In Miami, viewers will soon be forced to figure out how to watch ABC programming via the DT2 multicast channel aligned with Sunbeam Television’s WSVN-7, as Berkshire Hathaway-controlled WPLG-10 will be shedding the network its been affiliated with for some 69 years.
Now, Atlanta TV viewers will soon need to discover a new way to watch CBS programming in the market.
In a brief announcement released midday Monday, Gray Media confirmed that as of August 16, WANF-46 in Atlanta — one of two flagship stations in the market — will cease its affiliation with the CBS Television Network and “thereafter operate as an independent TV station hyper-focused on the Atlanta market.”
That move would bring WANF-46, which was previously WGCL and branded as “CBS46” under Meredith Local Media ownership, into a new dynamic with sibling WPCH-TV “Peachtree TV,” an affiliate of The CW Network; and low-powered WKTB-CD, the market’s home for Telemundo programming.
And, as anticipated, Paramount Global’s owned-and-operated WUPA-69 will take on the CBS affiliation — a move that CBS News & Stations on Monday said is part of CBS’s “long-term strategic efforts to leverage the full power of the CBS stations portfolio and local assets across major markets in the U.S. in service of the public interest, delivering the highest-quality local news and culture-defining content to the seventh-largest DMA in the country with 2.8 million TV households.”
This signals the launch of a “CBS News Atlanta” operation, a challenge that was recently seen with the launch of “CBS News Detroit” for its WWJ-TV in that market.
CBS has owned and operated WUPA in the region, most recently as an independent station, since 1994. Come August 16, WUPA will be branded as “CBS Atlanta.”
“Launching our first owned CBS station in Atlanta is a milestone moment for us,” said Jennifer Mitchell, President of CBS Stations and CBS News and Stations Digital. “This expansion allows us to bring the full strength of CBS’ award-winning news, sports and entertainment programming directly to one of the most vibrant and influential markets in the country. With WUPA and the launch of the CBS News Atlanta streaming channel, we’re not just delivering content – we’re investing in the community, local journalism and ensuring Atlanta viewers receive the same trusted, high-quality journalism that defines CBS in every market we serve.”
The September 2022 call letter change to WANF and a rebranding of the station as “Atlanta News First” fueled speculation that an end to CBS affiliation could be in the station’s future. Indeed, as Gray Co-CEO Pat LaPlatney explained, “Since acquiring WANF and WPCH in December 2021, Gray has invested tens of millions of dollars to reinvigorate the stations and expand their capabilities. Three years ago, WANF adopted its current call sign to emphasize its new commitment to delivering Atlanta News First. This is not just a slogan, it’s the philosophy for the entire organization. The next chapter as an independent station allows WANF to deliver on that commitment more fully, and our experience and our research make us optimistic that viewers and advertisers will increasingly turn to WANF as a result.”
The station had gained CBS affiliation under call letters WGNX in 1994, under Tribune ownership. Until then, WAGA-5 was the market’s home for CBS and is today a FOX Broadcasting Stations O&O.
News of the WANF affiliation cessation came as CBS and Gray Media renewed the remaining 52 network affiliations it maintains.
Explaining what’s ahead for Atlanta News First, Gray Media said, “Going forward, WANF will leverage its successful local news operation, complete control of its daily program schedule, and the resources of the locally based Gray Media to better serve the local community with on-air and online content throughout the day that is more responsive to the growing Atlanta metropolis.”
“As residents of Atlanta along with our families, this company’s leadership and our corporate colleagues have been keenly focused on improving what we watch every day on WANF and its sister station, WPCH-TV,” said Gray’s Executive Chairman, Hilton Howell. “We are excited to now take WANF in a new direction that puts full control of the station’s offerings in local hands and that allows us to expand our investment in local news, weather and sports by, for and about the people who, like us, live in Greater Atlanta.”
Gray also said it anticipates making additional financial and other resource investments in WANF “to enable it to transition successfully to a strong independent local television station.”
The company also pointed to former network affiliates including its own KTVK-3 in Phoenix, branded as “Arizona’s Family,” as one example of “highly-rated independent stations that have flourished with a strong local news presence.”
WANF and WPCH GM Erik Schrader (pictured, top left) commented, “WANF Atlanta News First is an established, local brand that epitomizes Gray’s mission of delivering the trusted local news and information that matters most to our local viewers. Journalism is the heart of what we do across 113 markets. Today’s announcement allows us to expand on what we already do best, namely deliver high quality local news, sports, weather and other programming that our viewers deserve.”
Gray anticipates that, net of anticipated investments in the Atlanta operation, transitioning WANF as an independent station “will further the company’s efforts to reduce leverage, improve its balance sheet, and expand its financial flexibility.” As investors learned of the change for WANF that’s coming in two months, Gray Media shares fell by 1.4% to $3.9035 in midday trading on the NYSE.
Meanwhile, CBS will launch a multi-media awareness campaign for Atlanta viewers this summer “to ensure that the communities WUPA serves are well informed about the news and sports offerings and how to access them.”
