WSLS-TV

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WSLS-TV
Roanoke / Lynchburg, Virginia
Branding	NewsChannel 10
Slogan	On Your Side
Channels	10 (VHF) analog, 30 (UHF) digital
Affiliations	NBC
Owner	Media General
Founded	December 11, 1952
Call letters meaning	Shenandoah Life Station (reference to original owner)
Former affiliations	ABC (secondary: 1952-55) CBS (secondary: 1952-53)
Website	www.wsls.com/

WSLS-TV is the NBC network affiliate serving the Roanoke/Lynchburg, Virginia television market. The station is licensed to Roanoke. It transmits its analog signal with 316,000 watts of video power on VHF channel 10, and its digital signal on UHF channel 30 using a microwave link KIL-45 on 7.0623 GHz. It is owned by Media General. Previously, a translator station W02AE was employed. WSLS' transmitter is located on Poor Mountain in Roanoke County, Virginia.

Contents 1 History 1.1 1979 unionization 2 Controversy 3 Firsts 4 Current News Personalities 5 Former News Personalities 6 Former Weather Personalities 7 Former Sports Personalities 8 Newscasts 9 News Music Themes 10 Newscast Titles 11 Image Campaigns/Slogans (Incomplete) 12 Station Logos 13 Weather Broadcast Images 14 News Set Images 15 Personalities Through the Years 16 Test Patterns 17 References 18 External links

[edit] History

WSLS first signed on the air on December 11, 1952. It is the oldest surviving station in Virginia west of Richmond. The station was owned by the Shenandoah Life Insurance Company along with WSLS radio (610 AM, now WVBE; and 99.1 FM, now WSLQ).

The station originally carried programming from all three major networks--NBC, CBS and ABC. It lost CBS when WLVA-TV (channel 13, now WSET-TV) signed on from Lynchburg in 1953; the two stations shared ABC until WDBJ-TV (channel 7) signed on and took the CBS affiliation in 1955. By the late 1950s, WSLS-TV had fallen to second place behind WDBJ.

In 1969, the WSLS stations were purchased for $7.5 million by Roy H. Park of Ithaca, New York. The all time high staff number of 120 began to be reduced to around 50 for “budgetary reasons.” However, the station fell further behind WDBJ in the ratings, in part because WDBJ had a larger news department. Park had to sell off the radio stations in 1972 due to FCC restrictions on cross-ownership.

When WSET modernized its news department in 1977, WSLS quickly responded by opening a Lynchburg bureau. Still, viewership problems worsened when WSET attained the number 2 spot in the late 70s. It didn't help matters that the station's on-air look was somewhat primitive; videotape was reused very often, and the station's transmitter had not been significantly upgraded since sign-on (aside from converting to color from black-and-white).

By the late 80s, staff numbers rebounded to 75, and viewership began to increase. By 1987, WSLS had regained the runner-up position and has remained there ever since.

In 1989, the station debuted “First News at 5:30.” The program was solo-anchored by John Carlin and included live feature segments from a field reporter. It was the first drive-time newscast in the market. First News didn't catch on with viewers at first, but the ratings took off when it moved to 5 pm in 1992. This prompted WDBJ to launch a 5 pm newscast of its own in 1993. For a year, WSLS trounced WDBJ at 5 pm--the first time that WSLS had beaten WSLS in any timeslot in decades. However, as WDBJ built an audience, it overtook WSLS for the lead at 5 pm. “First News” remained at 5pm on WSLS until September 21, 1998, when it moved back to 5:30. Yet another shift came in February of 2002 when the 5:30 newscast was once again moved back to 5:00. In August of 2004, WSLS added a 5:30 newscast to the existing 5:00 and 6:00 pm newscasts, creating the first 90 minute evening news block in the market.

In 1992, WSLS launched “The Spirit of Virginia” campaign. The centerpiece of the campaign was a music video-style commercial that featured WSLS news anchors interacting with the community as a country music themed “Spirit of Virginia” song played in the background. The commercial ended with an unidentified man singing and playing a guitar on a mountaintop. The unidentified man was presumed to be the person singing the “Spirit of Virginia” theme, but was actually a janitor at the station. The actual “Spirit of Virginia” theme was composed by a commercial music company and included a customized news music theme, which the station used during its newscasts. During the “Spirit of Virginia” period, the station subscribed to a more “down home” news philosophy that included more features and a stronger emphasis on soft, community oriented news.

