its transmitter northwest toward the Goleta area, a proposal opposed by KEYT because of possible overlap and reduced emphasis on Santa Maria service.
Action taken
The station pursued FCC approval, but the relocation was ultimately denied.
Aftermath
KCOY-TV retained its transmitter at Tepusquet Peak east of Santa Maria.
- KEYT-TV — KEYT objected to the proposed move, citing coverage-area encroachment and the station's original local-service commitment.
Sources2 sources
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