WSAW-TV

WSAW-TV is a full-power television station serving Wausau and the wider Central Wisconsin market. Broadcasting on virtual channel 7, the station is primarily affiliated with CBS and also carries programming from MyNetworkTV, MeTV, and The CW Plus on digital subchannels. It is owned by Gray Media and operates alongside low-power Fox affiliate WZAW-LD. The stations share facilities on Grand Avenue along U.S. 51 in Wausau, while WSAW-TV's main transmitter is located on Rib Mountain. The station began broadcasting on October 24, 1954, under the call sign WSAU-TV. Its original ownership combined the WSAU radio interests with Wisconsin Valley Television Corporation, a consortium connected with North-Central Wisconsin newspapers, including the Wausau Daily Record-Herald. The station initially operated from the Plumer Mansion, a distinctive Richardsonian Romanesque building on North Fifth Street. The building's medieval appearance and an on-site suit of armor helped inspire a blackletter-style number-seven logo and the station mascot Sir Seven, a fully armored knight who became a long-running part of the station's identity. WSAU-TV was a CBS affiliate from its launch, but it also carried secondary programming from DuMont, ABC, and NBC at different points in its early history. Those additional affiliations ended as other stations entered the regional market, including WAOW in 1965 and WAEO, now WJFW-TV, in 1966. Wisconsin Valley expanded into other media properties and adopted the name Forward Communications in 1967. After Forward sold the WSAU radio stations in 1980, channel 7 changed its call sign to WSAW-TV on March 8, 1981, allowing the radio operation to retain the WSAU identity. WSAW expanded its digital offering in the multichannel era. MyNetworkTV was added to a second digital subchannel in 2006, and the station later became part of a broader Gray Media operation that included WZAW-LD, a low-power Fox affiliate created to replace WFXS-DT. WZAW was established in 2015 after Gray acquired the non-license assets of WFXS and ownership restrictions prevented a direct common-ownership arrangement involving the full-power station. WSAW subsequently introduced a prime-time news program for the Fox outlet, creating a new local-news competitor in the 9 p.m. time period. The station completed the federally mandated transition from analog to digital broadcasting in 2009, ending its analog VHF channel 7 transmission with a sign-off featuring Sir Seven. Its digital signal later moved to VHF channel 7. In April 2011, WSAW became the first station in its market to present local newscasts in high definition, accompanying the transition with updated graphics, a redesigned news set, and a computer-generated return of Sir Seven. WSAW upgraded its studio facilities in 2015, introducing separate sets for WSAW and WZAW. In 2021, Gray announced its acquisition of Quincy Media's television and radio properties. Because Quincy-owned WAOW also served the Wausau market, regulatory requirements led to the divestiture of WAOW and related Wisconsin stations to Allen Media Group. WSAW added The CW to a digital subchannel on August 2, 2021. Today, the station produces more than 22 hours of local news each week and extends its Northwoods coverage through a digital fill-in translator serving the Sayner and Eagle River area.