WSLS dropped “The Spirit of Virginia” song and news music in September of 1995. That fall, the station revamped the look and focus of the station, shedding the “down home” philosophy in favor of a more hard-news approach. “The Spirit of Virginia” slogan was retained for several years afterward, but the phrase “Leading the Way” was added to various promotional efforts.

In 1996, WSLS was approached by the owners of Roanoke’s Fox affiliate, WFXR, on the topic of a “news sharing agreement.” The deal would allow WSLS to produce a 10:00 pm newscast for WFXR. WFXR originally attempted to form a news partnership with WDBJ, but a deal was never formed. “The Fox 10:00 News” with Frances Scott and John Carlin premiered on October 28, 1996.

A new chapter in the life of WSLS began on January 1, 1997, when Media General acquired Park Communications and became the station’s new owner. Changes began immediately as Media General executives charted a new course for WSLS. A new look and philosophy for WSLS was adopted from a successful model at WFLA-TV, Media General’s flagship station in Tampa, Florida. The launch of the new Media General version of WSLS began during the week of April 7-13, 1997, as the station aired commercials stating: “On April 14, Channel 10 will go off the air forever.” WSLS re-launched itself as “News Channel 10,” during the 5pm newscast on April 14, 1997.

While the new “News Channel 10” maintained “The Spirit of Virginia” as its slogan, a new campaign called “10 Listens” was launched. Viewers were encouraged to set up a “10 Listens Community Forum.” The idea was to give viewers a chance to speak directly to WSLS news anchors and management about concerns facing their community. The forums yielded exclusive story ideas for WSLS and gave the station a chance to improve its image within the market. A combination of factors caused the station to eventually abandon the forum concept.

The launch of “News Channel 10” coincided with the debut of “Storm Team 10.” Media General’s idea for the “Storm Team” was to give weather a stronger emphasis in the larger news product. It was also believed that a “team” concept would make WDBJ's Chief Meteorologist Robin Reed look like a solo-act and thereby less credible. Under the “team” concept, no one weather anchor was to be more important than the other. The title of “chief meteorologist” was dropped and multiple weather anchors would often be seen presenting forecasts during the same newscast.

Media General made a significant investment in resources after purchasing WSLS. The first major investment was the purchase of a Satellite News Gathering (SNG) Truck in 1997. Prior to 1997, WSLS was forced to rent or borrow equipment from other stations for Satellite live shots.

Media General also began the process of renovating the WSLS studios in downtown Roanoke. The original WSLS building housed Shenandoah Life and the WSLS radio stations. Shenandoah Life had moved out in 1969 and the radio stations followed in 1972, but the building retained its original setup and many spaces were not being used. Plans were drawn up and the building was renovated in stages beginning in 1999. The renovation moved the station’s news department to a larger newsroom on the first floor adjacent to the news studio, while the old newsroom space on the second floor was remodeled for other uses by the station.

While improvements were being made by Media General, trouble behind the scenes prevented WSLS from making traction in the Roanoke/Lynchburg television ratings. The late 1990’s saw a continuous change of management, which led to competing philosophies and general unrest among employees. In 1998, longtime morning news anchor Dave Mellon was fired and replaced by current evening co-anchor, Karen McNew. Evening Meteorologist Chuck Bell was dismissed later in the year as longtime Sports Director Greg Roberts resigned. In 2000, popular evening co-anchor Barbara Gibbs was also dismissed for reasons that were never specified. The departures generated a great deal of negative publicity for the station.

Until 2005, WSLS also operated Roanoke's i network outlet WPXR-TV; its relationship was discontinued after Paxson dissolved all contracts with stations outside the Paxson family.

Today, WSLS' newscasts regularly finish second to WDBJ's in most timeslots, except for a few where WSET pushes it into third.

[edit] 1979 unionization

In 1979, disgruntled employees felt the need to unionize with the BRAC (Brotherhood of Railway, Airline and Steamship Clerks, Freight Handlers, Express and Station Employees) after the removal of profit sharing plans, medical coverage, personal holidays, and cumulative sick leave. This reflected the first unionization of a television station in Virginia. At the time, 46% of the employees made minimum wage or less, while interns were unpaid. Only one individual made over $10,000 annually. By comparison, the other television stations paid their employees an average wage 30-40% higher, with more benefits. Though the accusations of low morale are unquantifiable and perhaps biased, company policy against socializing with other members of the local media was unpopular with some members of the station.

