WCAU

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For broadcast stations that previously used the WCAU call sign, see WCAU (disambiguation)

WCAU
Philadelphia, Pennsylvania
Branding	NBC10
Slogan	Turn To NBC10
Channels	10 (VHF) analog, 67 (UHF) digital
Affiliations	NBC (since 1995)
Owner	NBC-Universal
Founded	May 23, 1948
Call letters meaning	None. It was sequentially assigned by the federal government to the AM sister station. [1]
Former affiliations	CBS (1948-95)
Transmitter Power	191 kW/354 m (analog) 560 kW/377 m (digital)
Website	www.nbc10.com

WCAU, channel 10, is the NBC owned-and-operated television station serving the Philadelphia, Pennsylvania market, with studios on the border between Philadelphia and Bala Cynwyd, and transmitter in the Roxborough neighborhood. Its signal covers the Delaware Valley area including Philadelphia, parts of central and southern New Jersey, and Delaware.

Contents 1 History 1.1 As a CBS station 1.2 The switch from CBS to NBC 1.3 As an NBC-owned station 1.4 Logos and idents 2 News operation 2.1 Local programs and newscasts 3 Key Personalities 4 External links

[edit] History

[edit] As a CBS station

In 1945, the Philadelphia Evening Bulletin secured a construction permit for WPEN-TV, named after the Bulletin's radio stations, WPEN (950 kHz.) and WPEN-FM (98.1 MHz., later WCAU-FM and now WOGL).

However, the picture changed dramatically in 1946, when The Philadelphia Record folded. The Bulletin inherited the Record's "goodwill," along with the rights to buy WCAU radio (1210 kHz., now WPHT) and the original WCAU-FM (at 102.9 MHz.) from their longtime owners, brothers Ike and Leon Levy. The Bulletin sold off the less-powerful WPEN and WCAU-FM, with the latter being renamed WPEN-FM (it is now WMGK). The Bulletin kept its FM station, renaming it WCAU-FM to match its new AM sister. The newspaper also kept its construction permit for channel 10, renaming it WCAU-TV.

WCAU-TV went on the air on May 23, 1948 as Philadelphia's third television station. It was able to secure an affiliation with CBS due to the influence of the Levy brothers, who continued to work for the newspaper as consultants. WCAU radio had been one of CBS' original 16 affiliates when the network premiered in 1927. A year later, the Levy brothers persuaded their brother-in-law, William Paley, to buy the struggling network. The Levy brothers had been shareholders and directors at CBS for many years. Under these circumstances, it was a foregone conclusion that WCAU-TV would take the CBS television affiliation from WFIL-TV (channel 6, now WPVI-TV).

Channel 10 was originally located at 1622 Chestnut Street in Center City along with its radio sisters. (The building now houses The Art Institute.) In 1952, the WCAU stations moved to a new facility in the Main Line suburb of Bala Cynwyd. The studio, located on Monument Road at City Line Avenue, was a state-of-the-art television center, and the first building in America constructed specifically for broadcasting. Channel 10 is still headquartered there today. In 1957, WCAU-TV moved from its original tower atop the PSFS building in Center City to a new 1200-foot tower in Roxborough, which added most of Delaware, the Jersey Shore and the Lehigh Valley to its city-grade coverage.

The Bulletin bought CBS affiliate WGBI-TV (channel 22) in Scranton in 1957, changing the calls of that station to WDAU-TV (it is now WYOU). Soon after, the Federal Communications Commission told the Bulletin that it couldn't keep both stations due to a large signal overlap which constituted a duopoly under FCC rules of the time. The Bulletin could not afford to get a waiver to keep both stations, so it opted to keep the smaller WDAU-TV and sell the WCAU stations to CBS. Ironically, CBS had to seek a waiver to buy the WCAU stations, as the signals of both WCAU radio and channel 10 overlapped with those of WCBS radio and WCBS-TV in New York City. (In the case of the radio outlets, both were clear channel stations; the FCC at the time usually did not allow common ownership of clear channel stations with overlapping nighttime coverage areas.) The FCC readily granted the waiver, and CBS took control in 1958.

