WSFA History: From Airport Radio to Regional Television Powerhouse
The story of WSFA is a reflection of the evolution of American broadcasting, beginning with a small radio operation at an airport and growing into a dominant television presence in Alabama. The station's call letters, SFA, serve as an acronym for "South's Finest Airport," a nod to its humble origins.
The Radio Roots and the Rise of a Legend
The journey began in 1930 when Gordon Persons, who would later serve as the Governor of Alabama, established a radio station at the Montgomery Regional Airport (known today as the Gunter Annex of Maxwell Air Force Base). While it was only the fourth station in the state, it held the distinction of being the first in the city of Montgomery.
During the 1940s, WSFA radio became a cultural landmark, most notably for launching the career of country music icon Hank Williams, a native of nearby Georgiana.
[ไม่มีภาพประกอบ]Transition to Television
By the mid-1950s, television began to dominate the media landscape. Gordon Persons secured a construction permit for Montgomery's second television station on VHF channel 12 (Very High Frequency, a band of the radio spectrum used for television broadcasting). Originally, this allocation was intended for WCOV-TV, the city's first station. However, due to transmitter delays, WCOV moved to UHF channel 20, leaving channel 12 open for Persons.
In 1954, Persons constructed a state-of-the-art facility on Delano Avenue to house both radio and television operations. WSFA-TV officially began broadcasting on December 25, 1954. Because of the radio station's long-standing relationship with NBC, the television station has remained Montgomery's NBC affiliate throughout its entire history.
Ownership Shifts and Corporate Evolution
The ownership of the station changed rapidly in the following years. In February 1955, Persons sold WSFA-AM-TV to the Oklahoma Publishing Company, owned by the Gaylord family. By 1956, the radio and television entities split; the radio station was sold, moved downtown, and rebranded as WHHY (and later WLWI).
In 1959, the television station was acquired by the Broadcasting Company of the South, a subsidiary of Liberty Life Insurance Company. This entity later became Cosmos Broadcasting Corporation in 1965, eventually falling under the umbrella of the Liberty Corporation.
For decades, WSFA remained the only VHF station in the area. This changed in 1985 when Selma-based WAKA (channel 8) established a transmitter between Selma and Montgomery, improving its local coverage and replacing WCOV as the CBS affiliate. In 1986, the station officially dropped the "-TV" suffix from its name.
The Raycom and Gray Television Eras
After Liberty Corporation exited the insurance business in 2002, the station came directly under the Liberty banner before merging with Raycom Media in 2006. Because Raycom was headquartered in Montgomery, WSFA served as the company's flagship station, later sharing that status with Charlotte's WBTV after Raycom acquired Lincoln Financial Media's stations in 2008.
A major shift occurred on June 25, 2018, when Atlanta-based Gray Television announced a $3.6 billion merger with Raycom Media. The deal was finalized on January 2, 2019.
More recently, on September 17, 2024, Gray and the New Orleans Pelicans partnered to create the Gulf Coast Sports & Entertainment Network, bringing Pelicans games to Gray's Gulf South stations, including WSFA. Furthermore, on May 1, 2026, Gray Media acquired WCOV-TV and WIYC (channel 48), creating a legal triopoly in the market.
Key Facts
- Call Sign Meaning: SFA stands for "South's Finest Airport."
- Founder: Established by Gordon Persons in 1930.
- Famous Alumnus: Launched the career of Hank Williams in the 1940s.
- Launch Date: WSFA-TV first aired on December 25, 1954.
- Affiliation: Has been Montgomery's NBC affiliate since its inception.
- Current Owner: Gray Television (following the 2019 Raycom merger).
| Year | Event/Owner | Significance |
|---|---|---|
| 1930 | Gordon Persons | Radio station opens at Montgomery Regional Airport |
| 1954 | Gordon Persons | WSFA-TV begins broadcasting on Channel 12 |
| 1955 | Oklahoma Publishing Company | Station sold to the Gaylord family |
| 1959 | Broadcasting Company of the South | Acquired by Liberty Life Insurance subsidiary |
| 2006 | Raycom Media | WSFA becomes the corporation's flagship station |
| 2019 | Gray Television | Acquisition completed via $3.6 billion merger |
| 2026 | Gray Media | Acquisition of WCOV-TV and WIYC creates a triopoly |
Frequently Asked Questions
What does the call sign WSFA stand for?
The letters SFA are an acronym for "South's Finest Airport," referencing the station's original location at the Montgomery Regional Airport.
Who is the most famous person associated with WSFA's early radio days?
Country music legend Hank Williams had his career launched by WSFA radio during the 1940s.
Why is WSFA an NBC affiliate?
WSFA-TV's affiliation with NBC stems from the long-standing relationship the original WSFA radio station had with the network.
When did WSFA become part of Gray Television?
Gray Television merged with Raycom Media in a transaction announced in June 2018 and completed on January 2, 2019.
What is the Gulf Coast Sports & Entertainment Network?
Announced on September 17, 2024, it is a partnership between Gray Television and the New Orleans Pelicans to broadcast Pelicans games across Gray's Gulf South stations, including WSFA.