WCYB-TV
A Bristol, Virginia television station serving the Tri-Cities region as an NBC affiliate with CW and Fox programming on digital subchannels.
Last updated August 31, 2026
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Overview
WCYB-TV is a commercial television station licensed to Bristol, Virginia, serving the broader Tri-Cities region of southwestern Virginia and northeastern Tennessee. The station broadcasts on virtual channel 5 and is owned by Sinclair Broadcast Group. Its principal network affiliation is NBC, while CW and Fox programming have been carried through digital subchannels and related arrangements. WCYB shares studio facilities on Lee Street in Bristol with WEMT, the Fox station licensed to Greeneville, Tennessee, and its transmitter is located at Rye Patch Knob on Holston Mountain in the Cherokee National Forest. The station emerged from a contested allocation of the channel 5 VHF frequency. When the Federal Communications Commission reopened television licensing in the early 1950s, competing applications came from interests associated with Bristol, Virginia, and Bristol, Tennessee. The Virginia application was submitted by Appalachian Television Company, the owner of WCYB radio, while a competing consortium included the owners of WOPI and WKPT radio. After an extensive comparative hearing and appeals process, the FCC selected Appalachian Television's proposal. A construction permit was issued in April 1956, and WCYB-TV began broadcasting on August 13 of that year, moving into regular full-time service by September 1. It launched as an NBC affiliate and also carried selected ABC programming until the arrival of WKPT-TV in 1969. During its early decades, WCYB combined network programming with locally produced entertainment, quiz programs, children’s shows, and news. The station developed a particularly strong local-news identity. Long-serving personalities such as anchor Merrill Moore and weathercaster Johnny Wood contributed to continuity and audience loyalty, helping WCYB establish a durable ratings position against WJHL-TV in Johnson City. The station expanded its news schedule over time, including the early-evening Live at 5:30 p.m. program and an increasingly substantial morning newscast. Ownership changed several times. Appalachian sold the station to Starr Broadcasting in 1970. Starr later sold WCYB-TV to Grit Publishing in 1977; after Grit disposed of its newspaper operations, the company adopted the Lamco name. Lamco’s television holdings were eventually acquired by BlueStone Television in 2004 and then by Bonten Media Group, in a transaction completed after regulatory approval in 2007. Sinclair acquired the Bonten stations in 2017, bringing WCYB into one of the largest American broadcast groups. WCYB was an early adopter of digital multicast television. In 1999 it launched a cable-only WB service known as CYB.WB, and in May 2000 placed the service on a digital subchannel along with syndicated content, local news, and advertising. The station also carried Pax programming, making it an early example of a broadcaster offering multiple major-network services on one digital signal. WCYB ended analog transmission during the nationwide digital transition in June 2009. Because low-VHF channel 5 created reception difficulties, the station later moved its digital transmission from UHF channel 28 to UHF channel 35, beginning reduced-power operation in August 2022 and full-power operation in January 2023. WCYB’s present brand is centered on local news, weather, community information, NBC programming, and digitally distributed network services. Its long-standing market role is that of a regional broadcast institution rather than a national consumer brand, with its value derived from local reach, news credibility, network affiliation, and its technical coverage of the geographically dispersed Tri-Cities market.
History
WCYB-TV’s history began with the FCC’s post-freeze allocation of a VHF television channel to the Bristol area. Channel 5 attracted competing applications from broadcasters in Bristol, Virginia, and Bristol, Tennessee. Appalachian Television Company, which owned WCYB radio on the Virginia side, proposed the station that became WCYB-TV. A rival group connected with WOPI and WKPT proposed a Tennessee-based service. The dispute led to a lengthy comparative hearing during 1954 and an appeal to the full FCC. The commission ultimately favored Appalachian’s application, citing the likelihood that its ownership and management structure would deliver the proposed service. A construction permit was granted on April 11, 1956. Construction proceeded quickly, although the transmitter site changed after the United States Forest Service rejected the originally proposed location on Holston Mountain. The final transmitter site was established at Rye Patch Knob, where the station’s transmission facilities remain associated with the Cherokee National Forest. WCYB-TV signed on August 13, 1956, initially conducting testing before beginning regular programming on September 1. NBC was its primary affiliation from launch. The station also carried ABC programs on a secondary basis until 1969, when WKPT-TV began operation and assumed the ABC affiliation. In its first years WCYB produced local entertainment and educational programming in addition to news and network shows. Its local identity strengthened through programs such as locally hosted cartoon blocks and quiz series. In 1970, Appalachian sold the WCYB stations to Starr Broadcasting, whose president and principal shareholder was publisher William F. Buckley Jr. The same period brought a studio relocation caused by an urban-renewal project in Bristol, Virginia, which resulted in the demolition of the station’s earlier facilities and the construction of a replacement studio building. Starr sold WCYB-TV to Grit Publishing in 1977. After Grit sold its namesake publication in the early 