For a 21-year period (1965 to 1986), WCAU-TV was the only network-owned station in Philadelphia. As such, it was the only station in the city that did not heavily pre-empt network programming. The only significant exception occurred during the 1960s and 1970s, when channel 10 pre-empted an hour of Saturday morning cartoons in favor of the locally-produced children's program, The Gene London Show, which ended in 1977. During its run, the pre-empted hour of cartoons were aired on Sunday mornings instead.

[edit] The switch from CBS to NBC

In 1994, CBS entered into a long-term affiliaton agreement with Westinghouse (Group W) Broadcasting, the owners of Philadelphia's longtime NBC affiliate, KYW-TV (channel 3). Westinghouse converted three of its stations, KYW-TV among them, into CBS affiliates. KYW-TV had been a very distant third in the Philadelphia ratings for more than a decade, while WCAU was a solid runner-up to WPVI. Nonetheless, CBS decided to affiliate with channel three and sell channel 10, ending a 47-year relationship (including 37 years of ownership) with the station.

NBC and New World Communications then emerged as the leading bidders for WCAU. NBC's motivation was obvious -- though they were losing KYW-TV, the network also saw a chance to get an owned-and-operated station in Philadelphia, the largest market where it didn't own a television station. Meanwhile, New World had recently partnered with Fox and planned on turning WCAU into a Fox affiliate, as it was doing with most of its other stations. New World found the opportunity to win its new partner a VHF station in the nation's fourth-largest market too much to resist.

Even before CBS put WCAU on the market, rumors abounded that Fox was about to lose its original Philadelphia affiliate, Viacom/Paramount-owned WTXF-TV (channel 29), to the new United Paramount Network. Fox announced, and later cancelled its plans to buy WGBS-TV (channel 57, now WPSG) and entered the WCAU bidding in case New World's bid fell through. Fox and New World each had different plans for the station, but either way WCAU would have retained its status as the "home" station of the Philadelphia Eagles. The station had carried most Eagles games since CBS won rights to National Football League games in 1956, but CBS had recently lost the rights to the National Football Conference (where the Eagles played) to Fox. In the end, Viacom/Paramount opted to sell WTXF to Fox and buy WGBS, leaving NBC as the de-facto buyer of channel 10.

[edit] As an NBC-owned station

On September 10, 1995, KYW-TV and WCAU-TV swapped network affiliations, part of a more complex affiliation/ownership deal involving NBC and a new Group W/CBS partnership. CBS traded its full ownership of WCAU for a minority share of KYW-TV, while NBC-owned stations in Denver and Salt Lake City became CBS stations, with Group W assuming majority ownership. This portion of the deal was necessary because NBC's purchase of WCAU left it one station over the FCC's ownership limit of the time. NBC and Group W/CBS also traded broadcasting facilities in Miami. Group W's parent, the Westinghouse Electric Corporation, purchased CBS in 1996, making CBS's Philadelphia radio stations sisters to WCAU-AM/WPHT's longtime rival, KYW radio.

NBC had wanted to own a station in Philadelphia for many years. It briefly succeeded in 1956, when it used extortion to force Westinghouse into exchanging channel three (then called WPTZ-TV) and KYW radio for NBC's Cleveland stations, WTAM-AM-FM and WNBK television. However, the FCC and the U.S. Justice Department forced the reversal of the swap in 1965. (See KYW (AM) or KYW-TV for further details.) Ironically, CBS cited NBC's then-ownership of WRCV-TV and WRCA-TV in New York City in its successful effort to obtain an FCC waiver, clearing the way for CBS to purchase channel 10 in 1958.

Although the radio stations had dropped the WCAU calls some years before, NBC dropped the -TV suffix from channel 10's callsign soon after it assumed control.

