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WIS, channel 10, is an NBC-affiliated television station located in Columbia, South Carolinamarker, owned by Raycom Media. WIS' studios are located on Bull Street in downtown Columbia, and its transmitter is located in Lugoff, South Carolinamarker.

WIS is also the Columbia home of the Sunday morning football highlights shows for the South Carolina State Universitymarker Bulldogs and the University of South Carolinamarker Gamecocks. WIS is also the home of Southeastern Conference football and basketball (which, in some cases, makes the station the home of the South Carolina Gamecocks). WIS-TV will retain the rights to broadcast these events even though Raycom has lost the right to broadcast them ESPN REGIONAL


WIS-TV started broadcasting on November 7, 1953. The station was originally owned by the Broadcasting Company of the South, a subsidiary of the Liberty Life Insurance Company, and was a sister station to WIS radio (560 AM, now WVOC). It was South Carolina's fourth television station and the third in Columbia, signing on just four months after WCOS-TV (channel 25) and two months after WNOK-TV, channel 67 (now WLTXmarker, channel 19). With WCOS going dark (television terminology for ceasing operations) in 1956, channel 10 became the third-longest continuously operating station in the state and the second-longest in Columbia (behind WCSC-TVmarker in Charlestonmarker).

WIS radio received the last new three-letter call sign in the U.S. on January 23, 1930, and the call sign was later shared with its television sibling. WIS was chosen to stand for "Wonderful Iodine State" because of the abundance of iodine in the South Carolina soil. It has always been an NBC affiliate, owing to its radio sister's long affiliation with NBC Radio. However, in the early years before channel 25 returned to the air as WCCA-TV (now WOLO-TVmarker), it was a secondary ABC affiliate, sharing ABC shows with WNOK.

WIS-TV was a major beneficiary of an exception to the Federal Communications Commission's "2 1/2 + 1" plan for allocating VHF television bandwidth. In the early days of broadcast television, there were twelve VHF channels available, and 69 UHF channels (later reduced). The VHF bands were more desirable because they carried a longer distance. Because there were only twelve VHF channels available, there were limitations as to how closely the stations could be spaced. After the FCC opened the UHF band in 1952, it devised a plan for allocating VHF licenses. Under this plan, almost all of the country would be able to receive two commercial VHF channels plus one noncommercial channel. Most of the rest of the country ("1/2") would be able to receive a third VHF channel. Other areas of the country would be designated as "UHF islands," since they were too close to larger cities for VHF service. The "2" networks became CBS and NBC, "+1" became PBS, and "1/2" became ABC, which, as the weakest network, usually wound up with the UHF allocation where no VHF was available.

However, Columbia was sandwiched between Charlottemarker to the north, Florencemarker and Charleston to the east, Augustamarker to the west and Savannah, Georgiamarker to the south. This created a huge "doughnut" in central South Carolina where there could be only one VHF license. WIS-TV was fortunate to gain that license, providing many people in that part of South Carolina with their first clear television reception. One of the country's most dominant television stations, it has been the far-and-away market leader for most of its history.

Channel 10 originally broadcast from a self-supporting tower atop its studios on Bull Street. In 1959, WIS-TV activated its tall tower in Lugoff. The tallest structure east of the Mississippi River at the time, it more than doubled the station's coverage area and provided at least secondary coverage of all but five of the state's 46 counties. It would remain the tallest structure in South Carolina until Florencemarker's WPDE-TVmarker activated its tower in 1981. The station's original tower is still used as a backup; it is longtime fixture of Columbia's skyline and is turned into a "Christmas tree of lights" during the holiday season.

For many years, WIS was one of two NBC affiliates that served the Florence/Myrtle Beachmarker market, since that market was one of the few areas on the East Coast without its own NBC affiliate. It was the NBC affiliate of record for the Pee Dee (Florence) side of the market while Wilmingtonmarker's WECTmarker was the affiliate of record for Myrtle Beach and the Grand Strand. However, most cable systems on the Myrtle Beach side of the market began carrying WIS alongside WECT sometime in the mid-1980s. After the SyndEx rules came into force in the early 1990s, WIS set up a "virtual station" for the Florence/Myrtle Beach market that aired separate syndicated programming for the area. It also began selling advertising in the market as well, mostly on the Pee Dee side. This ended when the market got its own NBC affiliate, WMBF-TVmarker, also owned by Raycom.

In 1963, the station's long running children's program, "Mr. Knozit," made its debut, hosted by weatherman Joe Pinner, who had joined the station a few months before. Four years later, the show would receive the Peabody Award for excellence in public service by way of children's programming. The show would run for 37 years, airing its final episode in 2000. Pinner, the station's best-known personality, remains at the station today; now semi-retired, he provides weather reports and feature segments on Friday's Midday newscast.

