WOAY-TV

WOAY-TV is a commercial television station licensed to Oak Hill, West Virginia, and serving the Bluefield–Beckley–Oak Hill media market. The station is affiliated with the ABC television network and operates from facilities on Legends Highway in Scarbro, just outside Oak Hill, while retaining an Oak Hill mailing address. Its transmitter and studio operations are co-located at the Scarbro site. The station began broadcasting on December 14, 1954, becoming the first television station established in southern West Virginia. It was founded by local businessman Robert R. Thomas Jr. as a sister operation to WOAY radio. From its launch, WOAY-TV had a strong local ownership identity, a characteristic it has retained through successive generations of the Thomas family. The station initially carried ABC programming while also maintaining a secondary relationship with the DuMont Television Network. When DuMont ceased operations in 1956, WOAY-TV continued as an ABC-oriented station until changing its primary affiliation to CBS in 1959, with ABC programs remaining available on a secondary basis. WOAY-TV returned to full-time ABC affiliation on February 19, 1967. The change reflected the station's assessment that ABC was becoming the fastest-growing national network. For a transitional period, the station continued to air selected CBS programs, including the CBS Evening News and Captain Kangaroo, while local viewers' access to CBS programming evolved alongside changes at nearby stations. By the mid-1970s, WOAY-TV had completed the transition to a predominantly ABC schedule. During the 1960s and 1970s, WOAY-TV became particularly recognizable for locally produced professional wrestling programming. The program used local talent and was staged in an arena beside the station's facilities, giving the station a distinctive regional entertainment profile beyond its network schedule. This era ended abruptly on September 30, 1977, when a fire destroyed the station's primary studio, control room, offices, and transmitter building. The station rebuilt in the former wrestling arena and returned to the air within approximately two weeks. ABC programming resumed first, followed by restoration of local productions. The 1977 fire occurred only a few months after the death of founder Robert R. Thomas Jr. Ownership passed to his widow, Helen Thomas, and their five children. Robert R. Thomas III, commonly known as Robbie Thomas, became president and subsequently led the station for decades. The family explored leaving broadcasting in 1990 and sold the associated radio stations, but a proposed sale of WOAY-TV to Withers Broadcasting Companies was not completed. The family therefore retained the television station, preserving WOAY-TV's status as one of the region's long-standing locally owned broadcasters. WOAY-TV completed the United States digital television transition on June 12, 2009, ending its analog signal at 11:35 p.m. and continuing digitally on channel 50. It also changed its on-air identification from the long-used “TV 4” branding to “WOAY Television.” In 2009, the station upgraded its technical infrastructure and described itself as the first high-definition television station in West Virginia. As part of the federally mandated spectrum repack, WOAY-TV moved its digital transmission from channel 50 to channel 31. On October 19, 2019, it returned to virtual channel 4 and revived the “TV 4” identity associated with its earlier analog service. WOAY-TV remains an active ABC affiliate with a regional service model built around network programming, local broadcast operations, and coverage of southern West Virginia. Its defining characteristics are its long tenure, multigenerational Thomas-family ownership, continuity in the local market, and connection to the communities around Oak Hill, Beckley, and the surrounding Appalachian region.

WOAY-TV began service on December 14, 1954, as the first television station in southern West Virginia. It was established by local businessman Robert R. Thomas Jr. and operated alongside WOAY radio. The station launched on channel 4 with ABC as its principal affiliation and also carried programming from the DuMont Television Network. DuMont's closure in 1956 ended that secondary relationship. In 1959, WOAY-TV shifted its primary affiliation to CBS but retained some ABC programming. The station later reassessed its network position and became a full ABC affiliate on February 19, 1967. Some CBS programs remained temporarily, including the CBS Evening News and Captain Kangaroo, reflecting the limited availability of certain network offerings in the surrounding market. WOAY-TV ultimately developed a schedule centered on ABC programming. The station built a strong local identity through news, community service, and locally produced entertainment. One of its best-known historical programs was a theatrical professional wrestling show featuring local talent and staged in an arena adjacent to the studios. The wrestling production ended after a major fire on September 30, 1977. The blaze destroyed the primary studio, control room, offices, and transmitter building. WOAY-TV resumed broadcasting within roughly two weeks, initially carrying ABC programming and then restoring local productions. The former wrestling arena became the station's rebuilt home and continues to be associated with its operations. Ownership also changed within the Thomas family during this period. Founder Robert R. Thomas Jr. died in July 1977, shortly before the fire. His wife, Helen, and their five children inherited the WOAY stations. His son Robert R. Thomas III, known as Robbie Thomas, became president and oversaw WOAY-TV for many years. The family attempted to leave broadcasting in 1990, selling the radio properties, but a proposed transaction involving WOAY-TV and Withers Broadcasting Companies did not close. The family consequently retained the television station. WOAY-TV modernized its transmission and production systems as broadcasting moved from analog to digital. In 2009 it upgraded its infrastructure for high-definition broadcasting and was described as West Virginia's first high-definition station. On June 12 of that year, it shut down its analog signal at 11:35 p.m. and continued digitally on channel 50. The station also temporarily abandoned its traditional “TV 4” presentation in favor of “WOAY Television.” The federal spectrum repack later required another transmission change. WOAY-TV moved its physical digital signal from channel 50 to channel 31. On October 19, 2019, it resumed virtual channel 4, restoring the number historically associated with its analog service and reviving the “TV 4” brand. After Robbie Thomas died in November 2016, ownership and management continued under the next generation of the family, including Sarah Ann Thomas and Robin Thomas DiBartolomeo, who became general manager. WOAY-TV remains an active, locally owned ABC affiliate serving Oak Hill, Beckley, and the broader southern West Virginia region.

