Star 64: A Broadcast Odyssey in Cincinnati
Tracing the evolution of Cincinnati's iconic television station, from subscription TV pioneer to NextGen broadcast innovator.
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Station Overview
Cincinnati's MyNetworkTV Hub
WSTR-TV, widely recognized by its branding "Star 64," is a prominent television station serving the Cincinnati, Ohio, metropolitan area. Operating on virtual channel 64, it is the local affiliate for MyNetworkTV, delivering a diverse range of programming to its audience. The station's physical digital channel is 18 (UHF).
Ownership and Operation
Currently, WSTR-TV is owned by Deerfield Media. However, its day-to-day operations, including advertising sales and various support services, are managed by Sinclair Broadcast Group through a local marketing agreement (LMA). This arrangement places WSTR-TV in a unique operational relationship with Sinclair's other Cincinnati station, WKRC-TV (channel 12), a dual CBS/CW affiliate.
NextGen TV Pioneer
WSTR-TV stands at the forefront of broadcast technology in Cincinnati as one of the market's two ATSC 3.0 (NextGen TV) transmitters. This advanced broadcasting standard allows WSTR-TV to host the 3.0 signals for several major commercial stations in the market, while its own ATSC 1.0 subchannels are reciprocally carried by these partner stations, ensuring broad accessibility for viewers.
A Rich Broadcast History
The WBTI Era: Hybrid Beginnings (1980-1985)
WSTR-TV first commenced broadcasting on January 28, 1980, under the call sign WBTI. It launched with an innovative, albeit challenging, hybrid model. During daytime hours, it functioned as an advertiser-supported independent station, primarily featuring classic reruns. In the late evenings, its signal was scrambled for "ON TV," a subscription television (STV) service offering movies, sports, and live events to paying subscribers equipped with a decoder. This early venture into STV faced increasing competition from the burgeoning cable television market.
The WIII Transition and Financial Turmoil (1985-1990)
Following the demise of ON TV, WBTI relaunched as WIII, "The Eyes of Cincinnati," on January 1, 1985, returning to a full-time general-entertainment independent format. However, this period was marked by significant financial instability. By April 1986, the station faced near closure due to mounting debts to program suppliers, leading to a Chapter 11 bankruptcy filing. A protracted legal battle ensued between its owners, United Cable and other partners, further exacerbating its financial woes and forcing the station to exit several programming contracts.
After multiple attempts to sell the station, United Cable eventually regained full control and immediately resold it to a new consortium. This marked a turning point, as the station began to stabilize, improving its ratings and reducing program costs.
The Birth of Star 64 (1990-Present)
In November 1989, WIII was acquired by Cincinnati TV 64 Limited Partnership, led by Andrew Banks and Royce Yudkoff, forming ABRY Communications. Under this new ownership, significant investments were made in acquiring stronger syndicated programming, including more recent sitcoms and improved movies, alongside equipment upgrades. On September 15, 1990, the station underwent a complete overhaul, changing its call sign to WSTR-TV and adopting the iconic "Star 64" branding. A year later, in 1991, WSTR-TV dramatically increased its transmitter power from one to five million watts, relocating to the newly constructed Star Tower in Cincinnati's College Hill neighborhood, solidifying its presence in the market.
Network Affiliations
From Independent to UPN and The WB
After its initial years as an independent station, WSTR-TV became a charter affiliate of the United Paramount Network (UPN) on January 16, 1995. This marked its entry into network programming. In 1996, Sinclair Communications (now Sinclair Broadcast Group) acquired WSTR-TV. A year later, in July 1997, Sinclair entered into an affiliation agreement with The WB, leading WSTR-TV to switch its affiliation and begin broadcasting WB programming in January 1998. This move saw the former low-power WB outlet, WBQC-LP, take on the UPN affiliation.