WSAW-TV began operations on October 24, 1954, as WSAU-TV, a Wausau television station associated with WSAU radio and Wisconsin Valley Television Corporation. The ownership group brought together radio interests and North-Central Wisconsin newspaper publishers, including the Wausau Daily Record-Herald. The station's first home was the Plumer Mansion, a prominent Richardsonian Romanesque building on North Fifth Street. Its castle-like design and a suit of armor displayed inside the building influenced the station's early visual identity: graphic designer Sid Kyler created a medieval blackletter number-seven logo and the armored mascot Sir Seven. CBS was the station's principal affiliation from the beginning. During its early years, WSAU-TV also carried selected programming from DuMont, ABC, and NBC. These secondary affiliations declined as additional full-service stations entered the regional market. ABC programming ended after WAOW began broadcasting in 1965, while NBC programming ended after WAEO, now WJFW-TV, launched in 1966. The station moved from the Plumer Mansion to its present Wausau facility in 1971; the mansion was demolished the following year. Wisconsin Valley Television Corporation broadened its media interests during the 1960s. It acquired WMTV in Madison and WKAU in Kaukauna, and in 1965 purchased KVTV in Sioux City, Iowa. With operations extending outside Wisconsin, the company adopted the Forward Communications name in January 1967. Forward sold the WSAU radio stations in 1980. Because the radio operation retained the WSAU call letters, the television station promptly sought a new, similar call sign. WSAW-TV became effective on March 8, 1981. The station continued as a CBS affiliate while adapting to the expansion of digital broadcasting. On September 5, 2006, MyNetworkTV was added to a second digital subchannel. WSAW ended its analog broadcast on February 17, 2009, at 11:55 p.m., using a sign-off message featuring Sir Seven. Although the nationwide analog shutdown date was later moved to June 12, the station proceeded on the original transition date. Its digital transmission moved from pre-transition UHF channel 40 to VHF channel 7, corresponding to its historic analog channel. A major technical and presentation change came on April 2, 2011, when WSAW became the first station in the Wausau market to broadcast local news in high definition. The transition included a new news set and revised graphics, while Sir Seven returned in a newly computer-generated form. The station later became closely linked with WZAW-LD, a low-power Fox affiliate created during a 2015 ownership and licensing restructuring. Gray acquired the non-license assets of WFXS-DT, the incumbent Fox outlet, but federal ownership restrictions required the Fox service to move to a newly established low-power station. WFXS ceased broadcasting after the transition, and its programming streams and virtual-channel arrangement were transferred to WZAW-LD. WSAW began producing WZAW News at 9 in August 2015, giving the Fox outlet a local prime-time newscast and adding competition to another 9 p.m. news program in the market. In October 2015, the station moved into an upgraded studio operation after a project lasting several months. The facility included separate production sets for WSAW and WZAW, and the WZAW simulcast carried on a WSAW digital subchannel was eventually upgraded to high definition. Gray announced in February 2021 that it would acquire Quincy Media's radio and television holdings. Since Quincy-owned WAOW also operated in the Wausau market, the transaction required a divestiture designed to satisfy Federal Communications Commission ownership rules. Allen Media Group agreed to acquire WAOW and related Wisconsin stations. On August 2, 2021, WSAW added The CW to its digital offerings. The station also operates W21DS-D, a digital fill-in translator based near Sayner that extends service toward Eagle River and parts of the western Upper Peninsula of Michigan. WSAW currently produces more than 22 hours of locally originated news per week, combining its CBS service with digital multicast operations and regional coverage.

1. 2021The CW added to the digital lineup

   WSAW adds The CW to a digital subchannel on August 2.

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2. 2015WZAW-LD replaces WFXS as the market's Fox outlet

   A low-power station is established after Gray acquires WFXS-related non-license assets and ownership rules require a different licensing structure.

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3. 2015New WSAW and WZAW studio opens

   The stations begin using an upgraded studio facility with separate sets for their respective news operations.

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4. 2011Local news moves to high definition

   WSAW introduces HD local newscasts, updated graphics, a redesigned set, and a CGI version of Sir Seven.

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5. 2009Analog transmission ends

   WSAW completes its digital transition and relocates its digital signal to VHF channel 7.

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6. 2006MyNetworkTV added

   MyNetworkTV launches on the station's second digital subchannel.

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7. 1981Call sign changes to WSAW-TV

   The television station adopts the WSAW-TV call sign on March 8 after Forward sells the WSAU radio properties.

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8. 1967Forward Communications name adopted

   Wisconsin Valley Television Corporation changes its name after expanding its media holdings beyond Wisconsin.

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9. 1965Wisconsin Valley expands beyond Wisconsin

   The station's corporate owner acquires KVTV in Sioux City, Iowa, contributing to the later adoption of the Forward Communications name.

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10. 1954WSAU-TV launches

    The station begins broadcasting from Wausau on October 24 as WSAU-TV, with CBS as its principal network affiliation.

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A locally focused network-affiliated television broadcaster emphasizing news, weather, sports, community coverage, and broad over-the-air access across Central and Northwoods Wisconsin.

• WSAW CBS serviceNetwork-affiliated television1954

  The station's primary service carries CBS network programming alongside WSAW's locally produced news, weather, public-affairs, and community programming. Its over-the-air identity is built around virtual channel 7 and coverage from the Rib Mountain transmitter.

• WSAW digital multicast servicesDigital television2006

  WSAW uses digital subchannels to distribute additional network and syndicated programming, including MyNetworkTV, MeTV, and The CW Plus. The digital platform broadens the station's programming range beyond its CBS primary channel.

• Local news operationTelevision news1954

  WSAW produces more than 22 hours of local newscasts each week, including weekday and weekend broadcasts. The operation focuses on Central Wisconsin and Northwoods news, weather, sports, traffic, and community reporting.

• Northwoods translator serviceBroadcast distribution

  Digital fill-in translator W21DS-D operates from the Sayner area and helps extend WSAW's service toward Eagle River, Vilas County, and limited portions of Michigan's western Upper Peninsula.

