WBRZ Baton Rouge: A History of News Leadership and Programming
WBRZ has long served as a cornerstone of broadcasting in Baton Rouge, Louisiana. As an ABC affiliate, the station has navigated decades of evolving media landscapes, shifting from a dominant early market leader to a modern news operation utilizing high-definition technology and digital subchannels to reach its audience.
Key Facts
- Award-Winning Journalism: Three-time recipient of the Alfred I. duPont–Columbia University Award.
- HD Pioneer: The second station in Baton Rouge and fourth in Louisiana to broadcast newscasts in high definition.
- Expanded Reach: Operates a digital subchannel, WBRZ Plus, to provide extended prime-time news.
- News Volume: Produces six hours of news every weekday.
News Operation and Evolution
For much of its early history, WBRZ was the ratings leader in Baton Rouge. This dominance was bolstered by its position on channel 2—the VHF (Very High Frequency) band—and strong ties to local newspapers The Morning Advocate and The State-Times. However, the mid-to-late 1990s brought a period of decline as veteran anchors and Ed Buggs, the first African-American anchor in Baton Rouge, departed during several format changes. This shift allowed CBS affiliate WAFB to take the lead in local news ratings.
The station has undergone several branding transformations to stay competitive. In 2004, it replaced its long-standing "On Your Side" slogan with "Balanced. Fair. Accurate." Today, the station identifies as News 2 with the slogan "News You Can Turn To," though it still utilizes "On Your Side" for specific interest stories.
Technological Milestones
WBRZ has consistently invested in its production quality. On July 29, 2007, the station upgraded its set and theme, launching high-definition broadcasts for its morning show, 2une In, and its noon, 4, 5, 6, and 10 p.m. newscasts. Further upgrades occurred on November 17, 2014, with a state-of-the-art set introduced for the 5 p.m. news, while continuing to use the "Extreme" theme by Stephen Arnold Music until 2016.
Current Programming Schedule
The station maintains a rigorous daily news schedule. Weekdays feature two hours of morning news via 2une In, a noon broadcast, and half-hour slots at 4, 5, 6, and 10 p.m. Weekend coverage includes a 9 a.m. morning news segment, prime-time news at 6 and 10 p.m., and the Sunday Journal on Sunday mornings.
In January 2018, WBRZ rebranded its 2.2 subchannel as WBRZ Plus. This allowed the station to extend its 6 and 10 p.m. newscasts to a full hour; the first 30 minutes air on the main channel, while the full hour is available on the subchannel. Since June 2021, WBRZ Plus has also integrated programming from VSiN.
Journalistic Achievements
WBRZ is recognized for high-impact investigative journalism. In 2023, the station received the Alfred I. duPont–Columbia University Award—often regarded as the broadcast equivalent of the Pulitzer Prize—for its reporting on the Louisiana State Police cover-up regarding the 2019 death of Ronald Greene. This marked the third time the station has earned this prestigious honor.
Programming Preemptions and Deferrals
Throughout its history, WBRZ has occasionally opted not to air network content due to local concerns or scheduling conflicts. In 1993, the station joined roughly 50 other ABC affiliates in initially withholding the pilot episode of NYPD Blue following local protests, though it eventually aired the episodes. Similarly, in November 2004, WBRZ declined to air the uncut broadcast of Saving Private Ryan on Veterans Day.
The station also demonstrates flexibility during crises, such as its collaboration with New Orleans ABC affiliate WGNO (channel 26) to provide comprehensive coverage during Hurricane Katrina. Additionally, due to its long-standing noon newscast, WBRZ airs GMA: The Third Hour (and previously The Chew and All My Children) on a delayed basis.
| Category | Details |
|---|---|
| Main Slogan | News You Can Turn To |
| Weekday News Total | 6 Hours |
| Subchannel | WBRZ Plus (2.2) |
| Major Award | Alfred I. duPont–Columbia University Award (3x) |
| Morning Show | 2une In |
Notable Former On-Air Staff
- Sharon Weston Broome
- Kip Holden
- Margaret Orr
- Dallas Raines (Chief Meteorologist)
- Jay Young (News Anchor)
Frequently Asked Questions
What is WBRZ Plus?
WBRZ Plus is the station's 2.2 subchannel, rebranded in 2018 to expand prime-time news offerings and incorporate VSiN programming.
How many Alfred I. duPont Awards has WBRZ won?
WBRZ has received the award three times, most recently in 2023 for its investigation into the Louisiana State Police.
Why does WBRZ air some ABC programs on a delay?
Certain programs, such as GMA: The Third Hour, are aired on a one-to-three day delay to accommodate the station's long-standing noon newscast.
When did WBRZ transition to high-definition news?
The station began broadcasting its morning and evening newscasts in high definition on July 29, 2007.
Who was the first African-American anchor in Baton Rouge?
Ed Buggs was the first African-American anchor in Baton Rouge and served as a veteran anchor at WBRZ before leaving in the mid-to-late 1990s.