The MyNetworkTV Era
The broadcast landscape shifted dramatically in January 2006 with the announcement of the effective merger of The WB and UPN into a new network, The CW. In response, the Fox Television Stations group, which owned many UPN affiliates not chosen for The CW, created MyNetworkTV. Sinclair Broadcast Group quickly signed an affiliation agreement with MyNetworkTV, including WSTR-TV, two months before The CW secured its Cincinnati affiliate (which would launch on a WKRC-TV subchannel). WSTR-TV debuted MyNetworkTV programming on September 5, 2006. By 2009, WSTR-TV revitalized its "Star 64" brand, dropping the generic "My" branding while retaining the network's visual style.
Operational Structure
Deerfield Media and Sinclair
In 2012, as part of Sinclair Broadcast Group's acquisition of WKRC-TV, the license for WSTR-TV was assigned to Deerfield Media. This strategic move allowed Sinclair to complete the WKRC-TV acquisition while maintaining operational control over WSTR-TV through a local marketing agreement (LMA). Under this LMA, Sinclair manages WSTR-TV's advertising sales and provides essential technical, promotional, and support services, effectively integrating WSTR-TV into Sinclair's Cincinnati market operations alongside WKRC-TV.
Shared Facilities
WSTR-TV and its sister station, WKRC-TV, share modern studio facilities located on Highland Avenue in the Mount Auburn section of Cincinnati. This co-location streamlines operations and facilitates collaboration between the two stations. Furthermore, WSTR-TV's transmitter, the prominent Star Tower, is strategically situated in the city's College Hill neighborhood, ensuring optimal signal reach across the Cincinnati metropolitan area.
Programming Highlights
Local Newscasts
WSTR-TV has a history of providing local news content to its viewers. In December 2003, the station launched a 10 p.m. newscast, initially utilizing Sinclair's "News Central" hybrid format, which combined local anchors with national segments produced from Sinclair's headquarters. This format evolved, and by August 2006, WKRC-TV began producing a dedicated 10 p.m. newscast for WSTR-TV. After a brief hiatus where the newscast moved to WKRC-TV's CW subchannel, local news from WKRC-TV was fully restored to WSTR-TV in January 2014, including the 10 p.m. newscast and expanded morning news coverage with hours of Good Morning Cincinnati at 7 a.m. (and 8 a.m. starting in 2015).
Sports Coverage
From 2016 to 2022, WSTR-TV served as the official television home for FC Cincinnati, broadcasting all matches not selected for national television coverage. This provided local soccer fans with extensive access to their team's games. However, with Major League Soccer's new 10-year broadcast deal with Apple, local television rights agreements for MLS matches concluded after the 2022 season, shifting future FC Cincinnati broadcasts to the Apple platform.
Technical Evolution
Analog to Digital Transition
WSTR-TV ceased regular programming on its analog signal, which operated on UHF channel 64, on February 17, 2009. This date coincided with the originally scheduled nationwide digital television transition in the United States. The station then fully transitioned to digital broadcasting, enhancing signal quality and opening avenues for multiple subchannels.
ATSC 1.0 Subchannels
In the ATSC 1.0 broadcasting standard, WSTR-TV's channels are carried on the multiplexed signals of other Cincinnati television stations through reciprocal agreements. This ensures that Star 64's programming remains widely accessible to viewers using traditional digital tuners.
ATSC 3.0: NextGen TV
On September 14, 2021, WSTR-TV became Cincinnati's primary host station for ATSC 3.0, also known as NextGen TV. This advanced standard offers enhanced picture and sound quality, interactive features, and improved emergency alerts. As the host, WSTR-TV broadcasts the ATSC 3.0 signals for several other commercial stations in the market, while its own programming is simultaneously carried on their ATSC 1.0 signals, demonstrating a collaborative approach to modern broadcasting.
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Important Notice
This page was generated by an Artificial Intelligence and is intended for informational and educational purposes only. The content is based on a snapshot of publicly available data from Wikipedia and may not be entirely accurate, complete, or up-to-date.
This is not professional broadcast or media advice. The information provided on this website is not a substitute for consulting official FCC records, broadcast engineering specifications, or seeking advice from qualified media professionals. Always refer to official documentation and consult with experts for specific technical or operational needs in the broadcasting industry. Never disregard professional advice because of something you have read on this website.
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