The current WIS News 10 set featuring former anchor Craig Melvin and Meteorologist Ben Tanner.
The Broadcasting Company of the South acquired several other television stations over the years. It was renamed Cosmos Broadcasting Corporation in 1965, with WIS radio and television as the flagship stations. Later in the decade, Liberty Life reorganized itself as The Liberty Corporation, with Liberty Life and Cosmos as subsidiaries. Cosmos sold WIS radio in 1986, but kept the WIS calls for channel 10. Liberty sold off its insurance businesses in 2000, bringing channel 10 directly under the Liberty Corporation banner.

In 1970, WIS-TV premiered "Awareness," a weekly public affairs program aimed towards the issues that concern the minority population of the Midlands, both socially and politically. The program is currently hosted by reporter, Brandi Cummings.

In 1991, after being known on-air as WIS-TV 10 for most of its history, the station began branding itself as simply WIS (though it was another year before it officially dropped the -TV suffix from its callsign). This is because it is located on channel 3, rather than 10, on most cable systems in the Midlands, and station management felt it would be a better way to brand the station. This lasted until 2003.

WIS-DT went on the air in February 2003 as the last of the "Big Three" commercial stations to go digital in the Columbia market. WLTX-DT was first, going on less than a year earlier in May 2002, and WOLO-DT went on later on in 2002.

On August 25, 2005, Liberty agreed to merge with Raycom Media of Montgomery, Alabamamarker. One of Raycom's stations at the time was Columbia's Fox affiliate, WACHmarker (channel 57). WIS had produced WACH's 10:00 p.m. newscast since its launch in 1996. Raycom could not keep both stations due to FCC rules which forbid common ownership of two of the four largest stations in the market. Raycom opted to keep WIS and sold WACH to Barrington Broadcasting. The news agreement between the two stations ended in March 2007; WACH now produces its own newscast independent of WIS.

In 2006, WIS built a new studio set in preparation to air its newscasts in High Definition, debuting the new set in January 2007.

WIS has won numerous awards for station quality and its news productions, including the Southeast Emmy Award for Best Newscast, the Edward R. Murrow award, and the South Carolina Broadcaster Association's "Best Station of the Year" designation several times. In August 2007, Craig Melvin was named "Anchor of the Year" by SCBA. The station is popular among Columbia viewers, as its personalities are named in the Best of the Media awards by the Columbia Free Times, and the station has been voted the "Best" by readers of "The State" newspaper several times.

News Operation

Channel 10 has led the news ratings in Columbia for as long as records have been kept. Its dominance was helped by the fact that it was and still is the only VHF station in the market -- in fact, until the arrival of cable television in the market in the late 1970s, channel 10 was one of only two stations that brought a clear picture to much of the outlying portions of the market (the other being one of the two South Carolina Educational Television stations serving the area).

Cosmos/Liberty made it a point to invest a large amount into its stations' news departments from the 1950s onward. This resulted in a higher-quality product than conventional wisdom would suggest for Columbia, which has always been a medium-sized market. The station took full advantage of its near-statewide coverage to establish a tradition for strong local news coverage that continues today.

Another factor behind WIS' long dominance has been talent continuity. Many of its personalities stayed at the station for 10 years or more. These staffers included news anchors Ed Carter and Susan Audé, who gained notoriety for her accomplishments as a reporter and anchor while being confined to a wheelchair (she was paralyzed as a result of an automobile accident). Carter and Audé co-anchored together on weeknights from 1982 until Carter's retirement in 1998; Audé later retired in 2006.

Nevertheless, channel 10 continues to enjoy a staff with remarkably long tenures, including Joe Pinner, Jack Kuenzie, Judi Gatson, Dawndy Mercer Plank and Rick Henry, some of whom have been figures at the station for decades. Another longtime staff member, David Stanton, who was recently released due to budget cuts, had received national exposure on numerous occasions, having hosted televised presidential debates from the University of South Carolinamarker.

In 1963, WIS moved its main newscast from 6 p.m. to 7 p.m., in hopes of taking advantage of The Huntley-Brinkley Report as a lead-in. It was one of only a few stations in the Eastern Time Zone to air a local newscast at 7 p.m. It added a 6 p.m. newscast in 1991 as part of increased Persian Gulf War coverage.

While WIS continues to dominate the television news scene, its dominance is not as absolute as it once was. In recent years, it has consistently lost the noon newscast to WLTX, and the early morning ratings crown has switched between the two stations multiple times.