1980s, the company changed its name to Lamco. Lamco’s television properties later became part of BlueStone Television, following an attempted 2003 transaction that did not close and a subsequent acquisition completed in 2004. WCYB’s relationship with the market’s Fox service also expanded during this ownership era. In 2005, Sinclair sold WEMT’s license to Aurora Broadcasting while BlueStone acquired the station’s non-license assets. WCYB assumed much of WEMT’s operation and produced a 10 p.m. newscast for the Fox affiliate. BlueStone’s television portfolio was then sold to Bonten Media Group, with the transaction receiving approval in 2007. WCYB became a notable early participant in digital multicast broadcasting. In 1999 it introduced CYB.WB as a cable-only WB outlet after the loss of national carriage by Superstation WGN. Beginning May 26, 2000, the service appeared on a WCYB digital subchannel with syndicated programming, local news, and local advertising. Pax programming was also distributed through the station’s digital and cable arrangements. This made WCYB an early broadcaster to provide more than one major network service through a single digital television signal. Sinclair announced its purchase of Bonten’s stations in April 2017 and completed the transaction on September 1 of that year. WCYB continued to operate as a regional NBC affiliate and local-news provider. Analog transmission ended on June 12, 2009, during the nationwide digital television transition. The station initially used UHF channel 28 for its post-transition digital signal, but reception problems associated with low-VHF channel 5 led Sinclair to seek an FCC-approved move back to UHF. WCYB began channel 35 operation at half power on August 22, 2022, and reached full power on January 5, 2023. The station has historically competed strongly in local news ratings. Its audience advantages have been particularly evident in Virginia and in morning and early-evening coverage, although WJHL has at times performed better when measured only within the Johnson City metropolitan area. Long-serving anchors and weather presenters reinforced the station’s continuity, while schedule expansion—including a 5:30 p.m. newscast introduced in 1991 and an expanded morning broadcast—supported its news-led position.
- 2023
UHF signal reaches full power
[1]The channel 35 digital transmission was upgraded to full power.
- 2022
Move to UHF channel 35 begins
[1]WCYB started operating its new UHF digital signal on channel 35 at reduced power.
- 2017
Sinclair acquisition completed
[1]Sinclair Broadcast Group completed its acquisition of Bonten Media Group’s stations, including WCYB-TV.
- 2009
Analog transmission ends
[1]WCYB ended analog broadcasting as part of the United States digital television transition.
- 2007
Bonten Media Group ownership completed
[1]BlueStone’s television properties became part of Bonten Media Group after regulatory approval.
- 2000
Digital broadcasting begins
[1]WCYB began digital transmission and carried multiple network services through its digital signal.
- 1999
CYB.WB introduced
[1]The station launched a cable-only WB service for the Tri-Cities area.
- 1991
Launch of Live at 5:30 p.m.
[1]WCYB expanded its early-evening local-news schedule with the Live at 5:30 p.m. newscast.
- 1977
Sale to Grit Publishing
[1]Starr sold the station to Grit Publishing, which later became Lamco after divesting its newspaper.
- 1970
Sale to Starr Broadcasting
[1]Appalachian sold WCYB-TV to Starr Broadcasting, separating the television station from the WCYB radio operation.
Products and positioning
A locally rooted, news-led network affiliate serving the Bristol and Tri-Cities region, combining NBC programming with digital multicast services and regional advertising.
Broadcast news
WCYB Local News
WCYB’s local-news operation covers the Bristol and Tri-Cities region with scheduled newscasts, weather, breaking-news reports, and community features. Its schedule expanded over time from traditional evening broadcasts to morning and early-evening programming, supporting the station’s long-standing position as a leading local-news outlet.
Network television · 1956
NBC programming
NBC has been WCYB-TV’s primary network affiliation since the station launched in 1956. The affiliation supplies national news, entertainment, sports, and special-event programming alongside WCYB’s locally produced content.
Digital television · 2000
Digital multicast services
WCYB has used digital subchannels to distribute additional network and syndicated programming. Its early multicast history included the WB-related CYB.WB service and Pax programming, making the station an early adopter of multi-network digital broadcasting.
Broadcast news · 2005
WEMT local news production
WCYB assumed substantial operational responsibilities for WEMT after the station’s license and non-license assets were separated in 2005. Among those responsibilities was production of a local 10 p.m. newscast for the Greeneville-licensed Fox affiliate.
Brand decisions
2022
Digital frequency move to UHF channel 35Generation changeBackground
The station’s low-VHF channel 5 operation created reception challenges for some viewers.
Action taken
Sinclair obtained FCC authorization to move WCYB’s digital transmission to UHF channel 35, beginning reduced-power operation in August 2022.
Aftermath
The UHF signal reached full power in January 2023, improving the technical basis for over-the-air reception.
2005
Assumption of WEMT operating functionsStrategyBackground
WEMT’s license was sold to Aurora Broadcasting while BlueStone Television acquired its non-license assets.
Action taken
WCYB took over most of WEMT’s operations and began producing a 10 p.m. newscast for the Fox affiliate.
Aftermath
The arrangement strengthened operational integration between the two stations, which later shared ownership under Sinclair.
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