The feud between employees and management got to the point that long distance telephone calls (inevitably to the union) were prohibited; only management was allowed to post material on the bulletin board, and an armed guard had to be hired. Inevitably, through union negotiations, the situation between employees and management did improve. Former co-anchor Ed McIntyre quipped, “They’re trying to run a Cadillac operation on a Honda budget. They just don’t have the equipment or the people.”

[edit] Controversy

WSLS was the home of talented but troubled meteorologist Marc Lamarre from 1998-2006. In December 2005, both Lamarre and fellow meteorologist Jamey Singleton seemingly disappeared from view, while a cavalcade of temporary personalities (WSNV-FM host Larry Dowdy, free lancer Josh Marthers, and eventual WSLS hire Patrick McKee) filled in for weeks. Though both returned to the station, Lamarre again disappeared in February 2006. At the same time, local rumors swirled about a drug overdose, and possible death of Lamarre. After some outcry and much speculation, the public officially became aware of his heroin dependency issue through a series of releases by station administration. Though Lamarre has completed rehabilitation, he will not return to the station. It is not clear whether or not any criminal charges will be filed over Lamarre himself. Fellow meteorologist Jamey Singleton also publicly admitted to using heroin, but remained for a time at the station after successfully avoiding further substance abuse. In November 2006, Lamarre's heroin dealer was sentenced to 30 months in prison; Lamarre testified against him.

On 16 November 2006 Jamey Singleton was terminated after a nude photo of him surfaced on Myspace. Singleton had the picture removed within an hour of its surfacing, however several copies were e-mailed to associates at the station. According to a station press release, the picture violated a morals clause in Singleton's contract. [1] [2]

[edit] Firsts

• Southwest Virginia's First Television Station
• First Full Color Broadcast in Roanoke
• First with Remote Broadcast in Roanoke
• First to Use Video Tape in Roanoke
• First to “Feed Network” (distribute live, locally produced programming that aired over the entire NBC network)

[edit] Current News Personalities

• John Appicello - Sports Director
• Juliet Bickford - Morning, Noon Anchor/Consumer Watch Reporter
• Johanna Calfee - Weather Anchor
• John Carlin - 5pm, 6pm, 10pm, 11pm Co-Anchor/Managing Editor
• Britt Conway - Reporter
• Jeremy Crider - Reporter
• Bob Denton - Political Analyst
• Rosa Duarte - New River Valley Reporter
• Denise Eck - Reporter
• Natalie Faunce - 10pm Co-Anchor
• Jeff Haniewich - Meteorologist
• Angela Hatcher - Reporter
• Dawn Jefferies - Weekend Anchor/Reporter
• Scott Leamon - Reporter
• Patrick McKee - Meteorologist
• Karen McNew - 5pm, 5:30pm, 6pm, 11pm Co-Anchor/Health Team 10 Reporter
• Aimee Norton - Lynchburg/Southside Reporter
• Ashley Roberts - New River Valley Reporter
• Ros Runner - Chief Meteorologist
• Jay Warren - 5:30 Co-Anchor/Political Reporter
• Chris Whitley - Weekend Sports Anchor