Cable and Satellite Carriage outside the Columbia market

To the southwest, WIS-TV is carried as far as Aiken and the city of Augusta, Georgiamarker and to the northeast, it is carried as far as Wadesboro, North Carolinamarker. Despite the WIS carriage in Wadesboro, the Charlottemarker NBC affiliate, WCNC-TVmarker has a translator (W24AY) in nearby Lilesvillemarker that covers the Wadesboro area. WIS analog signal tended to be more reliable along the U.S. Highway 74 corridor between Wadesboro and Rockingham than the Lilesville translator. Until August 8th, 2008, WIS-TV was carried on cable in Rowland, North Carolinamarker and Laurinburg, North Carolinamarker (via Digital Cable) until WMBF-TVmarker signed on the air. WMBF is the new Florence-Myrtle Beach-Lumberton NBC affiliate. DirecTV customers in Scotland and Robeson counties in North Carolinamarker received WIS as the default NBC station instead of nearby WECT-TVmarker, the NBC affiliate out of Wilmington, North Carolinamarker. For a long time, WECT has served this area, especially Lumberton, North Carolinamarker. This will change on October 1st, 2008 when WMBF is on the DirecTV system. Bennettsville is one of the few towns in the Florence/Myrtle Beach/Lumberton market that did not drop WIS on Metrocast Cable (formerly Northland Cable). Just outside of the Florence-Myrtle Beach-Lumberton market, WIS is still on cable in many areas around South Carolinamarker such as Georgetown and Williamsburg counties.

Digital Television

The station's digital channel, formerly UHF 41, is multiplexed:Digital channels
Video Aspect Programming
10.1 1080i 16:9 Main WIS programming / NBC HD
10.2 480i 4:3 NBC Weather Plus

The national NBC Weather Plus feeds were discontinued by the network as of December 2008.

In 2009, WIS remained on channel 10 when the analog to digital conversion completed. However, some viewers could not pick up the signal for a week, because the station used its backup transmitter, which was not at full power. The new transmitter went online June 19.

News/Station Presentation

Newscast Titles

  • WIS-TV News: The xx:00 Report (1970s-1991)
  • WIS News: The xx:00 Report (1991-2003)
  • WIS News 10 (2003-present)

Station Slogans

  • WIS-TV 10, Proud as a Peacock! (1979-1981; localized version of NBC ad campaign)
  • Come Home to the Best, on WIS-TV 10 (1988-1989; localized version of NBC ad campaign)
  • The Spirit of Carolina (1991-2003)
  • Count on WIS News 10 (2003-present)


Current personalities

  • Brandi Cummings - Saturday Mornings/Reporter/Awareness
  • Judi Gatson - Weeknights 5, 6 & 11 PM/"Troubleshooter"
  • Kara Gormley - Weekday Mornings
  • Ben Hoover - Weeknights 6, 7 & 11 PM/Reporter
  • Hannah Horne - Weekday Noon/Reporter/Fill-in Anchor
  • Dawndy Mercer Plank - Weeknights 5 & 7 PM/Reporter/Newswatch
  • Stewart Moore - Weekday Mornings/Reporters
  • Susan Elizabeth Littlefield - Weekends 6 & 11PM/Reporter

  • Jack Kuenzie - Senior Reporter
  • Jordan Sandler - General Assignment
  • Taylor Kearns - General Assignment
  • Jackie Faye - General Assignment
  • Jillian Capobianco - General Assignment
  • Jody Barr - General Assignment
  • Steven Hooker - General Assignment
  • Darragh Copley - General Assignment

  • Brooks Garner - Weeknight Meteorologist 5, 6, 7, & 11PM
  • Ken Aucoin - Interim Weekend Meteorologist (Former Chief Meteorologist 1999-2007)
  • Joe Pinner - Friday Noon Weathercaster (also was host of "Mr. Knozit" 1963-2000)
  • Ben Tanner - Morning Meteorologist and Mon.-Thurs. Noon
  • Chrissy Kohler - Fill-in Weathercaster

  • Rick Henry - Sports Director/Weekday Anchor
  • Mandy Mitchell - Weekend Anchor/Reporter
  • Drew Stewart - Reporter/Producer/Fill-in Anchor

Notable alumni

  • Susan Audé
  • Charles Batson
  • Ed Carter
  • Sean Callebs (now at CNN)
  • Steve Caparotta
  • Chris Clackum (now at NBC News)
  • Joe Daggett
  • Dick Edwards
  • Jim Forrest
  • Gary Frick
  • Jim Gandy (now at WLTX)
  • Lou Green
  • Angie Goff (now at WUSAmarker)
  • Shanai Harris
  • Sagay Johnson (now at WWBT)
  • Joe Loy
  • Heather Hoopes Matthews
  • Craig Melvin (now at WRC-TVmarker)
  • Dan Maly
  • Trey Paul (now at WMBFmarker)
  • Joe Petty
  • Gary Pozsik
  • Mark Quinn (now at SCETV)
  • Diane Roberts
  • Malachi Rodgers (now at WESHmarker)
  • Dave Rogers
  • Alicia Roman (now at WISH-TVmarker)
  • Jeff Roper (Morning radio host at WTQR-FM, Winston-Salem)
  • Carolyn Sawyer
  • Brady Smith
  • Fred Steppe (now at WLTZmarker)
  • Alan Taylor
  • Faye Taylor
  • Dan Tordjman (now at WTKRmarker)
  • Don Upton
  • David Stanton
  • Jim Welch
  • Jennifer Wilson (now at Lexington medical Center
  • Brandon Lokits


External links

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