[edit] Logos and idents

WCAU-TV's logo, used from 1973 until the 1995 sale to NBC. This ident was used from 1973 to 1983.	WCAU-TV ident, 1983-84	WCAU-TV ident, 1985-86	WCAU-TV ident, 1986-91
WCAU-TV ident, 1991-93	WCAU-TV ident, 1993-95	WCAU-TV's last ident under CBS ownership, used from January to September 1995	WCAU-TV's NBC 10 logo, used since 1995; former sister station WJAR-TV in Providence also used this logo
WCAU-TV ident, 1995-97	WCAU-TV ident, 1997-2000	WCAU-TV ident, 2000-05

[edit] News operation

WCAU's news operation was the ratings leader in Philadelphia for most of the time from the 1950s through the 1960s. Charles Shaw, who had worked with Edward R. Murrow as a CBS correspondent in London during World War II, was the station's news director from 1948 until he left the station in the early 1960s. John Facenda, who later gained fame as the voice of NFL Films, was the station's main anchorman from shortly after it signed on until 1973.

WCAU remained unchallenged until the 1960s, when KYW-TV passed it. The station remained a strong second until the 1970s, when WPVI passed it. WCAU struggled through the late 1970s while most of its CBS sisters dominated the ratings, but has since recovered and has been runner-up to longtime leader WPVI for over a quarter century. WCAU did manage to pass WPVI in the 5 p.m. time slot for a time in the early 1980s with its original "Live at 5," anchored by Larry Kane and Deborah Knapp (now at KENS-TV in San Antonio). In 2001, WCAU made national news when its 11 pm news (anchored by Larry Mendte and Renee Chenault-Fattah) knocked WPVI from the top slot for the first time in decades. Since 2003, after Mendte was hired away by KYW-TV, WCAU has had to fend off a spirited challenge from a resurgent KYW for second place in the Philadelphia ratings.

Shortly after CBS agreed to sell the station to NBC, WCAU dropped its longtime moniker of Channel 10 News in favor of NewsCenter 10. After the sale closed, NBC changed the newscast name to News 10. It became NBC10 News in 2000.

WCAU used music based on "Channel 2 News," written for WBBM-TV in Chicago (the de facto official music for CBS' owned-and-operated stations) and variations on it from 1982 to shortly after NBC bought the station. It used the original 1975 version from 1982 to 1985, a synthesized version written by a local composer during the 1985-86 season, and the Palmer News Package from 1986 to 1995. Ironically, KYW-TV has used variants on this theme in recent years.

However, in the past few years the newscasts have been becoming what some media watchers call "tabloid television"; adopting a newscast with some of the same features as many Fox affiliates. Critics say that such newscasts incorporate flashy graphics with sensationalistic stories, some with little or no local relevance. Additionally, the station places great emphasis on weather and has a very dramatic presentation, which to some observers almost borders on self parody.

Chris Blackman, the current news director, took over the job from the well-liked Steve Schiwald, who got the station to come closer to WPVI than it ever had in a long time. Blackman does not seem to have the favor among this employees as his predecessor - the fact that his name was used alongside a picture of The Grinch during a Christmas newscast seems to support this (other staffers were simply pictured among objects such as holly).

By the beginning of next year the evening newscasts are expected to be overhawled. Tracy Davidson anchors a consumer related program called "All That and More". Vince DeMentri will take over the current Live at 5 timeslot with an issues-oriented show. The 6pm newscast will be anchored solo by Tim Lake. The 11pm newscast will be anchored solo by Renee Chenault-Fattah.

[edit] Local programs and newscasts

Main article: WCAU local programs

[edit] Key Personalities

Main article: WCAU news team

[edit] External links

• WCAU website
• WCAU Wireless
• City Declares 'Bill Baldini Day' To Honor Reporter's 40 Years
• WCAU: A History Of Firsts
• Broadcast Pioneers of Philadelphia
• WCAU-TV Alumni

• Query the FCC's TV station database for WCAU