[edit] Former News Personalities

• Terry Leedom - anchor (1960s)
• Ted Stone - anchor (1970s, now Satellite Feed Coordinator and Special Projects Editor for WDBJ-TV)
• Ed McIntyre – co-anchor (late 1970s)
• Gayle Converse – co-anchor (late 70s)
• Mike Fuller – (late 1980s)
• Mark Chambers – (late 1980s)
• L. A. Mollinary – co-anchor
• Sean Hennessey - Reporter (1980s, now at WHDH-TV)
• David Schifter - Reporter (late 1980s, now a casting director based in Wilmington, North Carolina)
• Greta Evans - "Datebook" Host, "Reaching Out" Host and Public Affairs Director (1990s, died February 22, 2004)
• Monica Shuman – 6 and 11pm co-anchor (1984-1989)
• Mary Jo McClelland – 6 and 11pm co-anchor (1989-1991)
• Kalley King – 5, 6, and 11pm co-anchor (1991-1994)
• Lee Ann Necessary - 5, 6, and 11pm co-anchor (1995-1997), returned as 6 and 11pm co-anchor (2001-2003)
• Andrew Colton - Reporter (early 1990s, now at KTLK-FM)
• Helene Kramer - Weekend Anchor/Reporter (late 1980s-1992, now at Louisville Metro Police Department)
• Nola Woods - Weekend Anchor/Reporter (1992-1995)
• Vicki Damico - "Spirit of Virginia" Reporter (1993)
• Peter Cook - Weekend Anchor/Reporter (1995-1996)
• Dave Mellon - Morning Anchor (1980s-1998)
• Terry Tucker - Weekend/Morning Weather (1991-1997)
• Barbara Gibbs – 6 and 11pm co-anchor (1998-2000, now at WTVD-TV)
• Julie Bragg - Weekend Anchor/Health Team 10 Reporter (1996-1998) and 5:30 co-anchor/Health Team 10 Reporter (1998-1999) now at WTVR-TV
• Kelly Stern - New River Valley Reporter (1995-1997)
• Tracy McKinney - Reporter (1995-1997)
• Ed Reams - New River Bureau Chief (1992-1993, now News Director at WHSV-TV)
• Kris Lloyd - Reporter (1995-1998)
• Ted Oberg - Reporter (1996-1998, now at KTRK-TV)
• Jamie Holmes - Reporter (1996-1998, now at WPTV-TV)
• Scott Bryan - Reporter (1996-1998)
• Tiffany Bradbury - Entertainment Reporter (1997-2003, now Roanoke Fire/EMS Education Information Specialist)
• Ann Hillenbrand - Reporter (1997-1999)
• Sade Baderinwa - Reporter (1997-1999, now at WABC-TV)
• Samara Sodos - Reporter (1998-2000, now at WFLA-TV)
• Mary Frances Bragiel - Reporter (1998-2001, now at WBBM-AM)
• David Tate - NRV Reporter (1998-1999)
• Shae Crisson - Anchor/Reporter (1999-2001, now at WTVD-TV)
• Rebecca Stewart - Morning Anchor/Reporter (1999-2003, now at WTIC-TV)
• Jamie Muro - Reporter and Sports Anchor, now at WTNH-TV)
• Dawn Pellas - Reporter (1999-2003, now at WFTS-TV)
• Erin Barnhart - Reporter (2000-2003)
• Alicia Dean - Reporter (2000-2005, now PIO for Roanoke City Police Department as Aisha Johnson)
• Robin Lindner - NRV Reporter (2000-2004)
• John Adams - Reporter (2001-2004)
• Heidi Coy - Reporter (2001-2005)
• Karen Reese - Bedford/Lynchburg Reporter (2002)
• Tim Gehret - Danville Reporter (2002-2005)
• Dan Reany - Lynchburg Reporter (2003-2005, now at CBN)
• Melissa Martin - Reporter (2003-2006, now at WCNC-TV)
• Kerry McQuone - Reporter (2003-2005)
• Tameika Hawkins - Reporter (2004-2005)
• Frances Scott - Reporter (1995) Weekend Anchor (1996) 10pm co-anchor (1996-1999)
• Jennifer Waddell - 10pm co-anchor (1999-2005 now at KGUN-TV)

[edit] Former Weather Personalities

• Marty Hall - weather (late 1960s)
• Jane Gardner - weather (mid 1970s) (whoever was anchor also presented the weather)
• Bobby Knight – weather (1970s-1980s)
• Stan Sweet – weather (late 1980s)
• Jon Cash – weather (to 1989, now at WAVY-TV)
• Lisa Fenderson - weekend weather (late 1980s-1991)
• Cindy Farmer - weather (mid 80's-1990, now at WGHP-TV)
• Dave Parker - weather (1990-1992)
• Bill Meck – chief meteorologist (1992 to 1995, now at WLEX-TV)
• Chuck Bell - chief meteorologist (1995-1998, now at WRC-TV)
• Sean Sublette – weekend and morning meteorologist (1995-2003, now at WSET-TV)
• Marc Lamarre - meteorologist (1998-2006)
• Jamey Singleton - meteorologist (1998-2006)

[edit] Former Sports Personalities

• Bill Walker - Sports (late 1960s)
• Greg Roberts – Sports Director (1987-1998)
• Pat Frizzell - Weekend Sports Anchor (Early 1990s)
• Justin Ditmore – Weekend Sports Anchor (1992-1998) and Sports Director (1998-2006)
• Darren Triplett - Sports Reporter (late 1990s)
• Tom Booth - Sports Reporter (1998-2000)
• Eric Haubert - Weekend Sports Anchor (1999-2000, now at WNWO-TV)
• J.J. Davis - Weekend Sports Anchor (2000-2001, now at KPTM-TV)
• Jeanette Leftwich - Weekend Sports Anchor (2001-2005)
• Gary Cope - Sports Reporter (1999)