• 2015WZAW News at 9 launch

  Wausau · Central Wisconsin

  WSAW introduced a prime-time newscast for its newly established Fox affiliate, WZAW-LD, extending its local-news offering into the 9 p.m. period.

  Outcome. The launch created an additional local newscast and direct competition in the market's prime-time news slot.

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• 2011Sir Seven HD identity relaunch

  Wausau · Central Wisconsin

  The move to high-definition local news was accompanied by refreshed graphics, a redesigned news set, and the return of the long-associated Sir Seven mascot in computer-generated form.

  Outcome. The station linked a technical upgrade to a recognizable local brand asset and a refreshed on-air presentation.

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• 2021Participate in the Gray-Quincy market restructuringM&A

  Gray announced the purchase of Quincy Media's broadcast properties, but Quincy-owned WAOW also served the Wausau market.

  What changed. WAOW and related Wisconsin stations were divested to Allen Media Group to address FCC ownership requirements.

  Aftermath. WSAW remained part of Gray's Wausau operations and later added The CW to its digital lineup.

  Announced Gray purchase price. $925 million (Announced February 1, 2021)

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• 2015Create WZAW-LD after the WFXS transitionM&A

  Gray acquired the non-license assets of WFXS-DT, but FCC ownership restrictions affected the structure of a direct market transaction.

  What changed. A new low-power station, WZAW-LD, was established to carry Fox programming, while WFXS ceased broadcasting.

  Aftermath. WSAW and WZAW operated together from shared facilities, with WSAW adding local news for the Fox service.

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• 2009Complete the analog-to-digital transitionGeneration change

  U.S. full-power television stations were transitioning from analog to digital transmission under federal requirements.

  What changed. WSAW ended its analog VHF channel 7 broadcast and moved its digital signal to channel 7.

  Aftermath. The station became an all-digital broadcaster while retaining its historic channel identity.

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• 2006Add MyNetworkTV to a digital subchannelProduct launch

  Digital broadcasting created additional capacity for network and syndicated services.

  What changed. WSAW placed MyNetworkTV on its second digital subchannel.

  Aftermath. The station expanded its over-the-air programming portfolio beyond CBS.

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• 1981Adopt the WSAW-TV call signStrategy

  Forward Communications sold the WSAU radio properties, which retained the WSAU call letters.

  What changed. The television station changed its call sign from WSAU-TV to WSAW-TV on March 8, preserving a similar local identity while separating it from the radio operation.

  Aftermath. WSAW-TV became the station's continuing broadcast identity.

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• 2021Gray announces acquisition of Quincy Media properties

  Gray announces a transaction for Quincy Media's radio and television properties. Because Quincy also owned WAOW in the same market, the relevant station assets were later divested to Allen Media Group to address ownership requirements.

  M&ARegulation
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• 2021WSAW adds The CW to its digital lineup

  The station adds The CW to a digital subchannel, further expanding its multicast network offering.

  Product launch
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• 2015Gray establishes WZAW-LD as the market's Fox outlet

  Gray acquires non-license assets associated with WFXS-DT and establishes low-power station WZAW-LD to carry Fox programming in the Wausau market.

  M&ARegulationProduct launch
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• 2015WSAW launches WZAW News at 9

  WSAW begins a prime-time local newscast on the newly established Fox outlet, adding a 9 p.m. news competitor to the Wausau market.

  Product launchCampaign
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• 2011WSAW launches high-definition local news

  WSAW becomes the first station in its market to broadcast locally produced newscasts in high definition and updates its graphics, studio, and Sir Seven mascot.

  Product launch
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• 2009WSAW completes its digital transition

  WSAW ends analog broadcasting and transitions its digital signal to VHF channel 7, marking the station's move into all-digital transmission.

  Regulation
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• 2006WSAW adds MyNetworkTV to a digital subchannel

  The station expands its digital programming lineup by adding MyNetworkTV on a second digital subchannel.

  Product launch
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• 1981Channel 7 adopts the WSAW-TV call sign

  Following the sale of the WSAU radio properties, the television station changes its call sign from WSAU-TV to WSAW-TV while remaining a CBS affiliate.

  Other
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• 1954WSAW-TV begins broadcasting in Wausau

  The station launches as WSAU-TV, initially operating from the Plumer Mansion and carrying CBS programming as its primary network affiliation.

  Other
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1. WSAW-TV
2. WSAW-TV official website