Sunday, September 15, 2024
NORTHEAST WISCONSIN – WMBV began operation as an NBC outlet on Sept. 10, 1954, and the following spring raised its antenna from 526 to 825 feet — more than doubling its transmitting power.
“The opening of our new Green Bay studio and office building marks another substantial step in the growth of Channel 11 television,” Channel 11 President W.E. Walker told the Press-Gazette that spring.
“It brings us closer to the very large number of viewers and sponsors who have supported us during our first nine months on the air.
“By means of this studio we can present more Packerland personalities live on television, do a more comprehensive job of presenting news and special events from throughout our entire viewing area and produce new and better live programs.”
The rapid growth of the station gained the attention of the television industry nationwide and attracted top network programming.
“Most of the credit is due to the work of our general manager, Joseph D. Mackin, in cooperation with the National Broadcasting Company,” Walker added in 1955. “Even a casual analysis of many stations in markets much larger than Marinette and Green Bay will show that they are not carrying nearly as many top network shows after being on the air two or three years as is WMBV after only nine months. Mr. Machin’s work with national and network advertisers is largely responsible for the quality of programs now available on Channel 11.”
Enjoying continued growth, WMBV announced an expansion in September 1957, while marking its third year in operation.
A $400,000 expansion would increase both the area and population of its service area.
The expansion would also change the transmitter location from two miles north of Oconto to Scray’s Hill.
The estimated audience following the expansion was estimated at 1,600,000 in 1957.
But two of the Green Bay stations already operating in the Scray’s Hill area — WBAY and WFRV — were not without their concerns.
“Green Bay’s two television stations are opposing the petition of the M & M Broadcasting Co, operator of the station WMBV-TV, to move Channel 11 to this city from Marinette,” a Dec. 19, 1957, Marshfield News-Herald article stated.
“The application for the relocation is being supported, however, by the Chambers of Commerce at Marinette and Menominee.
The chambers had previously objected to the move but had withdrawn the object a week earlier.
Existing broadcasting companies argued whether the city could handle the existence of three television stations.
Supporters were pointing out the fact that viewers were already facing their antennae south toward Scray’s Hill.
The FCC set a Dec. 20 deadline for receiving input on the petition but delayed consideration until the following month.
To be continued
Many thanks to Dan Spangler, Jay Zollar and Juli Buehler of WLUK for their assistance in researching this article.