[edit] Newscasts

In 1964

"TV 10 Eyewitness News"

6:00 PM Weekday

"News Sports Beat"

11:00 PM Weekday

In 1975

“TV 10 Action News”

7:25 AM Weekday

8:25 AM Weekday

12:30 PM Weekday

6:00 PM

11:00 PM

2:00 AM Signoff Report

In 2005

5:30 AM M-F “NewsChannel 10 Early Today”

6:00 AM M-F “NewsChannel 10 Today”

6:30 AM M-F “NewsChannel 10 Today”

12:00 PM M-F “NewsChannel 10 at Noon”

5:00 PM M-F “NewsChannel 10 at 5”

5:30 PM M-F “NewsChannel 10 at 5:30”

6:00 PM “NewsChannel 10 at 6:00”

10:00 PM "The Fox 21 27 10:00 News"

11:00 PM “NewsChannel 10 at 11:00”

[edit] News Music Themes

• Hello News - 1988-1989
• Real News - 1989-1992
• The Spirit of Virginia - 1992-1995
• Signature - 1995-1997
• Counterpoint - 1997-2003
• News Matrix - 2003-2006
• Media General Station Group Package - 2006-Present

[edit] Newscast Titles

• 1964 - Eyewitness News
• 1969 - The Six O'Clock News
• 1970s and 1980s - Action News 10
• 1985 - 1988 - Eyewitness News 10
• 1988 to 1997 - Channel 10 News
• 1997 to Present - News Channel 10

[edit] Image Campaigns/Slogans (Incomplete)

• 1980s - "Roanoke's First Television Station"
• 1985 - "The Switch is On To...WSLS"
• 1989 - 1991 "Where the News Comes First"
• 1992 - 2003 - "The Spirit of Virginia"
• 2003 - present - "On Your Side"

[edit] Station Logos

Logo possibly used during the 1950s.	Logo possibly used during the 1960s.	Logo used during 1964	Logo used during the late 1960s
Logo used during most of the 1970s	Logo used during the 1980s	"Mountain 10" Logo used from 1989 to 1995. The "10" logo is still in use today.	"Spirit of Virginia" Image Campaign used throughout the Early 1990s
Logo used from 1995 to 1997.	Logo used from 1997 to 2003 after being purchased by Media General.	Current logo, 2003-present.

[edit] Weather Broadcast Images

1950s-era Weather Presenter

1960s-era Weather Presenter

Former Meteorologist Chuck Bell in 1996

Former Meteorologist Marc Lamarre in 2000 during a snow event

[edit] News Set Images

WSLS News Set in 1975

The Appearance of the WSLS Set in 2005. This is taken from the same angle as the 1975 photograph.

[edit] Personalities Through the Years

WSLS News Team in 1969

WSLS News Team in 1975 (unidentified talent)

WSLS News Team in 1987

[edit] Test Patterns

WSLS Original Test Pattern from the early 1950s

WSLS Test Pattern from 1993

[edit] References

• p26 May/June 1975 issue of the Roanoker Magazine
• "Channel 10's Decade of Decline" p18 Holiday 1979 issue of the Roanoker Magazine
• "Lights, Camera, News!" p32 March/April 1980 issue of the Roanoker Magazine
• "Roanoke Media Comparison" p19 February 1988 issue of the Roanoke Magazine
• Page C-4, Roanoke Times & World-News on Thursday, April 27, 1978

[edit] External links

• WSLS.com
• RabbitEars.Info: Roanoke-Lynchburg Stations
• Query the FCC's TV station database for WSLS

Broadcast television in the Roanoke market  (Nielsen DMA #68)
WDRG 2 (IND) - WDBJ 7 (CBS) (My Network TV on DT2 "7Too") - W08CW 8 (PBS) - WSLS 10 (NBC) - WSET 13 (ABC) - WBRA 15 (PBS) - WTLU 19 (IND) - WWCW 21 (FOX) (The CW on DT2) - WDRL 24 (Ind) - WFXR 27 (FOX) - WPXR 38 (i) - WRKV 43 (IND) - W49AP 49 (TBN)

NBC Network Affiliates in the state of Virginia
WCYB 5 (Bristol) - WAVY 10 (Norfolk) - WSLS 10 (Roanoke / Lynchburg) - WWBT 12 (Richmond) - WVIR 29 (Charlottesville)
See also: ABC, CBS, CW, Fox, MyNetworkTV, PBS, and Other stations in Virginia