In February 2024, Diamond Sports Group’s bankruptcy restructuring process came with a shiny silver lining for free over-the-air TV: In Milwaukee, play-by-play coverage for the NBA’s Milwaukee Bucks arrived at an over-the-air station for the first time in 17 years.
Now, Morgan Murphy Media is stepping up its coverage of the Bucks in two other Wisconsin markets, bring a full season full of games to viewers.
Viewers in Madison and the La Crosse-Eau Claire DMAs will be able to enjoy both select pre-season broadcasts and all 2026-27 regular season broadcasts via digital multicast channels tied to MMM properties.
In Madison, Bucks games will air on WISC-3.2.
In La Crosse-Eau Claire, games will air on WKBT-8.2.
The new full-season availability will include 80 games over the course of the season; additional Bucks-related programming and local station initiatives will be announced soon by each station.
MMM is offering the coverage in the two markets through a partnership with rightsholder Good Karma Brands, which is partnering with the Bucks to help operate and grow the team’s new local video business, leading the development of the statewide affiliate network, distribution, operations, and advertising sales. T
he expanded partnership with Morgan Murphy Media is an important part of that effort, bringing full-season Bucks basketball to more fans across Wisconsin through free, over-the-air television.
“We are thrilled once again to bring Bucks basketball to viewers at no cost,” said Brian Burns, President and Chief Executive Officer of Morgan Murphy Media. “It’s exciting to see major sports organizations continue to recognize the value of reaching fans on free, over-the-air platforms. We know this will build on the passionate Bucks fan base across our communities and deliver even more opportunities for fans to connect with the team all season long.”
For Greg Scalzo, Vice President and Market Manager of Good Karma Brands, “Our role is to help bring together great partners like Morgan Murphy Media to create more ways for fans across the state to connect with the Bucks and make their games more accessible than ever.”