• 2019

  Returns to virtual channel 4

  [1]WOAY-TVen.wikipedia.org

  After moving its physical signal to channel 31 under the spectrum repack, WOAY-TV resumes virtual channel 4 and the “TV 4” identity.

• 2009

  Completes analog shutdown and adopts high-definition operations

  [1]WOAY-TVen.wikipedia.org

  WOAY-TV ends analog transmission, continues digitally on channel 50, and upgrades its infrastructure for high-definition service.

• 1977

  Station facilities are destroyed by fire

  [1]WOAY-TVen.wikipedia.org

  A September 30 fire destroys the main facilities; the station returns to the air within two weeks from rebuilt premises.

• 1967

  Becomes a full ABC affiliate

  [1]WOAY-TVen.wikipedia.org

  On February 19, the station returns to full-time ABC affiliation.

• 1959

  Switches primary affiliation to CBS

  [1]WOAY-TVen.wikipedia.org

  WOAY-TV makes CBS its main network affiliation while retaining a secondary ABC relationship.

• 1956

  DuMont affiliation ends

  [1]WOAY-TVen.wikipedia.org

  The station's secondary DuMont relationship ends after the network ceases operations.

• 1954

  Launches on channel 4

  [1]WOAY-TVen.wikipedia.org

  WOAY-TV begins broadcasting on December 14 as the first television station in southern West Virginia.

A community-oriented, locally owned television broadcaster combining ABC network content with regional news, weather, public affairs, and local programming for southern West Virginia.

• Broadcast television · 1954

  WOAY local television service

  The station's core offering is free, over-the-air television service for southern West Virginia. It combines ABC's national schedule with locally originated programming and regional information. The service has historically been identified with channel 4, although its physical digital transmission has changed as a result of the national digital transition and spectrum repack.

• News and public affairs · 1954

  Local news and community programming

  WOAY-TV provides locally oriented broadcast content for communities around Oak Hill, Beckley, and the surrounding Bluefield–Beckley–Oak Hill market. This category includes regional news, weather, public-interest coverage, and other local productions associated with the station's community broadcaster role.

• Local entertainment

  Professional wrestling programming

  During earlier decades, WOAY-TV produced a theatrical professional wrestling program featuring local talent. The show was staged in an arena next to the station's studios and became one of the station's most distinctive local entertainment properties before ending after the 1977 facilities fire.

• 2019

  Spectrum-repack channel move and brand restorationGeneration change

  Background

  The FCC-mandated spectrum repack required WOAY-TV to move from physical digital channel 50.

  Action taken

  The station moved its physical signal to channel 31 and resumed virtual channel 4 on October 19, 2019.

  Aftermath

  WOAY-TV restored the historically familiar “TV 4” branding.

  Source

• 2009

  Transition to digital and high-definition broadcastingGeneration change

  Background

  The station faced the federally required shutdown of analog television and modernized its technical infrastructure.

  Action taken

  WOAY-TV ended analog service on June 12, continued on digital channel 50, and upgraded its facilities for high-definition broadcasting.

  Aftermath

  The station temporarily dropped its “TV 4” on-air identity and used “WOAY Television” during its digital-channel period.

  Source

• 1977

  Rebuild after station fireStrategy

  Background

  A September 30 fire destroyed the station's main studio, control room, offices, and transmitter building.

  Action taken

  WOAY-TV resumed broadcasting within approximately two weeks and rebuilt its operations in the former wrestling arena.

  Aftermath

  The rebuilt facility became the station's continuing operational base.

  Source

• 1967

  Return to full-time ABC affiliationStrategy

  Background

  Management viewed ABC as a rapidly expanding national network and chose to end the station's primary CBS relationship.

  Action taken

  WOAY-TV became a full ABC affiliate on February 19, 1967, while briefly retaining selected CBS programs.

  Aftermath

  ABC became the station's long-term network affiliation and remains its current affiliation.

  Source

• 1959

  Change in primary network affiliationStrategy

  Background

  WOAY-TV operated with ABC as its principal affiliation after launch and maintained a secondary DuMont relationship until that network closed.

  Action taken

  The station made CBS its primary affiliation while retaining ABC programming on a secondary basis.

  Aftermath

  The CBS arrangement lasted until WOAY-TV returned to full-time ABC service in 1967.

  Source

1. 1WOAY-TVen.wikipedia.org
2. 2WOAY official websitewoay.com