WWLP-DT2

WWLP-DT2 is the second digital subchannel of WWLP, a television station serving Springfield, Holyoke, and surrounding communities in western Massachusetts. Branded as The CW Springfield, it carries programming from The CW through the network’s CW Plus operation and broadcasts in 720p high definition on virtual channel 22.2. Its cable distribution has included Comcast/Xfinity and Spectrum systems serving Hampden, Hampshire, and Franklin counties. The service developed from a cable-only WB affiliate known as WBQT. WBQT began operating in September 1998 through The WB 100+ service, a national distribution system intended to provide WB programming to smaller television markets without a conventional over-the-air affiliate. Because WBQT was cable-only, its call sign was a fictional identifier used for electronic program guides and ratings purposes rather than an FCC-recognized broadcast call sign. The service was initially branded Pioneer Valley’s WB 16 and was distributed on local cable systems, gradually replacing out-of-market WB signals as cable operators expanded its reach. When The WB and UPN announced their 2006 merger into The CW, the Springfield market faced uncertainty because it had few full-power television stations and no established broadcast CW affiliate. WBQT ultimately continued as the market’s CW service under The CW Plus. It began using Pioneer Valley CW branding when the new network launched in September 2006. A low-power facility associated with the market, later identified as WFXQ-CD, was considered during the transition and eventually became a full-time repeater of WWLP rather than the primary CW outlet. WWLP-DT2 itself signed on in 2007, initially carrying a weather-radar presentation. In 2010, it became an affiliate of TheCoolTV, a digital music-video network carried by several stations associated with LIN TV. That affiliation ended on July 15, 2013, after which the subchannel remained dark for approximately 20 months. A long-term affiliation renewal announced in December 2014 led Media General, then owner of WWLP, to place The CW on WWLP’s second digital subchannel and on the second digital subchannel of WFXQ-CD. This change brought the previously cable-exclusive WBQT/CW service to over-the-air viewers. On January 1, 2015, WWLP assumed promotional and advertising responsibilities previously handled by local cable providers. The service was relaunched as an over-the-air CW outlet, and its branding was changed from Pioneer Valley CW to The CW Springfield in April 2015. WWLP also added a 10 p.m. weekday newscast for the subchannel and repeated selected WWLP programming, including the weekday lifestyle program Mass Appeal. The station’s programming and identity therefore combine national CW entertainment with locally produced or repurposed content from WWLP. WWLP’s ownership history is relevant to the subchannel’s development. WWLP was founded by Springfield Television, later passed through Adams Communications, Brisette Broadcasting, Benedek Broadcasting, LIN TV, and Media General, and ultimately became part of Nexstar Media Group after Nexstar acquired Media General. WWLP’s Chicopee facility also functions as a Northeast master-control hub for Nexstar operations. WWLP-DT2 is not a separately incorporated or separately listed company; it is a broadcast-service brand and programming outlet operated through WWLP’s facilities and licenses.

WWLP-DT2 traces its service history to WBQT, a cable-only affiliate launched in September 1998 through The WB 100+ service. WBQT supplied WB programming to the Springfield–Holyoke market without operating as a conventional broadcast station. Its call sign was not an FCC-recognized facility identifier; it was used for electronic program guides and ratings records. The service was initially known on air as Pioneer Valley’s WB 16 and was distributed by cable operators. WBQT’s reach expanded after Comcast acquired AT&T Broadband systems in the Springfield area in 2001. By the early 2000s, it had replaced several out-of-market WB signals on local cable systems. This was important in a geographically challenging market in which viewers could receive stations from Hartford, Boston, and other nearby markets, but local network access depended heavily on cable distribution. In January 2006, The WB and UPN announced that they would cease operations and be replaced by The CW. Springfield’s CW affiliation was initially uncertain because the market had limited full-power television facilities and The CW generally preferred an over-the-air presence. WBQT ultimately continued under The CW Plus, a successor distribution model related to The WB 100+. The service adopted Pioneer Valley CW branding when The CW launched in September 2006. WWLP-DT2 signed on in 2007 as a digital subchannel of WWLP and initially carried a weather-radar feed. In 2010, it became an affiliate of TheCoolTV, a music-video network carried by stations connected with LIN TV. That programming ended on July 15, 2013, and the subchannel remained dark for roughly 20 months. In December 2014, Media General announced a renewed affiliation arrangement under which WWLP-DT2 and WFXQ-CD’s second digital subchannel would carry The CW. On January 1, 2015, WWLP took over the service’s promotional and advertising functions from local cable operators. The former cable-only CW outlet consequently gained an over-the-air distribution outlet through WWLP-DT2. In April 2015, the service was rebranded The CW Springfield. WWLP added a weekday 10 p.m. newscast and repeated selected local programming, including Mass Appeal. WWLP-DT2 operates within WWLP’s broader technical and corporate structure. WWLP’s studios and offices are in Chicopee, while its primary transmitter is on Provin Mountain in Agawam; the station also operates WFXQ-CD as a low-power repeater. WWLP’s facilities serve as a master-control hub for Nexstar’s Northeast operations. WWLP changed corporate ownership several times before becoming part of Media General and then Nexstar Media Group. The digital subchannel is therefore best understood as a television service and brand operated by WWLP, rather than as an independently owned station.

• 2016

  WWLP enters Nexstar’s corporate portfolio

  [1]WWLPen.wikipedia.org

  Nexstar announces its acquisition of Media General, ultimately changing the corporate ownership of WWLP-DT2’s parent station.

• 2015

  The CW Springfield launches over the air

  [1]WWLPen.wikipedia.org

  WWLP-DT2 begins carrying the CW service, assumes promotional and advertising duties, and adds a 10 p.m. newscast.

• 2014

  CW affiliation is assigned to WWLP’s second subchannel

  [1]WWLPen.wikipedia.org

  Media General announces an arrangement to give the former cable-only CW service an over-the-air outlet.

• 2013

  TheCoolTV is dropped

  [1]WWLPen.wikipedia.org

  The affiliation ends on July 15, after which WWLP-DT2 remains dark for approximately 20 months.

• 2010

  TheCoolTV affiliation begins

  [1]WWLPen.wikipedia.org

  WWLP-DT2 adds programming from the digital music-video network TheCoolTV.

• 2007

  WWLP-DT2 signs on

  [1]WWLPen.wikipedia.org

  The second digital subchannel initially carries a weather-radar presentation.

• 2006

  WBQT becomes part of The CW Plus

  [1]WWLPen.wikipedia.org

  Following the planned merger of The WB and UPN, WBQT continues as the market’s CW service and adopts Pioneer Valley CW branding.

• 1998

  WBQT launches as a cable-only WB 100+ affiliate

  [1]WWLPen.wikipedia.org

  The service begins distributing The WB programming to the Springfield–Holyoke market through cable systems.

A local over-the-air and cable-accessible CW service for the Springfield–Holyoke and Pioneer Valley market, combining national network programming with local promotion, advertising, news, and lifestyle content supplied by WWLP.

• Television network affiliate · 2015

  The CW Springfield

  The principal service of WWLP-DT2, carrying national programming from The CW through The CW Plus and presenting the outlet as the local CW destination for the Springfield–Holyoke and Pioneer Valley markets. The service also includes local promotional and advertising activity managed through WWLP.

• Digital broadcast subchannel · 2007

  WWLP-DT2 channel 22.2

  WWLP’s second digital subchannel, broadcasting The CW Springfield in 720p high definition. It provides an over-the-air distribution path for CW programming in addition to carriage on area cable systems.

• Local news programming · 2015

  The CW Springfield 10 p.m. newscast

  A weekday prime-time newscast introduced on the CW subchannel in 2015, extending WWLP’s local news operation to its digital CW outlet.

• Lifestyle programming · 2015

  Mass Appeal repeats

  Repurposed broadcasts of WWLP’s weekday lifestyle program, scheduled on the CW subchannel as part of its locally oriented programming mix.

• 2015

  Launch The CW Springfield brandingProduct launch

  Background

  WWLP assumed operational responsibility for the market’s former cable-only CW service.

  Action taken

  The outlet was branded The CW Springfield and integrated into WWLP-DT2’s broadcast and promotional operation.

  Aftermath

  The CW gained a visible over-the-air presence in the Springfield–Holyoke market, supported by WWLP local programming and news.

  Source

• 2014

  Move The CW service from cable-only distribution to WWLP-DT2Strategy

  Background

  The Springfield market’s CW service had historically been delivered through the cable-only WBQT/CW Plus operation, while The CW sought broader over-the-air distribution.

  Action taken

  Media General placed The CW on WWLP-DT2 and on the second digital subchannel of WFXQ-CD, with WWLP taking responsibility for promotion and advertising.

  Aftermath

  The service became available to antenna viewers, adopted The CW Springfield branding, and gained a local 10 p.m. newscast.

  Source

1. 1WWLPen.wikipedia.org
2. 2The CW Springfield category pagewwlp.com